Wise & Young: The nuances of Gen-Y marketing, branding, advertising, trends, & more

Recently I was speaking and arguing with a friend about which fashion brands would still be around in 10 years. We came to the conclusion that there are two groups that determine the survival of every fashion brand, currently in play, for the next 10 years:

1) The big name brands already have great footing to survive for a while, they would have to really do something insanely stupid to mess up and not still be in play in 10 years. However, the fashion industry is a very competitive and uncertain market, just look at Levi Strauss & Co. (believe me, it is a coincidence that the brand has my name!). Levi Strauss was looking dismal a few years ago, because they didn’t watch the trends close enough and Diesel and others stole their market quickly! Levi Strauss has finally gotten their act together, but it took almost a decade to recapture the most important age group in the fashion industry: 18-34.

2) The smaller brands have to be more innovative and try to stay a step ahead of the trends for them to continue to live. The “dirty” and “distressed” jeans for $200 are not going to be selling out forever. Just like the current hot housing market in America, the small denim companies are going to have to prepare for other products/areas to support them when this current trend comes to an end. One brand that stands out is Seven Jeans. Personally, I believe they may be one of the first companies to feel the pinch, because that is all they are known for…dirty and distressed jeans. Diversify now!

Brands need to focus on moving towards a more quality and grown up approach to their products. The companies that pour their money in to advertising will fail, but the brands that keep their ears/eyes to the streets will be able to survive any trends.