In an epoch of people who believe in the system of “out with the old, in with the new”, fashion has seen trends changing. From singer Lady Gaga wearing a dress made out of fresh meat to Marilyn Monroe’s famous skirt, the world has seen it all. The fashion sector has broadened up so fast. It has evolved and seen diverse changes. Women and even men are now so into the world of fashion that they follow every new movement that takes place. Fashion has given rise to many professions. Blogging, photography, etc. have taken birth. It also has acquired a place in start-ups. The market has seen a lot of business emerging from the field of fashion.
Most of the start-ups follow a very similar pattern. Rather than concentrating on various products, they focus on a niche business. These start-ups have a targeted marketing plan. They focus on a particular section of the market. They think it has a promising connect with a product or a service. It’s a period where turtle neck and spunky t-shirts are becoming popular and people are focusing more on classic fashion themes.
But are niche fashion start-ups a boon or a bane?
A narrow niche sets a clear message about what the company stands for. It provides with an identity that your competitors don’t have. One of the worst things you can do is confuse the customer about what you’re about and what you sell. Choosing a niche leaves room for growth and diversification in the future too. Three Dots, for example. The company began in 1995 with only t-shirts in three styles, three sizes, and twelve colours. That’s it. They now successfully sell dresses, cashmere, wovens, and some menswear.
“Casual style is our aesthetic. Clean and confident, comfortable and accessible, classic and modern. It’s the quintessential expression of Gap brought to life through iconic clothing. Our collections are a modern interpretation of our denim roots. Gap embraces a youthful, infectious spirit and the freedom to express individual style.” believes the famous brand GAP. But it’s not easy for a start-up company to out-stand the already established companies. They need to be edgy. Their creative effort will come handy to them at the beginning.
The question here is whether these basic start-ups are apprehensive enough? Being different and still being mainstream can be a task for the new comers. Where several have mastered the art, there have been many experiences of failures. Some choose not to go mainstream and bring in varieties. Koovs, for example, claims to be a one stop online fashion destination for all wardrobe needs. The online apparel seller introduces 400-500 styles per month under its private label.
“Be different, but same” is what these startups are trying to promote. But is it remotely possible to not move ahead with the world of fashion and still think turtle neck and parachute pants are trending? Today people like choices. How will these niche ideas interest them? Consumers are extremely discerning when it comes to making a purchase. The increasing levels of awareness about one’s body type and what works best for them has led to more and more demand for different options.
To be ‘significant’ to someone or be ‘everything’ to someone is where the catch lies. And that’s where you need to make a decision. After all, the one and only French fashion designer, Coco Chanel said that “In order to be irreplaceable one must always be different”. Whether different ideas for your niche fashion zone or different varieties, well this can be your judgement.