8 Global Fashion Brands that Fostered Change
A brand can make a difference in terms of its products, services, price points, marketing, methods of production, technology engaged, and its sustainable take in any of the process such as use of raw materials or eco-consciousness throughout the business in each process. These brands are not necessarily accountable for 90% of global economic profit in fashion retail sectors, nor are they explosive in popularity or the luxury conglomerates, but according to me each of them have something diverse in offer with their unique outings.
An all-the-way virtuous Delhi based-brand set out in 2014 enthusiastically creates high-street fashion clothes that are inspiring, super unique, quirky & sustainable! Molding scraps (factory fabric wastes) to engineer an amazing product out of it is what Doodlage does! Fabric rags (from every level of production) are patched together for newer fabrics & the leftovers revamped into accessories & soft furnishing products. This is one of those fashion brands trying to change the fashion game by rolling the focus off fast fashion, capitalizing into a circular economy.
Born out of ‘unique’ & ‘clothing’ in 1984 was Uniqlo, gist being ‘simple & clever’ life wear clothing! Rooted in Japan, Uniqlo has fostered an empire of more than 1300 stores across 15 countries. Once known as ‘unique clothing warehouse’, Uniqlo farmed out manufacturing to foreign countries to keep their costs down and offer consumer a blend of quality and low cost back in 1990s when Japan was going through a rough patch. Innovativeness, aesthetics, functionality, liveliness, tailored fit at smart pricing — is what makes it a much-loved brand internationally. A ‘made for all’ fashion, Uniqlo brands its innovations & brews an OTT in-store experience.
Undeniably India’s biggest home-grown labels for handcrafted products, fabindia unites 55,000 weavers & artisans to modern urban markets- thereby to the world. It had a humble inception in 1960 surprisingly by a Hartford (‘insurance capital’ of the world) born John Bissell who journeyed to India as a buyer for his love of handloom textiles, met his future wife here and decided to stay back! His vision was to provide fair employment to the traditional craftsman seizing their abundant skills, consequently giving out a beautiful collaboration of East & West. Starting with home furnishing exports & subsequently scaling up to 200 retail stores across the country & abroad at present, their story is of a cult brand that’s unconditionally ‘Sustainable & Relevant’. Awarded the ‘Best retail brand’ by economic times in 2004 & 2011- fabindia is a one-stop destination for clothing, fabrics, jewellery, furnishings & ethnic-lifestyle products.
With a young & edgy in-store feel, Primark’s homeware, clothing (for women/men/ kids), beauty & accessory products are ‘unbelievably low priced’ which works as their USP too! Based out of the UK & rolled-out in 11 countries with 373 stores worldwide, Primark believes in minimal advertising/ packaging & holds a 6.9% share in the UK clothing market. Infusing more sustainably grown cotton in their products and using their product delivery trucks to collect recyclable items back to distribution centers from their stores is Primark’s way of fashioning a sustainable lifestyle.
With a star studded Celebrity line up such as- Rihanna, Drake, Kylie Jenner, Justin Bieber and Beyonce among many others, Virgil Abloh’s Off-White is undeniably New York and Milan’s haute street wear sensation with a 5.4 million fan following on Insta. A degree in civil engineering and hired creative director to Kanye West’s agency Donda, he (Virgil) launched his success machine (Off-white) in 2012 paving way to more black designers in luxury industry. Making brave collaborations with Nike, Converse, Jimmy Choo, and Levi’s- Off-White creates iconic products that sell as hot cakes along with being popular for their pricey sweatshirts, hoodies, phone cases, sneakers, belts and the experimental furniture. Rising from hullabaloos, his diagonal lines can be now seen everywhere burning the internet floor!
Started in 1984 with a lone store in California, this American retail chain giant founded by Jin Sook and Do Won Don (2 Korean immigrants) owned over 800 stores worldwide. One of the most coveted fast fashion brands ever, Forever 21 bestows shoppers with an unceasing collection of young fashion & style that’s constantly evolving. Apparels, accessories & beauty products at economic price point writes the success story of Forever 21 setting a role model for small fashion businesses to follow. Once considered an unstoppable brand, is sadly on the verge of bankruptcy now and began downsizing their business from 2018 due to huge competition bump from other retail giants.
Archetype of style, Faiza Bouguessa’s Abayas are classic but equally contemporary and ooze sophistication with super fine detailing, bold colors and brilliant fabrics — beautifully tailored with perfection. International celebrities like Priyanka Chopra Jonas, Beyonce, Sophia Bush and such others grace her amazing clientele. Based out of Dubai, this designer started her fashion expedition back in 2014 at her Dubai design district studio inspired by art, culture and architecture. Her designs are high on minimalism, geometric precision and fashion quotient, but never conventional! Bouguessa has grown into a brand that bridges the gap between two cultures, offering modest wear for women of all backgrounds.
In a matter of 4 years, this unique business model of renting designer labels has soared sky-high! Partnering with the designer newbies & biggies, Rent the runway online brand (based in NY) empowers every woman to have a ‘wow moment’ without burning her pocket. This is mutually advantageous, as the designer gets a wide exposure too & receives data on popular styles, colors & fabrics.
Today Brands aren’t shying away in expressing opinions and boldly speak out their minds by means of their business! For this change — one could give credits to the ‘consumer expectations’ which is persistently mutable! Does any other such brand drive a social change, let me know?
