audit 2

1
Recycling + Reinventing
Audiences are driven to buy a brand because of their innovative offerings. Brands that were once unique
become undesirable to audiences due to ‘trickling down’. Theorist, Veblen (1889) identified fashion trends
‘trickle down’ referring to how fashion flows from the upper class to the lower class. His theory highlights
how lesser social groups imitate fashions from higher social groups. In response, the latter seek innovative
fashions to differentiate themselves from the former. Subsequently, audiences seek a continuous cycle of
change and innovation continues to drive fashion forward. This puts pressure on brands to continuously
have innovative offerings. One could question -
How do brands not destined for longevity keep up
with this continuous demand?
Through research into a 2017 trend report on LSN Global it was discovered millennials are now looking for
newness by wearing clothes that are considered bad and uncool to others (Mickiewicz, 2017). Within the
book The Tipping Point (2005) Gladwell uses the example of Hush Puppies to explain how the notion of
newness can drive trends. Sales for Hush Puppies were down when suddenly they became hip in downtown
Manhattan. This happened through the shoes passing a certain point in popularity and ‘tipping’ (2005, p.5).
Left to right: Gosha Rubchinskiy, AW15, Vogue.
Kappa 2016 campaign photographed by Vicky
Grout. Champion 2015, Asos look book
Gosha Rubchinskiy is a brand who has successfully recognised desire for uncool and authentic items
within culture and responded appropriately. The brand modelled itself on knock-off versions of US brands
such as Tommy Hilfiger and Nike (Mickiewicz, 2016). Champion and Kappa were once seen as uncool in
fashion and weren’t even considered relevant within the realms of sportswear. However, through the revival
of styles many once-popular brands are able to re-emerge and tap into the renewed obsession of all things
old school (Rayment, 2015).