Fashion Branding based on market research

May 12, 2022

Being able to work with people all across the world is what gets us, here at 11:11, moving to be more creative and inspired, seeing different outlooks in life and passions from all around us. We had the absolute pleasure of working with Isabelle, an Inuk content creator on Instagram and TikTok where she shares her culture, education and experiences. She brought to us a brand concept that would help create jobs and more resources to her home in Nunavut and other indigenous peoples, while also being able to showcase the beauty and creative art that her culture is full of.

Isabelle Chapadeau & Her brand concept UVI

UVI is a brand built to lift Inuit people in Canada and create a foundation for the future generations to come. Created by Isabelle Chapadeau and inspired by her Great Grandmother to showcase how beautiful modern indigenous designs are. With UVI Isabelle wants to change the narrative in small communities and she will become a large contribution to inspiring other indigenous peoples to become business owners. 

Through our research in the clothing industry, we found that multiple players have experienced significant changes in the past months. The global pandemic caused unexpected disruption in some cases and accelerated existing trends in others. As the world keeps shifting rapidly and uncertainty becomes part of the routine, businesses will thrive as soon as they can adapt to the market’s ebbing flow. 

Concepts like sustainability, accountability and inclusion are becoming increasingly important for investors and consumers alike.

Different types of people showcasing inclusivity and diversity.

Social Media will continue to drive major changes and transform the way we live and work. Keep reading to get a peak of our findings on some trends happening in the general market that experienced a fast forward due to the world almost coming to an end in 2020. 

Fashion is currently the leading product category in e-commerce, followed by Electronics and Media. Sadly, fashion is also one of the most polluting sectors in the world and that breaks our heart. 

In Quebec alone, 3% of residual material found in waste or recycling bins (which is wrong of course, because textiles never go into the blue bin) by the curb-side are textile or clothing products. This equates to just over 95,000 tons per year.

In North America, people discard a mind-boggling amount of apparel — 12 billion kilograms of textiles every year, according to Value Village. And although people often donate to outlets such as the Salvation Army or Value Village, as much as 85 percent of cast-offs end up in landfill sites . 

The upcoming and ongoing trends in this industry are a reflection of the market shifting towards a more sustainable living. 

Here are 5 market trends we found that are at the for front of fashion.

1. eCommerce is not just the best way to sell a product nowadays, it is also the best way to build a business.

E-commerce has evolved to make products easier to discover and purchase through online retailers and marketplaces. Independent freelancers, small businesses, and large corporations have all benefited from e-commerce, which enables them to sell their goods and services at a scale that was not possible with traditional offline retail. You literally can shop anywhere and at anytime with the tools that we have in our pockets.

Social commerce is one of the fastest-growing online shopping trends. And, while it’s part of the eCommerce umbrella, its growth rate and particular way to engage with potential buyers makes it very much its own trend.

No wonder why we are getting a “Shop” tab in every social media app. What started as a cool new feature on Facebook with Marketplace is now one of the most used functionalities of their app. Then we got the same on Instagram with the chance to tag and shop products directly by taping on them in your feed. Now apps like Kwai (TikTok’s biggest competitor in Asía and South America) are starting to develop livestream videos where content creators showcase products you can buy at the moment thanks to the use of AI.

2. Fashion eCommerce stores are fighting to stay top-of-mind in social media users.

A design created to compliment UVI's branding

3. Addressing sustainability has become a top concept amongst companies that want to keep their customers’ loyalty.

The events of 2020 accelerated consumer sustainability trends that had already been starting to emerge across many different markets. The concern with global health helped create greater public awareness of sustainability and deepen consumer understanding of the impact we’re having on the earth .

46 per cent of Canadian consumers will shop more often with retailers who take steps to reduce their carbon footprint . This is due to Canadian consumers trusting that they are buying decisions matter. 

Brand’s know this and that is why bigger fashion companies like H&M are strongly promoting their recycling and upcycling programs. Even the luxury market is starting to pay attention to this trend by remixing and redesigning pasts season’s fabrics and textures to reinvent themselves on the runway.

This trend is about using valuable resources wisely, thinking about waste as a resource instead of a cost, and finding innovative ways to better the environment and the economy.  In comparison, linear economy: moves in a straight line from resource extraction to waste disposal, not taking into account what happens later. Under today’s circumstances, a linear economy is detrimental to our planet. 

4. The circular economy retains and recovers as much value as possible by reusing, repairing, refurbishing, remanufacturing, repurposing, or recycling products and materials.

A design created to compliment UVI's branding

5. Inclusion and Diversity are about empowering people by respecting and appreciating what makes them different, in terms of age, gender, religion, sexual orientation, education, national origin, etc.

Diversity allows people to embrace and also to celebrate the rich dimensions of diversity contained within each individual and place positive value on diversity in the community. Inclusion, on the other hand, means involvement and empowerment, where the inherent worth and dignity of all people are recognized. It refers to the active practice in which different groups or individuals having different backgrounds are culturally and socially accepted and welcomed.

From all of our findings about the fashion industry we know that sustainability, inclusion and diversity are the biggest things that can make a large impact, they can help change the way we see our clothes and help build communities around us. This is why we wanted to point out Don’t fake it until you make it. Rather be super honest about the efforts of your brand to build a reputation. This quote rings true with so many different people we know and want to work with, seeing as transparency is one of our core messages.

When talking about the research about the different demographics in Canada, we saw some eye opening information that really showed true to theses trends we found above, but the demographics talk is for our next blog post for next week.

And on that note as a reminder we want to thank Isabelle for letting us create this brand identity with her and sharing her culture with us in such a beautiful way. Check out more about the brand identity HERE.

– 11:11 You’re on the right path.

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11:11 | 2022 | YOU'RE ON THE RIGHT PATH

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