Retail is in constant evolution, be it with the rise of e and m-commerce, the rules have changed a lot during the past decades. When we could have thought that the emergence of Internet would make it easier to buy clothes, it has in fact become more complicated than ever: even with super fast delivery services like Amazon Prime, you still have to scan the web on your own to find the best price for what you’re about to purchase, or deal with the complexity of returns (and beware, sellers on Instagram can often be quite obscure about their non-existing return conditions).
A DNVB launched by Vogue Australia’s Fashion Director
It is in this context that DNVB – for Digital Native Vertical Brand (see our post on the topic), try new approaches to facilitate purchase of clothing online. Some, like Reformation, The Kit, Outdoor Voices, or Wardrobe.NYC are now selling their collections in bundles rather than piece by piece ; a process that offers more advantageous prices points for consumers (with a total price of the bundle less expensive than buying the same products separately). This innovative approach holds clear benefits for brands: storytelling, better storage management and economies of scale that also benefits consumers, in the form of incentives and free services that improve conveniency.
Launched at the end of 2017, Wardrobe.NYC is a young label cofounded by Designer Josh Goot and Christine Centenera, Vogue Australia Stylist and Fashion Director. Rather than a multiple range of references, the brand offers only two options: a 4 pieces-pack for $1,500 (which includes a blazer, a pair of trousers, a shirt and a t-shirt), or a 8 pieces-pack for $3,000 (which adds up a coat, a hoodie, a pair of large trousers and a sweat-shirt). Minimalists, these pieces feature no logo nor patterns, and stick to two colors: black & white. Against the tide of the current logo-mania trend, the brand offers clean cuts borrowed from iconic designers such as Yohji Yamamoto, Maison Margiela or Helmut Lang.
Buy less, but buy better
“We feel that society in general idolizes conspicuous consumption. That feels out of date. The emerging values of our generation are more about conscious or less consumption, of better things.” Josh Goot explains, as he settles his brand into the “buy less, but buy better” movement, and pushes the concept to its paroxysm by presenting only the pieces that you actually need.
Wardrobe.NYC, that its co-founder presents more as a fashion label than as a proper startup, offers simple yet beautiful pieces, created by garment lovers. A business model that, if it doesn’t reinvent the wheel, wants to sell you the entire car. A trend that we can easily associate to a clientele seeking quality rather than identification through brand codes. However, Wardrobe.NYC will have to find further arguments to target youngster who, beyond their values, stays very attached to logos and limited edition sneakers.