Niche Brands Are Rising. What Marketing Secrets Do They Have?

According to the world clothing and shoe net, the market is increasingly eager for uniqueness.

Magda Butrym, Attico and Saks Potts are emerging in the wind and become the best selling brands of some of the most influential retailers in the world with their competitive prices and high quality pragmatism products.

"Our industry has changed a lot, so we are undoubtedly witnessing a new round of market enthusiasm," said Net-a-Porter The (Net-a-Porter Group).

"These emerging brands are providing the world with unprecedented new ideas, just like a clean white paper," said Lisa Aiken, director.

Compared with last year, Net-a-Porter has more than doubled its purchases of emerging brands such as Attico and Magda Butrym.

The rise of social media platforms such as Instagram, which once touches a wide range of privacy, plays a key role in this pformation.

"A long time ago, as a buyer, you had to run around all the showrooms.

Now we can see that these brands have a platform to directly communicate with customers, which is really a great purchasing tool for us, "Aiken said.

It's too rare to find a small, independent brand that "not everyone knows".

Olivia Kim, vice president of creative projects at Nordstrom, has also observed the entry into niche markets.

A similar move.

"I think this is largely related to overexposure.

In the digital world today, nothing is overexposed.

Falling into the Instagram rabbit hole, you can find a small, independent brand, just like a piece of treasure.

It's rare to find such a baby's feelings that "not everyone knows."

Kim said she launched a special concept space to promote new designers in North autumn in 2015.

But it is not enough to attract the most influential retailers.

"If new brands do not have long-term business opportunities, I will not sign them," Aiken said. "Our actions are quite prudent.

Manufacturing can not be flawed.

The three brands we discussed sent fresh ideas to the world and responded in a very short time. This is unbelievable, but it is also the best proof of their hard work. "

Magda Butrym

Magda Butrym has become the first sales new brand of Net-a-Porter website in the last quarter, with a sales rate of around 90%.

"Growth is fast, and we have doubled or even higher production per season," said Jakub Czarnota, general manager of the Poland brand.

Magda Butrym 2017 autumn and winter series

"Though we didn't have any network at the beginning.

There is no fashion buyer or local retailers can cooperate with us, and the domestic news level is also very low, so it is difficult to attract the attention of international retailers and media, "Czarnota continued.

The brand was founded in 2014 by designer Magdalena Butrym, because of its rapid development in Bohemia and rock aesthetics style and high quality technology on Instagram.

Feminine printing patterns, romantic styles, frills, silk fabrics and the combination of masculine tailoring and heavy leather make it the favorite of Internet opinion leaders such as Kim Kardashian (Kim Kardashian) and Nicole Vaughan (Nicole Warne), helping to boost brand awareness.

"Instagram has helped us a lot, providing equal opportunities for a wide audience," Czarnota said.

Although its brand headquarters is located in Warsaw, Poland, far from the top fashion capital of the world, it initially brought obstacles, but its low operating cost and high quality manufacturing characteristics have also recently become competitive advantages.

"Poland provides advantages for the production of small and medium fashion brands. There are many small production companies working with foreign brands."

Last year, the brand created $1 million 500 thousand in sales through a network of 85 inventories.

By the end of 2017, the company expects to have a turnover of 5 million euros, including embroidered tops ($1200), hand-made short skirts ($1340) and asymmetrical crepe dresses ($1740).

Magda Butrym will have more than 110 inventory customers in the autumn and winter of 2017, including MyTheresa, Searl Foridge (Selfridges) and Podolf Goodman (Bergdorf Goodman).

But Czarnota soon noticed that the brand was careful about the choice of its wholesalers' partners and was careful to avoid excessive distribution.

"We always aim at the preferred partners in specific fields. If we fail to get their immediate response, we tend to wait and work hard to promote cooperation rather than compromise."

The brand plan promotes the growth of new categories, first of all, shoe products in the next season, followed by handbags.

"We are eager to grow," Czarnota said. "As a young brand, you must always strive for attention, otherwise it will gradually drain away.

In the past, you could grow slowly and succeed after 15 years of establishment, but now they are different.

With so many new brands coming out today, consumers' interests must become very strong at a very early stage, otherwise your brand will soon be forgotten and replaced.

Now you are either growing fast or not growing at all.

Attico

Attico was founded more than a year ago, but it has been able to expand its wholesale business in a short time. Its customers include more than 140 retailers, including Net-a-Porter, Hongkong Joyce and Opening Ceremony.

The brand, which is now in its third quarter, declined to disclose its current revenue figures, but said its average sales rate was 78%.

Attico 2017 autumn winter series

The brand name comes from the Italian "roof apartment", which was set up by the Giorgia Tordini of the Italy Street star changing designer and the self financing fund of Gilda Ambrosio. Each of their Instagram account holders has a total of 250 thousand people, which provides impetus for the initial establishment of the brand.

Tordini said, "I can't hide the fact that Gilda and I have such a great exposure. At the very beginning, we could let people know that we started a new brand."

Attico looks for the aesthetic source from the classic Peignoir robe.

"Our inspiration is mainly from antique furniture, as well as the female hanging in the apartment," Tordini said. "And those clothes that make you feel that you don't need to dress up for an occasion.

Just like buying an antique dress, if you put on our clothes, you will feel that you are wearing something very unique.

The first season of the brand is the series of autumn and winter 2016. Tordini and Ambrosio sell colorful silk blended dresses (from $1070 to $3450) to 70 stores around the world, and many of them are sold out quickly.

"If you want to make the brand successful, you have to be confident," Tordini added. "Of course, the product itself must be valuable and the quality must be good, but you also need to find the right partners.

Then the brand image must be consistent with the product.

Many things must be done at the same level. "

Today, the Attico fashion series includes jeans products with rich decorative elements and high velvet ankles. The brand is expected to achieve 150% growth per quarter according to the current growth rate. Tordini also said that fashion products are just the beginning of creating lifestyle brands.

"We hope to create a small universe, where we can use clothing and accessories to describe, add furniture and books, and finally build a platform that includes all products. You can travel around the world with Attico products," she said.

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Saks Potts

The Danish brand Saks Potts, founded in 2013, now enters the seventh quarter, and its revenue grew by 100% over the same period. More than 50 retailers bought their products, including Matches, Boutique 1 and Boon the Shop, and the sales rate of all products ranged from 80% to 100%.

Saks Potts declined to disclose specific revenue figures.

Saks Potts 2017 spring summer series

The "atypical" design method is in stark contrast to the most famous minimalism in Scandinavia. It is the starting point of brand designer Cathrine Saks and Barbara Potts.

The brand is headquartered in Copenhagen. There is only one product category: the seasonal coloured fur coats.

"It's important to do the simplest thing at the very beginning.

Our series is not big enough to concentrate on what is best at it, "said Saks, 24." we find that there are some things in the market that do not exist.

That's a fur coat that young girls of our age can afford. "

Saks Potts began to gain international attention.

During the New York fashion week in early 2016, Ella Chen, Eva Chen, Leandra Medine and Pernille Teisbaek began to wear brand logo "Febbe" coats (priced at about $1500).

At that time, the jacket was sold out, and it is still not much stock until today.

Saks said: "our products really do well in the social media.

We all like interesting and memorable things. You can always see this is the style of Saks Potts. "

To maintain its international character, Saks Potts is also displaying its works in Paris and Copenhagen, and has begun to provide advanced apparel products.

Saks said, "the city of Copenhagen is relatively small, and the number of designers is also limited.

If you are in an important fashion city, you may easily be overwhelmed by many talents. "

But Potts also said frankly that he had considered showing abroad: "all important things will be staged in the fashion metropolis, so we have been thinking about showing in London, Paris or New York, which is not a secret."

But now, we are still doing very well here. "

More interesting reports, please pay attention to the world clothing shoes and hats net.