Which niche brands have potential to break out in 2021?
What will happen to the global layout of women's wear in the next two years? Our observation indicates that in the layout of the premise of relative stability, there will be a number of niche brands. These niche brands will be able to increase sales by targeting; flexible decision-making; and extensive use of social media.
Sales figures in 2020 can help decide their potential
Looking at the sales figures of these niche brands in 2020 and combined with their brand marketing strategies, we can tell which niche brands have the most potential and will grow significantly in the years ahead.
Nanushka: Environment friendly and stylish leather coats
Hungarian niche brand Nanushka has become a leading brand in the field of environment friendly women's wear by launching a Vegan leather line in Europe that rejects animal leather. Vegan leather is made from PVC, PU, and natural materials such as cork, pineapple skin, etc. They also produce 85% of their products locally in Hungary, which reduces the carbon footprint in the process.
Hailey, Gigi Hadid and Rihanna are loyal customers of Nanushka
In Europe, where environmentalism prevails, Nanushka's brand positioning and environmental activism have helped them capture the market quickly. Hailey, Gigi Hadid and Rihanna have become their loyal customers.
Totême: Making luxurious necessities
Founded in 2014 by Swedish fashion bloggers and creative directors Elin Kling and Karl Lindman, Totême focuses on making "luxurious necessities." As Scandinavian winds sweep across the globe, the six-year-old brand is expected to have revenues of $24 million with a 26% profit margin, 45% of them through online direct sales. Totême mines the needs of working women and sets prices within their budget.
Will continue to focus on meeting consumers' demands: Totême
For the next two years, Totême says it will continue to focus on meeting consumers' demands, not accepting outside capital for more flexible design, and will also target China and open a flagship store on Tmall. The future of Totême is worth looking forward to.
The Mo Lab: Targeting the elite women in China
The Mo Lab, a group of Chinese women's clothing brands follows the concept of "Embrace wisdom with beauty." They focus on the workplace of the elite women, abandoning the stereotype of business wear to make professional women more stylish. It has sales of 20 million yuan a year since its establishment and has been recommended by over 1,000 bloggers on The Little Red Book.
The Mo Lab is also active overseas
The Mo Lab is active not only in China but also overseas. Over 400 bloggers have recommended their products on Instagram. Projects in two cities, St. Petersburg and Berlin, have generated huge repercussions which is a sign of their arrangement to open up the market overseas.
Altuzarra: Providing emotional value to consumers
Altuzarra's breakthrough lies in the brand's appeal and emotional value for consumers. Altuzarra presents the image of a working urban beauty who is on vacation. Suits, irregular skirts, and straw shoes are the common elements. In formal suits, the designer features crisscross belts, elastic stitching waist designs that accentuate curves and quality. Kamala Harris, the US Vice President, is a fan of Altuzarra.
Cecilie Bahnsen: The healing power of fairy tales
In September 2020, Cecilie Bahnsen was first inducted into the official calendar of Paris Fashion Week. In 2020, Cecilie used the "Disney Princess on the Run" topic to enter the Chinese consumer's vision. She has a strong female color, making use of white to create a romantic atmosphere. The healing power of fairy tales coincides with the image of "Disney Princess on the Run."
Over 1,000 people have worn Cecilie Bahnsen as 'Disney Princesses'
Cecilie has no online or offline store in China, but over 1,000 people have worn Cecilie Bahnsen as "Disney Princesses." Cecilie says that they're willing to slow down, think about how to deliver the products with consumers' needs, and fight fast fashion with good design.
Peter Do: Using social media to get ahead
Peter Do, referred to by many women as their "Power Suit," is growing fast on social media. It earned the LVMH Graduate Prize when the brand was born, with sales of $500,000 in the first quarter. In marketing, Peter is adept at using social media to connect with customers, which is a smart way to reach new consumer groups.
Their various activities on Instagram helped them gain market advantage
"I don't go out very often," says Peter. That's how they build a strong relationship with the brand's fans and they're building a community of exclusive brands. They also often share their design process, make the production chain more transparent, or even make the 2021 spring/summer series on Instagram, which helped them gain market advantage when the epidemic was almost entirely eliminated.
