13 Aug 10

The changing perception of high end brands

by Gail Anderson, Trainee Communications Planner

American fashion label Marc Jacobs has announced its intention to launch a plus-size range, making it the first high-end brand to ‘go large’. This is clearly part of a broader plus-size trend in the fashion industry, with several high-end fashion brands (including MJ) using plus-size models in their catwalk shows. This is an interesting case because it goes against the grain of what luxury fashion brands are all about – exclusivity. They are marketed to a niche audience and their appeal lies in them being virtually unattainable to all but the moneyed classes. The average woman on the street cannot afford, nor fit into, Marc Jacobs. Until now.

Not only is the move a clever marketing ploy bound to generate column inches, but it also shows a good understanding of the mood of the fashion-buying public. The size zero trend has done the fashion industry few favours; the move by Marc Jacob positions it as a brand that listens to its consumers and values their input.

Whether or not the range will create a stream of revenue remains to be seen. What it will do, however, is differentiate the Marc Jacobs from its competitors whose marketing strategy is predicated upon keeping the customer base as narrow as possible, in every sense of the word.

It’s a nice example of a brand not resting on its laurels and keeping the consumer at the heart of its thinking.