01.12.2022 Written by Arav Jaswal.

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Prada, Gucci, Balenciaga, Dior, and Chanel. These are just some of many high-end designer brands that have been dominating the fashion industry since the 20th century. These vogues have involved themselves in the fashion foundations of society, gradually shifting and manipulating opinions on clothing. Although fashion sense is subjective and personal, what makes everyone so drawn towards this particular attire? 

 

Modern-day style has evolved since the invention of social media. A prime example would be Virgil Abloh’s “Off-White'' streetwear brand. In an interview with a young fashion designer, Abloh exemplified that he uses social media as his main form of marketing. Why social media? He knew his target audience; teens and young adults. With a target demographic in mind, he worked with famous pop culture influencers such as Bella Hadid and Drake, promoting his brand on various outlets. Abloh used his audience’s idols and the power of social media to allow his brand to take off. These 2 outlets specifically aligned with his target audience, creating the perfect marketing mix. 

 

Similarly, other designer labels have followed Abloh’s format to market their products. By building a high-end clientele with a large following on platforms like TikTok and Instagram, high-end designer brands can shift the growing market. Furthermore, other tactics such as limited availability and higher prices interest consumers looking to display wealth and exclusivity. In the end, these newer strategies peak interest in the younger market, shifting fashion trends and making them more successful.