Attire Accessories - Nov/Dec 2018 (Issue 73)

106 BRAND PURPOSE – SHOULD THIS BE INFLUENCING YOUR PURCHASING DECISIONS? What makes a retailer/consumer choose one brand over another? Louise Prance looks at the question every accessories company wants to know the answer to… Anyone else feel like just as they’re getting over the hectic summer show circuit, there isn’t time to catch your breath before the crazy period , aka the festive season, takes hold? From choosing which brands to stock to waiting anxiously to see whether those you’ve handpicked bring in a return on investment? As I’m sure you’ll all attest, the offerings showcased at the plethora of shows this year show just how far British design, and the European product making its mark, has come. But what I’m sure you’ll also all agree is that the quantity on offer can be daunting. From an editor’s point of view, it’s wonderful to see the variety of product showcased across the accessories sector – spotting trends and analysing the market is something I love. But how do you, the retailers and buyers, sift through the ever-increasing options available – and as many brands all look to similar trends (tropical- themed earrings, anyone?), how do you decide which product your consumers will want? Well, what is clear is that consumers are growing ever more involved in the backstory to a brand. “Brand purpose” is a saying that is continuing to grow legs. Indeed, a company’s core values and ethical stance is something that, now more than ever, affects a consumer’s purchasing choices. French brand The Kooples has recently launched a vegan clutch bag, while Mowgs, a plastic-strapping bag brand that manufactures its products from the villages of Myanmar, is clear about its aim being to target the ethically aware consumer. And while this may once have been a minority audience, the socially conscious purchasing movement has grown exponentially in recent years, with products falling under this header undeniably a huge draw for a much-wider target audience. However, while ethical purchasing is undoubtedly growing, it isn’t the dominant purchasing option just yet. Therefore, as retailers, it seems you can find yourselves between a rock and a hard place. Consumers growing more ethically aware? Tick. It’s not the mainstream, so will it inevitably cost you more money to retail in your boutique? Tick. So how to move forward? First, your fundamental company principles are something to think about when aligning yourself with a brand. Are you happy to pass the higher cost of an ethically sourced/created item to your consumers because of the brand’s moral CSR stance? Will your consumer naturally expect this raised price point? Will they already be aware of the premium that is placed on socially aware stock? If they’re already supporting independent stores, the answer is most probably yes, and it’s highly likely they are already seeking companies with a brand purpose that aligns with their core values. A win-win all around. If you have a pressing issue you’d like Louise to discuss, get in contact at louisep@kdmediapublishing.com