They stick to making beautiful, provocative streetwear, and establish themselves as a lifestyle and community through extensive partnerships. Vetements doesn’t try to be everything to everyone - they know they’re not Amazon, and they don’t attempt to be. In just a few years, Vetements went from complete unknown to so well-known that they barely have to publicize their product to sell out stock. Sure, you know that Jane uses your skincare regimen, but where does she buy her pillows? Her tea? What brands do your customers turn to when they aren’t using your products? Getting a holistic view of your customers is how you find your hypebeasts. Have you considered who your customers are outside of your store? In 2019, Forever 21 launched a line with the US Postal Service, a move undoubtedly inspired by Vetements.
That’s why they recently released a recycled water bottle with Evian, and have partnered with DHL, the mail service, since 2016. Vetements understands that its customers interact with lowbrow, non-luxury fashion brands every day, and these brands are just as meaningful to their identity. If you’ve bought into one brand, you’re more likely to buy into another. This is important, because it takes the average person five to seven impressions to remember and recognize a brand name.īy collaborating with other brands and micro influencers, Vetements moves laterally, positioning itself as a network of associated brands: a lifestyle rather than a clothing line. They design every piece of clothing in collaboration with another brand, tagging them in the Instagram post to widen their net of potential buyers. Vetements also relies on nonstop collaboration.
While one might have written the zipper off as decorative, Vetements posted a shot of a model wearing the jeans with the zipper neatly undone. There are many examples of this, but one of the best might be the jeans they released in 2017 with a zipper down the buttcrack. Vetements speaks directly to its consumers via their favorite platform, Instagram, and they speak indirectly to consumers by offending the taste of outsiders. Their feed speaks hypebeasts’ visual shorthand: washed out lighting, industrial settings, beautiful models eating fast food - yet Vetements’ clothing always warrants a double-take, as your eye catches the seemingly familiar Adidas logo, then realizes it’s in the shape of a marijuana leaf. These designs are a natural fit for Instagram, where they make the average scroller do a double-take. Gvasalia himself wears a black “Sécurité” shirt every day, and enjoys being mistaken for security. Gvasalia’s aesthetic is cartoonishly referential, playfully mixing cultural signifiers. Gvasalia’s favorite subject in school was sociology, and he riffs on social uniforms in his designs, mixing recognizable fashion subcultures as well as industrial images like “For Sale” signs or plastic bag logos.Ī GQ article describes Vetements’ designs as “meme-like,” but admits it’s this quality that has allowed Vetements to “ the rules of fashion” within a few short years. Georgian designer Demna Gvasalia founded Vetements in 2014. Rather, you create exclusivity by targeting a group of interested customers and really hooking them. Nowadays, you cannot create an exclusive brand by advertising to everyone. The very definition of a hypebeast brand, Vetements appeals to insiders by refusing to appeal to outsiders. It almost looks like a mistake: “No information is available for this page.”īut it’s a calculated move. Take hypebeast darling Vetements fashion house, a brand with four million Instagram followers and no SEO paragraph for their website. How do hypebeast brands speak to their fans? Exclusively. They are repeat customers who never disappoint the brands that speak to them. “Hypebeasts” are young streetwear fans whose brand loyalty verges on obsessive. You might have stopped to wonder about the logos on their hoodies, their impeccably clean sneakers, and why they were all wearing fanny packs around their chests. If you’ve spent time in a major city in the past few years, you’ve probably seen young people lined up around a nondescript storefront.
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