Since the recession hit England in 2007, the news has been dominated by the news that retail and chain stores are closing down. The most popular retail stores to be affected by the recession are Peacocks, JJB and most recently Republic.
You should think that as the major retail chains who have had years of experience in selling and designing clothes and brands are closing down, that there is no way that independent clothing stores could even be set up, yet alone be successful. But that is quite the understatement, we will take Hype Clothing, for example.
Hype Clothing
Hype was established in the summer of 2011, when two university students wanted to do nothing but kick back, relax, and design a few t-shirts to sell to friends and family. By the end of summer, their product range was nothing more than a n engraved cigarette lighter and a range of alternative t-shirts. By the midnight of the day of release, all of the t-shirts had sold out, and the ‘hype’ had begun.
The two friends moved out of their bedroom office and into offices in Leicester. Hype is now, after only two years of selling and after being set up in a bedroom by two friends who were bored, is now features in shops worldwide, including TopMan, FootAsylum and soon to be ASOS and is planning on opening up their own Hype store.
Hype clothing is just a case study I used for this article, there are hundreds of independent clothing brands that are making it into the fashion business, but how come they can strive then chain stores can’t?
The world is becoming forever more diverse. Increased travel opportunities for all means that when we walk outside our front door we are exposed to loads of new cultures. New technologies are emerging every day, the world is just diversifying.
As the world becomes more diverse, so do we. This is reflected on our choice of clothing. Independent clothing brands like Hype offer alternative designs that are outshining the high streets mainstream t-shirt print. Independent brands offer something new and exciting, and the idea of owning a item of clothing that not many people own satisfies today’s youth, which allows them to do well.
Big Cartel has become a major tool for independent brands to get their clothes out into the market. Big Cartel is a shopping cart platform whereby you can feature your brands designs, and visitors can buy from the website and the costs will be referred back to you.