The era of brand shifts

When we think of a brand, we tend to think of the image the brand creates for itself. It’s true, even if we don’t realize it.

For most people, when they think of Lululemon, their mind goes straight to activewear and athleisure. They picture exercise, yoga and pilates. This is because that is the image Lululemon has created for itself.

This can even go as far as grocery stores. Places like Whole Foods or Erewhon market themselves based on their high-quality and organic products, while other grocery stores like Aldi, are more focused on being cheap and affordable. 

Lately in the fashion industry, it has been popular for brands to shift away from their created images. Whether it’s for marketing purposes or a genuine desire to expand the brand, a plethora of popular companies have hopped on the bandwagon of expanding their selection. 

Alo Yoga

Alo Yoga has been known for its luxury yoga, pilates and athleisure wear. It has recently been announced that they will sell leather hand and duffel bags. These bags are not anything like what Alo has produced prior. They retail for around $2,000-$4,000 each, definitely not the Alo price tag we’re used to. 

The bags are sold exclusively in select stores and are not for sale on their online platforms. Each bag also comes with its own unique “intention crystal.” Alo states each crystal is one of a kind and is meant to help with one’s daily motivations. 

SKIMS

First, it was the nipple bras. Then came bush underwear. Now, with the new SKIMS holiday collection, we can really see the shift in SKIMS’ overall image. When Kim Kardashian started SKIMS, it was advertised as shapewear and loungewear. While there is still a heavy alignment with that, the company has been releasing tons of fancier items.

Their recent holiday drop has a much heavier focus on dressier pieces. Instead of the sleepwear we are used to, SKIMS holiday shoppers have a much larger selection of luxurious pieces that could be worn to a nice holiday party this season. The expansion into high fashion is definitely not a complaint, and also not that unexpected coming from Kim. 

Crocs

Yeah that’s right. Growing up, Crocs’ image was always that sort of ugly, yet comfortable and reliable shoe. Recently though, the brand has tried a more chic and stylish approach to its footwear. A majority of their products these days look nothing like the Crocs we know and love (or hate). The brand has started selling slides, clogs and even slippers. 

What do you think? Are you for or against these brand changes? Let us know @VALLEYmag on Instagram!

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