As the fashion industry navigated a tumultuous 2020, two major themes began to take shape: sustainability and the acceleration of critical trends. This was due in part to financial instability, constraints, and cancellations that caused widespread disruption for many big labels; despite being renowned for staying ahead of the curve, these difficult times presented an unprecedented challenge.
This shift in consumer attitudes was so prominent that it encouraged a behavior change toward ethical and sustainable lifestyle choices. People became more informed about topics such as safe working conditions or fair pay for garment workers, leading to a preference for smaller companies and slower-paced shopping.
Not only does buying from independent labels offer more ethical and transparent supply chains with greater control over production, distribution, and environmental impact, but there are plenty of other reasons to do so. Purchasing from smaller brands can lead to various benefits beyond being kinder to the planet.
1. Greater Variety
Boutiques that provide an amalgam of different labels offer a singular shopping experience, something top fashion brands have also embraced by stocking lesser-known labels in their stores. Most purchasers stay with “tried and true” products even as others opt for something riskier. For these customers, increased variety allows them to experiment with new possibilities they may not have tried before.
2. Learning Opportunities
In the past, people paid less attention to where their clothing was manufactured. However, due to the recent surge of conscious consumerism, customers are more focused on uncovering information about garment production.
Unfortunately, many companies still manipulate buyers by making false claims about sustainable and ethical practices to generate interest for their brands. Thankfully there are smaller businesses that provide precise details regarding raw materials used and other processes involved—setting a new benchmark for industry-wide sustainability initiatives.
3. Better Quality
The risks of fast fashion are well-noted, such as cheap and low-quality clothing created by factory workers in dire economic states. Both big corporations and smaller businesses strive for profit, but the latter prioritizes creating high-caliber garments instead of maximizing productivity.
Even though the cost of independent labels may seem intimidating to shoppers, it is ultimately more valuable in the long run due to their higher quality material that will last much longer than cheaper items. After a few washes and wears, you’ll save money with an independent label piece by reducing your total cost-per-wear.
4. A More Personalized Experience
Customers are searching for a more tailored shopping experience, and larger companies have attempted to meet this demand with variable levels of success (using AI algorithms). Local brands often take a human-centered approach that results in faster responses to customer questions and the ability to connect directly with another person instead of just being limited to an automated chatbot.
5. Supporting the Economy
Small businesses that set up shop in a local area can do much more than increase economic opportunity. They also create jobs, helping to infuse money into the national economy and stimulate growth, especially when government initiatives have waned or decreased. Even if the original “buy local” push has subsided since the early pandemic days, this need remains critical for stimulating our country’s overall progress and development.
Small businesses can quickly adjust and change in line with economic changes, making them ideal partners. Purchasing from these smaller companies also helps provide tax revenue for local government funding that can be used for essential services and increases the value of properties in their area.
6. Connecting Local Communities
The current surge of people wanting to go back to in-person shopping is due, in part, to the loneliness and desolation people experienced while they were being locked down. But even before this happened, many folks already had a sense that online social networks (although beneficial) weren’t providing enough companionship or an atmosphere for camaraderie.
Shopping in-person can be a source of social interaction for many people who may otherwise go about without contact with others. For those working from home, local independent stores offer an ideal solution to provide last-minute necessities without the hassle of traveling too far away.
In today’s digital world, consumers are beginning to recognize the value of social shopping and the importance of boosting their local economies. Mom-and-pop stores have seen a resurgence as they bring people together while providing them with unique experiences that online retailers cannot replicate. These small businesses serve more than just an economic purpose by becoming community gathering places for all ages!
7. Small Businesses, Big Dreams
Up-and-coming companies embody the American Dream, embodying the notion that success can be achieved against all odds. Small businesses once had to fight tooth and nail for recognition in an industry usually owned by giant monopolies; however, social media has broken down these barriers allowing them equal opportunity to shine and excel.
As we observe today’s prominent brands, it’s worth considering how they were not always as dominant. There is no definitive answer to this question, but purchasing a garment from an emerging or small label could mean you are one step ahead of what could turn out to be the ‘next big thing.’ So why not buy something original and exciting before that brand becomes renowned?
8. Keeping Things Interesting
Independent fashion brands are the lifeblood of our closets, refreshing and revitalizing the industry with innovative designs and creative ideas. Without new labels to spruce up the scene, fashion would be a dull, uninspiring world.
Thankfully, the traditional and rigid fashion landscape of men’s clothing has evolved, with a newfound attitude towards gender-fluid attire donned by prominent figures such as Harry Styles and Billy Porter making room for greater sartorial freedom. Now more people can express themselves through their clothes.
9. Exclusivity
Purchasing from smaller brands allows you to own rare, exclusive, or custom-made products. This can be highly satisfying since these pieces are often one of a kind. There’s no need to worry when your wardrobe needs an update, as this is a great way to find something special and unique.
When you shop for unique items from small businesses, the chances of having a “twin” in your same outfit become infinitely smaller. This may seem like an unlikely comedic trope made famous by TV and movies, but there’s something comforting about knowing it won’t happen to you.
Final Words
With the future never sure, the Futures Centre has taken a stab at predicting what fashion could be like in 2025. Their scenarios encompass gradual sustainability, community-building, and even edible clothing! This is an exciting opportunity to see how far our industry can twist and turn as we move into a new fashion era.
Above all, agility and responsiveness are paramount in fashion; few entities do this better than smaller independent brands. By shopping with them, you’re transforming the fashion landscape and bringing lasting change to society one stitch at a time.
