Each fashion category possesses its own unique culture. All cultures exist on a spectrum between tight and loose.
The one thing humans can't handle is chaos, which is true for politics, religions and fashion brands. Sudden freedom brings a normlessness so uncomfortable that humans would rather subscribe to clear rules than step into the unknown.
In sociology, normlessness, or Anomie, refers to the absence of cultural norms. It represents a social state characterized by the disruption or collapse of moral values, standards, or guidance for individuals to follow. Anomie is thought to potentially arise from conflicting belief systems, causing the breakdown of social connections between an individual and their community. From personal observations, people tend to swiftly fill this void with another system of meaning. They oscillate from an extremely tight culture to an extremely loose one and eventually, intriguingly, back to a tight culture once more.
The Dynamics of Tightness and Looseness in Fashion
Nearly every industry is expanding or contracting right now, and it's essential to understand whether or not your market is loosening to the point of cultural normlessness.
When things tighten or loosen, behaviour begins to flow, and new behaviours mean new brand opportunities that may not have existed before.
The level of tightness or looseness in a cultural category is linked to its norms or the lack thereof. Simply having an abundance of choices doesn't mean the category is loose.
What matters is whether there are clear, culturally agreed-upon rules and guideposts that help people consistently move forward with confidence.
What Constitutes a Loose or Tight Culture?
Loose cultures, such as dieting, parenting, and teaching, are characterized by an overflow of information but a scarcity of universally accepted rules. Questions like "Which diet suits me?" or "Am I an overprotective parent?" prevail in these market segments.
These categories do not present a dilemma of choice but rather a deficiency of norms.
Tight Brands in a Loose Culture compel customers to decide between the chaos and freedom of normlessness or the security and restrictions of a narrow set of rules. Neither option is universally correct, but the decision is usually straightforward for individuals.
Tight fashion brands heighten the emotional stakes for their users, establishing emotionally charged norms that are deeply felt. This expedites decision-making, resulting in quicker brand loyalty shifts.
Establishing tight brands in tight cultures does little beyond reinforcing an already accepted and commoditized culture.
Loose cultures typically evoke a specific range of emotions, including stress, fear, and uncertainty. When individuals feel threatened, they tend to seek brand leaders who can provide structure, making this behaviour understandable.
If the culture is loose, there lies an opportunity to establish the rules of engagement for your brand and markets, which is an advantageous position to be in.
Strategic Moves for Brand Leaders.
Given the influx of new dynamics in fashion markets, understanding tight and loose cultures is a valuable approach to comprehending people's emotional shifts.
Understanding the mechanisms of tightness and looseness in your domain is paramount.
As a brand leader, your objective is to create tension that motivates people to act decisively.
If you detect a sense of normlessness, your clients are probably seeking a distinct perspective. This behaviour aligns with the fact that people make emotional rather than logical purchasing decisions.
Explore with a broad perspective. Examine not only the fashion industry but also the network of businesses emerging around it.
Examine these belief systems and disruptions from the perspective of your client's evolving needs and expectations, not from your traditional industry perspective. This perspective will reveal where the most significant threats and opportunities are emerging. (Airbnb)
Explore the values, emotions, and beliefs not only within your target audience but also across broader markets, new generations, and the global landscape!
Consider the trajectory of tightness or looseness in your fashion category over the next 3-5 years and how today's rules may not hold sway tomorrow.
While fashion may exhibit strong norms in a world abundant with choices, looking at tangential behaviours reveals a shifting narrative. Our collective standards regarding style and appearance are not as robust as we believe.
Stay vigilant. Where there is a excess of choices, a new wave of competition steps in to fill the void and establish a new order - thereby creating NEW RULES.
When a brand creates tension, it compels the customer to take action. The Customer must either agree or walk away. However, in the face of a tension-inducing brand, clients cannot remain apathetic or indifferent.
Ready to boost your brand performance?
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A. Sabine Warlich @ House of Iconic, 2024
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