"These brands are championed by and - in some cases - even owned by these stars. Retailers have jumped all over this trend and are further feeding the demand for this new genre. The independents in the young fashion market have also lapped up young consumers' insatiable appetite for these brands."
Young shoppers, especially men, are changing their interest from global, glossy brands that spend millions on their marketing campaigns and are focusing on social media for their style inspiration.
"He wants to discover brands through other media. He wants to see the guy he aspires to look like or the reality TV star he relates to wearing the product. As well as key stockists, these brands often also have great ecommerce platforms of their own, which enable them to see what works on the coalface immediately when they launch a product."
Being nimble and acting quick is the key in starting and creating these bedroom brands and gives these brands the advantage over more-established competitors. This is what Liam Green, founder and creative director of men's, women's and accessories brand Hype believes. Green launched Hype in 2011 alongside studying graphic design at De Montfort University. Hype's ever-growing success means it has 1,250 stockists in the UK and has collaborated with globally recognised names such as Coca-cola and Star Wars. Hype's net sales reached £11 million in 2017 and as a brand is targeting £19 million in 2018.
"There was never any massive plan to become a fully-fledged brand - we were just having fun. We started by making lighters because that's all we could afford," Green explains. "We've found that most big labels have long lead times and are working in quite a dated way. The way Hype is structured means we work mostly out of season. We can react to the market. Bigger brands often come with bigger teams and more red tape, whereas we can be really agile."
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Fashion Wanderer
"changing their interest from global, glossy brands that spend millions on their marketing campaigns and are focusing on social media for their style inspiration."