In the fashion industry, a vast majority of consumers are seeking options from the latest trends. These are people who chase style that puts them in line with latest fashion discourse. At the other end of this world are people who are looking for comfort fashion. A fashion language that intends to style people with options they like, choose and find comfortable. In a fashion dominated market, most brands are vying to appeal to the first set of consumers. While the other set was not being actively sought by leading brand leaving them seemingly alienated. Bare talks to the comfort fashion seekers by creating a world that they can be part of.
How can a fashion brand, which un-follows trends, appeal to consumers?