Source: Business of Fashion
Summary
Adam Shapiro founded Old Row, a preppy-inspired activewear brand, after working at American Eagle and Gap. The brand is gaining popularity among young consumers who want high-quality, fashion-forward activewear. Old Row’s designs are inspired by traditional preppy styles, but with a modern twist. The brand is positioned as a more affordable alternative to luxury activewear brands like Lululemon. Shapiro aims to create a community around the brand through social media and events.
Our Reading
The trend returns with a new name. Old Row’s preppy-inspired activewear is reminiscent of 90s and early 2000s fashion. The brand’s use of bold colors and classic silhouettes feels like a revival of the prep style that dominated GAP and Abercrombie & Fitch in the early 2000s. The brand’s affordable price point and social media-driven marketing strategy are likely to appeal to young consumers who want to stay on-trend without breaking the bank. The return of prep style is a cyclical phenomenon that happens every decade or so.
Repackaging the Past
Old Row’s designs are not revolutionary, but rather a reimagining of classic preppy styles with a modern twist. The brand’s use of bold colors and classic silhouettes is a clear nod to the prep style of the 90s and early 2000s.
The Cycle of Fashion
The return of prep style is a cyclical phenomenon that happens every decade or so. Fashion trends often repeat themselves, with old styles being reimagined and rebranded as new. This cycle is driven by consumer desire for nostalgia and the fashion industry’s need to constantly create new products.
Marketing to Millennials
Old Row’s marketing strategy is focused on social media and events, which is likely to appeal to young consumers who are active online. The brand’s use of influencers and user-generated content is a common tactic used by fashion brands to reach millennials.
Affordability and Accessibility
Old Row’s affordable price point is a key factor in its appeal to young consumers. The brand’s prices are significantly lower than those of luxury activewear brands like Lululemon, making it a more accessible option for consumers who want high-quality activewear without the high price tag.
Community Building
Old Row’s focus on community building through social media and events is a key part of its brand strategy. The brand wants to create a loyal following of customers who will advocate for the brand and help to drive its growth.
Author: Evan Null
