What is it?
I came across this video when I was researching alternative ‘fast-fashion’ concepts. Essentially, it is a piece of advertising by the kickstarter brand Flint and Tinder, presenting their flagship product ‘The Ten Year Hoodie’.
The video begins by discussing the idea of ‘plan obsolescence’; the idea that ‘the clothes you are wearing are designed to fall apart’. This is central fast fashion business strategy, which removes value from individual pieces of clothing, both literally and psychologically beyond seasonal trend cycles, to condition fashion consumption in line with this model. Ultimately, any value clothing has beyond seasonal trend cycles could dissuade you from buying into the next big trend.
It then moves on to a product which challenges this concept; ‘The ten year hoodie’, where it’s construction and meaning opposes everything fast fashion stands for. The basic idea is that this product is crafted with the care and attention to detail which will enable it to last a life-time, enabling consumers to ‘buy less and get more’. Everyone has a favourite hoody, which provides comfort on those lounging days when you want to detach yourself from life’s stresses. The designed longevity of this product, meaning it will always be there for such days, will allow this hoodie ‘to grow into you, the way your favourite hoodie should’, cultivating a valuable and personal relationship between the consumer and the product. This value will enhance the life of the consumer, and subsequently encourage more sustainable consumption practises through persuading the population that they will get so much more out of a quality product whose longevity enables it to embody their identity and become an artefact of their personal narrative. This longevity promise is backed up by a ten year guarantee, where if the hoodie begins to fall apart as textiles inevitably do however carefully they are made, the company will repair it for free.
How does it inform my research?
- The ethos of this brand concept relates strongly to my own – through allowing the consumer to participate in the construction of their own fashion, my aim is to allow them to create an ‘artefact of their personal narrative’, generating a more valuable relationship between the consumer and the product. This should enhance the lives of the consumer through providing a sense of a value, to challenge the fast-paced consumer driven world we are increasingly located in which sucks value away from things. It should subsequently contribute to more sustainable practises through persuading the consumer that they can ‘buy less and get more’
- This piece of research in particular has inspired me to look at taking on this long-term product guarantee aspect with my brand concept. It is known fact in brand marketing that customer service efforts do not end upon selling the product. I would like to provide a space where, if the product suffers wear or tear, the consumer can bring it back in to be repaired. Furthermore if they feel like the product no longer aligns with what they want, alterations can be made or the product could be converted into something new to further build on it’s story.
- CRITICALLY… This piece of research has also prompted me to include a promotional video presenting the story of the brand along the same lines of this, as one of my FMP outputs. The point of my brand concept is to construct value around products – this is an emotional concept which would not be sufficiently communicated through static imaging alone. I will therefore have to make promotional film analysis part of my research for next term, and experiment through the video I intend to create for my ‘treasured possession’s’ research output this term.