In an era where a brand’s message is often lost on noisy digital channels, a group of fashion brands is shifting toward analog marketing methods and reversing old notions about effective marketing. Brands targeting niche audiences are seeing the most success with this strategy.
To resonate with its audience, Belgian-based Jan-Jan Van Essche focuses on the “silent” nature of garments, said the brand’s namesake founder. Jan-Jan Van Essche’s focus is unisex clothing with fine craftsmanship and minimal seams that retail for $400-$1,200. Perhaps its greatest differentiator is that it does zero digital marketing.
“We don’t have a marketing strategy or department — it’s a ‘no-marketing’ way of doing things,” said Van Essche. The brand doesn’t post content on Instagram, and isn’t interested in chasing performance marketing metrics. The 14-year-old brand instead focuses on building close connections with private clients through intimate events in Japan, home to one of its largest customer groups. In addition, it’s hosted one runway show in its 14-year history, and it’s only invested in production-related technologies.
“We usually take things slowly,” said Van Essche. “Technology and customer behavior tend to move and change extremely fast, but there are always alternative ways to connect and enhance experiences.”
The rise of anti-marketing isn’t just about rejecting modern technology, but by a desire for authenticity and deeper connections in a fast-paced world. Phoebe Philo and Bottega Veneta have tapped into the trend with their minimal marketing strategies.
