MINIMALISM AT THE MAXIMUM PRICE: THE STORY BEHIND THE ROW, THE BRAND ESTABLISHED BY THE OLSEN SISTERS
In the realm of fashion entrepreneurship, it’s often expected for influencers to capitalize on their personal brand for promotional endeavors. From Kanye West to Rihanna, numerous luminaries have successfully navigated this terrain.
Eschewing the common practice of tying their brand closely to their personal identities, Mary-Kate and Ashley Olsen opted for a more discrete approach. This strategic decision perhaps stems from the risks associated with merging personal and professional personas, especially in the volatile landscape of fashion. Following lukewarm reviews of their last film, the Olsen sisters made a pivotal move, stepping away from Hollywood with a substantial fortune of $200 million. In 2006, they embarked on a new journey by founding THE ROW, a brand that would soon redefine luxury minimalism.
The name “THE ROW” pays homage to Savile Row, an iconic street in London celebrated for its illustrious tailoring legacy. This historic street is synonymous with impeccable craftsmanship and houses some of the world’s most esteemed men’s fashion houses, known for their meticulous attention to detail and exquisite embroidery.
Drawing inspiration from the timeless elegance of men’s fashion, the Olsen sisters infuse THE ROW’s collections with a distinctively refined aesthetic. Their shirts and jackets, in particular, bear the hallmark of traditional men’s tailoring.
The concept for establishing the brand stemmed from the difficulty in finding high-quality basic clothing. Their journey began with the humble white T-shirt. With meticulous attention to detail, they honed their ideal iteration, conducting exhaustive fittings on women spanning diverse body types and ages. This dedication to perfection laid the groundwork for THE ROW’s inaugural collection, a curated selection of just seven meticulously crafted garments.
Today, The Row boasts a formidable presence across 37 countries and is revered as one of the most luxurious and expensive fashion brands. For instance, the brand’s basic white shirt fetches a price ranging from 1000 to 1100 euros, while their bags are priced between 3000 to 7000 euros.
ABOUT THE HIGH PRICE
Luxury brands are no longer solely synonymous with superior quality. Increasingly, discussions arise about the declining quality of products from various brands, including luxury ones that have resorted to cheaper production methods in countries like China, Turkey, Vietnam, or Bangladesh. However, unlike many others, The Row has maintained its commitment to quality over the years. Their garments boast the finest materials, impeccable stitching, and are produced under meticulous supervision.
Post-COVID, The Row has initiated production in Italy, marking a significant evolution in its manufacturing strategy. Unlike countries like Turkey or Vietnam, Italy is renowned for its superior craftsmanship while also offering cost-saving advantages.
Price serves as a strategic positioning tool for The Row. Their target demographic comprises individuals within the affluent segment who possess the financial means, value discretion over ostentation, possess a deep appreciation for luxury, and prioritize exceptional quality.
The brand has secured its presence in luxury shopping destinations, and according to publicly available statistics, it outperforms competitors like Celine, Yves Saint Laurent, and others in sales within the United States.
ABOUT MARKETING
The girls don’t possess individual Instagram accounts, and the brand’s Instagram account resembles a moodboard more than anything. Considering their target audience, I believe opting for low visibility and quiet marketing is a perfect strategy. In interviews, they defend this approach by arguing that creating an exceptional product means it will naturally sell itself.
From a fashion marketing standpoint, The Row’s inaugural ad campaign strikes a balance of subtlety and brilliance, in my view.
The brand ingeniously drew inspiration from American Vogue magazine, adopting a minimalist approach by subtly featuring “The Row” in small lettering at the corner of a blank page.
The same subtle approach extends to their presentations. The Row avoids creating much noise; instead, their shows are typically scheduled for 9 am, and invitations are extended exclusively to targeted guests, including journalists, businessmen, industry colleagues, and non-influencers.
In their case, word-of-mouth marketing plays a significant role, as their target demographic is relatively small, and individuals within this circle often share their positive experiences with one.
ABOUT INFLUENCER MARKETING
Similar to Hermes, The Row also avoids influencer marketing. Before the pandemic, the brand never enlisted the aid of celebrities or well-known personalities.
However, during the epidemic, facing significant financial challenges, they began to reassess their stance on this issue.
Given that, unlike many luxury brands, they are an independent brand and not part of any larger conglomerate, the financial losses they experienced were particularly significant. It’s said that the brand was on the verge of bankruptcy.
During that period, Kendall Jenner, Bella Hadid, and numerous other celebrities began posting photos of minimalist attire on their social media pages, specifically mentioning the brand’s Instagram account.
The brand is also highly favored by many influencers, with several of them frequently appearing in the public eye wearing “The Row’s” clothing. Notable figures among them include Jennifer Aniston, Cate Blanchett, Michelle Obama, and others.
