After speaking to fashion designer, Tracy Reese in October 2014, I realized why this occurs with almost every brand. When a brand has a targeted clientele, they are focused on designing pieces for their ideal client. If you are a successful brand that survives the 5 year start-up stage, it can be very difficult to create pieces that are different from the same things you've designed year after year, especially when you are designing for a specific client.
So it is so much easier for them to manufacture the same piece they created last year in a different color, fabric or make subtle design changes and call it "new." Someone who wears several brands may not notice that most brands are very repetitive in their designs but those who are the ideal loyal client will.
If a brand has the vision of maintaining truly loyal clients, why are they unable to see how counterproductive it can be to reproduce the same wardrobe pieces year after year? Yes, this works for the clients who want to re-purchase the same items year after year because when they find something that works, they want more of it.
However, for the client who likes to replace their old wardrobe with new and exciting pieces, these brands are not satisfying her needs, which creates a client who desires to be loyal but is unable to. As a result, she shops different brands and will always shop different brands no matter what discount or excellent customer service she is given.
I think brands need to focus on satisfying this need for their clients because no brand will ever be able to say they have won a client if they continue to attempt to convince their clients to purchase the same wardrobe they've purchased last year, year after year.
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