There is an article in today's Womens Wear Daily that is entitled "Fashion Brand Play Up Heritage". Below is an excerpt form that article. If you are a lover of Hermes and classic Chanel, you already understand the value ofenduring, classic style. I ask, who needs another trendy bag for a season. I'd rather have a classic that will last me a lifetime.
From WWD 5/13/2010
"Origin myths, legacy stories, reverence for founding dates, forefathers and artifacts. It sounds like a trip to the American Museum of Natural History — or perhaps your local men’s boutique.
Driven by consumers that have developed a taste for iconic, classic apparel, heritage has become hip, turning the fashion truism — that everything old is new again — on its head. These days, everything new looks kind of old.
Experts cite multiple reasons for this current backward glance. Economic insecurity has fueled nostalgia for more stable eras. Marketing-saturated consumers are eager for products that feel authentic and evoke a simpler time. More general consumer trends for transparency favor brands with backstories. But whatever the forces, heritage — which only a few years ago was relegated to dry corporate time lines and dusty archives — is now front and center of many company strategies."
