Core, signature, seasonless; what they mean and why you need to know them!
As consumers' mindsets shift towards a more eco-conscious and versatile approach to dressing, you can almost hear the collective sigh of relief as they realise they are free of the shackles of fast fashion and no longer need to update their wardrobes every couple of months to keep up with the latest trends.
With this in mind, direct to consumer labels need to consider introducing seasonless lines curated from their core (basics or essentials) or signature (distinctive styles that clearly represent the brand’s aesthetic) collections. As their name suggests these styles are available all year round (with an occasional colour or styling update) and allow the consumer to come back for their favourite year in and year out. Take BASSIKE for example - you know you can always get their signature organic cotton scoop neck tee in black, white and grey-marl all year round. This approach, in turn enables the brand to continually sell product outside of their more trend-driven collections that drop two or three times a year.
If you’re thinking of introducing a seasonless collection, another advantage is that it will keep your manufacturer happy with a guaranteed production cycle all year round!