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Is Minimalism the New Black for Mums?
Mums are embracing minimalism as they opt to live simpler, more meaningful lives.
The respected global research firm, GfK, has revealed that mums feel more stress than any other consumer group, with typical stressors being their weight, their health, lack of sleep and the unwanted ‘noise’ of advertising that fills their lives. These stresses are key drivers towards the minimalism movement, and this trend is having a significant impact on clothing and apparel brands.
In the past few years since decluttering guru, Marie Kondo, launched her book, The Life Changing Magic of Tidying Up, mothers are actively choosing to buy less, particularly less clothing and shoes. They are aspiring to live more simply, and are adopting a ‘less is more’, approach to life. It is a clear protest to the busyness of the lives mothers now find themselves living and their revolt against consumerism, fast fashion and waste.
Mums want to declutter and destress their minds and focus on what is really important to them. They want a simpler, sustainable life. With it, they are starting to put greater consideration into every aspect of their lives; who they spend time with and the things they purchase. They are adopting mindful decision making.
Sarah Bartholomeusz, an Australian mother of two and founder of You Legal, has recently completed a self-imposed challenge to buy no items of clothing for one year. Sarah wanted to transform her relationship with retail and says she found the experience liberating. She was able to downsize her wardrobe significantly and donate clothes she was no longer wearing to opportunity shops and her work clothes to a charity which helps women get back into the workforce. It also had a far-reaching impact on her views about retail spending in the future. Sarah has stopped her instinct for purchasing clothes on a whim, and she intends to purchase fewer items this year, choosing only those of higher quality.
Sarah is not alone. Minimalism is becoming a movement for women across the globe. Facebook groups and influencers have popped up to support and encourage women to buy less, wear what they already have and focus on what really matters to them. The number of women who aspire to these values is rapidly growing in their quest for minimalism.
What does minimalism mean for brands and business owners?
Mums embracing minimalism are removing temptation by unsubscribing from shopping newsletters in droves. They are also actively unfriending brands on social media to focus on what is really important to them. This removes lots of the ‘noise’ they are subject to from advertisers. When they do spend, it is a far more considered decision, and they opt for higher quality pieces. They are also looking for pieces which are not subject to fashion trends opting for more classic clothing pieces. Is it no wonder fast fashion retailers are struggling, and we are seeing the demise of previously successful fashion retailers.
A new industry is emerging; women are choosing to hire clothing and accessories more often. Mothers love the fact that they can hire a special piece of clothing for an event, party or special occasion, rather than having to purchase an outfit. Businesses such as Wear Our Wardrobe, Her Wardrobe and Dress Me Darling are booming.
What should brands and business owners do about this new trend?
For long-term success, brands must focus on creating deeper more meaningful relationships with mothers. They need to focus on the quality of their product and service to demonstrate its real value. Demonstrating ethical sourcing also helps as this goes hand in hand with the minimalism movement. This can only be achieved by taking the time to look at the changing trends of purchasing by mums and working to understand their needs and respond accordingly.
I’d love to hear from you below if you feel your fashion or apparel brand is facing this issue or having trouble understanding mums.
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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