Ah, in the ever-evolving fashion world, we see trends come and go. But as a business owner, should you hop on every single trend that you see?
In my opinion, absolutely not. For example, my brand is all about bringing European-style clothing to the U.S., and right now a really big trend we’re seeing is Western. For me, the Western trend does not fit my brand or aesthetic. I would be doing a disservice to my market by offering this type of clothing because it’s not who my brand is at its core.
I’ve seen boutiques fall into this pitfall so many times. They chase every new trend thinking it will increase sales, but after a while, customers start to get whiplash. When your audience knows you for one type of identity and then suddenly sees you buying into every trend, it creates confusion. Your customers no longer know what to expect from you, and that uncertainty can actually push them away.
As a boutique owner, you want your customers to trust your style and your point of view. When you buy based on trends instead of your brand’s true identity, it gives customers a sense of false hope. They come to your site or store unsure of what they’ll find, and that inconsistency can quickly lead to a loss in loyalty.
I think as business owners, we often feel the pressure to jump on the next big thing because we believe it will lead to more sales. But that simply isn’t the case. When you establish a brand and aesthetic—especially in a boutique setting—you need to remember your core identity and evaluate whether a trend aligns with who you are. If it doesn’t, then you simply don’t buy it.
I truly believe this is where margins are lost and waste happens most often. Staying true to your brand will always serve you better than chasing every fleeting trend.