Those who were born during the last century remember that after the first Gulf war, markets returned to growth thanks to a new concept called basics. Muji was definitely a marker of these years, and so was this little black dress all women needed to have, not to show they were widows but because consumers wanted to shop differently. They wanted their purchases to be meaningful. Understand: more reasonable.
Times have changed a lot, and different fashions have appeared and disappeared: baroque, bling, bronze and gold, XXL logos… Everything basics’ fans rejected. Life being an eternal renewal, no one is surprised by this return to the basics. In world of cosmetics, this translates into products defending that “less is more” statement: black type font on white background, simple and descriptive names, no picture, Bauhaus or pharmaceutical styles of packaging. And in the fashion word (obviously), many brands are trying the adjective “perfect” to renew the genre and kindle desire. The moment’s T-shirt, a Levi’s white and red self-qualified “Perfect Graphic Tee” is not successful by chance. Not too edgy, at a reasonable price: it’s the Stan Smith’s cousin. How could someone owning a “perfect” sweater ever think of throwing it away?
The moment’s art of basics isn’t surprising. It shows the consumers’ weariness of the escalation of pseudo-scientific messages. Or very far from the reality of their daily life. Dream are no longer enough to guarantee sales… It is also the expression of a new position from brands willing to appear more reasonable, transparent and accessible. In this case, less is better.