Sacrificing Core Values For Sales: The Brands To Blame

In a modern world where we seem to be fine with commodifying just about everything that we can, are we struggling to keep sight of what we initially wanted? Are we just blinded by the urge to buy? We appear so satisfied in allowing our goals to be as ephemeral as the fashion trends that we worship.

But we are not the only ones who can be criticised for occasionally losing sight of our core values when something shiny and new crosses our path, tempting us to change our priorities. Brands do this all the time: they gain popularity, step into the spotlight and forget who they are. They forget their original purpose, what they first stood for; like that friend you lost at 15 when they became popular. Sometimes we can’t help but be blinded by the light.

Countless brands have fallen victim to this curse; but are they all to blame?

Mock-up Mountaineering

Growing up in the English Countryside, specifically The Lake District, I quickly became desensitised to seeing outdoor gear in all walks of life (pun intended). It was never a fashion statement, at least not intentionally, and I always believed that it was specific to where I lived – people wore this on a purely practical basis. After moving to a city and gaining awareness of the ongoings of the fashion world, I realised that outdoor and mountaineering brands, like The North Face and Patagonia, are being worn outside of these specific contexts.

And it’s not just a few fashion-forward individuals who found their outfit-muse whilst trekking up one of our beloved fells, but the brands are playing into it – releasing products that aren’t intended for their niche.

The North Face and Patagonia were never supposed to be fashionable brands, they were supposed to sell functional products. And they did! Well, at least until they got catapulted into the mainstream. When this happened, they adapted (as you do). And good for them – make those sales, I would too! But it’s costing the brand the quality of their products. I love my North Face puffer, but I couldn’t wear it on top of a mountain.

By transitioning from function into fashion, they’ve lost sight of their original purpose.

Pseudo-Sportswear

Take the example of athleisure brands such as Adidas. A brand that originally intended to solely sell sportswear, has quickly turned to selling products that would disintegrate if sweat touched them (despite using sweatshops).

New Balance is another example of this. My grandad used to exclusively buy shoes from them when running marathons in the 70s. Now my flatmate wears the same brand when we go clubbing. Either way, they’re clearly great shoes for endurance and comfort, but are being sold to very different crowds. And though the brand is the same, I doubt my grandad could have worn my flatmate's clubbing shoes to run a marathon.

Artificial Activism

I’m a massive fan of the Vivienne Westwood brand, but I do have to say that I think their priorities have changed. When Vivienne Westwood herself initially began the label, it was intended to add to the punk movement through visual expression, by use of fashion as her canvas. Her work was set to challenge mainstream designers by making her pieces statements of activism.

Although the brand stays true to these values, they’ve undeniably become a major designer brand, which (like all designer brands) isn’t accessible to the general public. Is that punk?

One of their most popular products is the pearl necklace with the brand’s logo draped at the centre of the wearer’s neck. Do you think that everyone who is wearing this is doing so in order to be a punk? Are they attempting to make a statement embedded in alternative fashion? Of course not! It’s because the necklace is popular!

Illusions of values

Despite losing sight, the brands upkeep the façade of their original visions with an element of their ‘core’ values (even if it’s only surface level). The North Face still looks outdoorsy; Adidas still appears sporty, except now it’s aesthetic and not useful – they’ve shifted from substance into style. The products become mainstream, so they need to decrease the price to satisfy the customer. And to do this, they must surrender their quality.

Reflections on the real guilty party

Instead of criticising the brands, should we hold a mirror up to ourselves as the consumers that forced them to do this? We adore everything that steps into our line of view and value none of it! We don’t care about the origins of the brand, or what they stand for - we only care that it’s on trend.

What are the brands supposed to do? Not meet our demands and go bankrupt? They’re like struggling parents trying to appease their tantruming toddlers - I feel bad for them!

At least they keep the guise of what their values once were. They keep the athletic aesthetic, or make it seem like you could wear the coat up a mountain. As consumers, we just don’t care about it. We’ve completely lost sight! Who can blame these brands for going blind with us?