Why does EVERYONE LOVE The Row?!

everyone loves the row but how did the rich woman's Uniqlo run by twin teen Sensations Mary Kate and Ashley become the Pinnacle of designer understated luxury celebrity brands are not new to us okay we have seen the celebrity makeup lines skincare lines self-titled perfume mirror lest we forget midnight Fantasy by Britney Spears um and we've also seen the numerous celebrity collabs with you know well-known household Brands over the years but the thing with those projects and the success of those projects really lies on the fact that that celebrity is the face of the brand They are promoting said product whatever that is they're in the ads they're in the Vogue Beauty Secret Series whatever that is they're in the seven day seven looks name dropping it in there right however the row has become the altar at which minimalist girlies worship at by doing the exact opposite one by the likes of everybody from Gwyneth Paltrow Zoe Kravitz Haley Bieber Rosie Huntington Whiteley Jennifer Lawrence Emily ratica Escape all of the celebrities loved the sodding row and it's also won I think about five cfda Awards and been nominated for many many more how have they managed to do it guys if you are new here my name is Cassie and I'm a self-diagnosed luxury addict I about videos on Mondays Wednesdays and Fridays so if you like luxury fashion then you're gonna love it here so down that subscribers on the Bell become a member of our luxury addicted family when are we going to rehab never now I know that you're sat here and you're like Veron Cassie is not of the Roe girly and I'm not okay I am you know I am loud luxury loud and proud okay but the row and it's sort of whole world around it fascinates me which is why I thought today's video would be very interesting Mary Kate and Ashley Olsen personal Idols of mine growing up okay I had all of the DVDs Holiday in the Sun so little time I still have the theme tune in my head okay so little time so much you do I want to spare my days with you you know the one New York minute okay to name but a few iconic movies of theirs so little time I bought the collab that was at Walmart slash Asda okay I had the Game Boy game I was a big mkna fan they were fixtures of like bubbly pop culture and they had all the branding at the time that went along with that like I said the collaborations with you know household names like Walmart and all of that however they've also cemented themselves as fashion icons over the years outside of their you know girly pop sort of era of um the early 2000s we then saw them become these like um they would often be ridiculed let's say that in tabloids and whatever for their grungy outfits very sort of swamped by clothes look homeless Chic um Mary Kate had her trusted beloved Balenciaga motorcycle bag that that thing was truly Hanging On by a thread it had been everywhere it had seen everything and whether that was your Vibe or not they were doing something very different from everybody else at the time so they went to University at NYU I believe that they dropped out at some point but they moved to New York and in 2006 they started the row named after saddle Row in London you know um famous men's suiting tailoring Street and this whole brand started out of the want to create the perfect white T-shirt okay with the perfect draping it fell on the body perfectly I believe their first collection consisted of six pieces and it took them a year and a half to put that together right that was the like attention to detail they wanted they were perfectionists and it's sort of all based around the capsule wardrobe pieces that you can throw on and not think about the core perfect building blocks and focus on the tailoring and the fit of those pieces within the designer luxury space they wanted pieces that they could mix and match with the designer pieces that they already had they rarely give interviews but in 2011 they did sit down with netaporte and Ashley said it's not a trend-based brand so I want you to keep that in mind as we go throughout this whole thing okay now one thing that I think has been a contributing factor to the success of the brand is the fact that they have no desire to be the face of the brand they actually have sort of said that they'd prefer if people sort of didn't know it was then behind it with the row colors are rare okay it's neutrals and if there are colors they're even muted within that um it's clean lines it's a focus on draping and tailoring if you look at the pieces you're not going to see many things if any that are form fitting or very close to the body things tend to be quite modestly cut and styled in layers right so that you can really build up an outfit within your comfort zone and because of that it's actually ended up appealing to quite a wide range of women they also now do menswear so it's encompassing a wider range of women and body types than most designer luxury Brands there's an article that the cut did about the row in I think like 2019 and they said a younger row client said my mum aunt and I all share pieces from the row maybe I'll regret when I'm actually 60 that I was wearing it at 34. actually I'm sure I will why was I dressed like a 60 year old pros and cons to that because you can say oh investment pieces you can wear them now you can wear them in 30 years time sort of thing right but also yeah there's the lack of sort of trend focus of the brand maybe means that you know she's got a point but the pieces are versatile they are easy and that's the point they sort of ooze this and this is coming from somebody who's aesthetic it is absolutely not it does ooze this sort of nonchalance and and sort of Carefree coolness at the moment quiet luxury is trending so even more if the row is going to be successful we're going to see that happen now okay with the whole logoless minimalism Vibe people are wanting to invest in less but better right and so the row is destined to thrive in this sort of environment right the half moon row bag is also like shut up in popularity um it's very sort of minimalist and easy and it can work for actually all styles because you can have you know like a Y2K look with this bag or you can do the whole minimalism richer every side woman with this bag too anyway Vogue reported that searches for the row um went up 185 percent in January and February of 2023 compared to 2022 so just within a year really the popularity has shot up hugely but the road has been doing well for a while before Barney's filed for bankruptcy R.I.P the row was the best selling ready-to-air brand above all of your lvmh Celine Saint Laurent whatevers okay and actually um when they file for bankruptcy they owed the row 3.7 million dollars we know that the clothes are understated but the brand is in general if you look at their Instagram they're just showing you know random paintings and you know pieces of Art and all of that you have to sift through to actually if you didn't know it was the Rose Instagram account you would be like this is an art gallery somewhere their first magazine advert apologies it was not an ad campaign it was basically like their first sort of feature in a magazine and it was part of vogue's 125th birthday issue was a double page spread of white paper that just said the row on it Mary Kate and Ashley do not have Instagrams and I think that they sort of breed that privacy into the brand and with every brand right with every purchase uh you sort of buy into the world of that brand that Vibe and theirs is this sort of super understated um effortlessness now there is also something to say that the mystery that this brand has is maybe more luxurious than what we're used to within luxury fashion right we live in a world where we know everything about everything within 0.1 second of the thing happening with social media people posting their lives Brands posting update Brands coming out with stuff all of the time there is something to be said about the luxury of not showing any of that mystery is a luxury in today's world I will say it's all about the vibes okay their whole success isn't just hinged on the fact that when you put you know their clothes on you feel like you pay ninety thousand dollars a child in private school fees a term on the Upper East Side there is a quality there that people keep going back to the row is notoriously not cheap okay you're looking at like a thousand dollars for a cashmere sweater t-shirts are 300 dollars and they used to all be made in the US I believe and part of that was because Mary Kate and Ashley from what I've read do seem to be extremely Hands-On they are in there in the offices daily working with the team they're in it and partly why they wanted your um American manufacturer apart from the valley it's an American brand was so that they could oversee all of the details however during the pandemic I believe man most of the manufacturing moved to Italy so I'm not sure sort of how things have changed I'm not the real customer so I'm not sure if you can tell a difference but based on maybe the popularity of the brand still maybe there isn't much of one our kitchen actually aren't trained designers however what they have sort of or are very aware of is from what I've read again is that they're very willing to learn they employ people who have the knowledge that they need and also they use their experiences being around luxury and as consumers to formulate the vision for the brand and make tweaks and what's important and all of that and they're very focused on the aspects that are important to them so what's the formula great quality okay you've got a vibe that the people who can afford your clothes want to be a part of and the pieces are easy to wear you can throw them on and go and you look fabulous but there is another aspect that I think is really important and that is the fact that the row is privately owned Mary Kate and Ashley bankroll it okay they don't have a big conglomerate an lvmh a caring or anything behind them which means that as a consumer as an as a the road customer you get consistency you're not worried that they're going to deviate from the rose plan over the time that you're interested in buying because there's not going to be a new creative director coming in after a couple of years changing things around making it their own there's not going to be a revolving doors of a new Vibe you buy into the row you know what you're getting and there's and there's a comfort in that consistency from a consumer's point of view and the row customer isn't just a one off the road customer they are back season after season and I'll have a bit of this and I'll have a bit of that and I'll have 30 sweaters thank you very much now what I did also want to sort of uses a bit of a comparison it's not a light for like this is an apples and apples okay it's maybe apple and a pineapple but if you compare the row a celebrity designer fashion brand two Victoria Beckham again a celebrity designer fashion brand up until last year that brand was constantly being reported on for making losses a whole of debt and apparently David Becker had to keep bailing her out and whatever else in 2022 they did report profits and uh part of that strategy that sort of helped is that I think that they lowered the sort of average price of the products which is interesting because the row isn't doing any of that the row is charging four to five figures for a coat with absolutely zero issues and maybe it's again the Detachment from them as celebrities I'm not even going to like sort of throw in the fact that you know as celebrities they're very different people Mary Kate and Ashley versus Victoria Beckham who is much more in the public eye who you know has had a very different career to them but really ended up in a similar-ish place but maybe a part of it is that mysteriousness that Detachment from it being a celebrity brand that has caused or that's contributed to such huge success for them the other thing is that the row has always known what it's been from the beginning hasn't been to Trends and look I love a good Trend right but I can respect the fact that it is a brand that knows exactly what it is it's in its own lane entirely it's not bothered about what anybody else is doing and it is insanely focused on its customer and I think with all of those things together that is the little Mary Kate and Ashley Secret Sauce let me know what you think I'm going to leave a link to another video over here in case you're already seen it have amazing morning afternoon or evening wherever you are and in the words of my father if you've enjoyed it tell your friends if you haven't keep your mouth shut I'll see you in my next one mwah bye guys

Channel: Cassie Thorpe

Views: 78,478

Keywords: the row, the row bag, the row half moon bag, the row fashion show, WHY IS THE ROW SO SUCCESSFUL, why is the row so expensive, the row 2023, 2023 the row, new season the row, the row bags, the row review, the row shoes

Id: BgpWTk5RDq4

Length: 14min 56sec (896 seconds)

Published: Fri Aug 18 2023