Leading the movement for meaningful fashion
At dog&boy, we’ve always rebelled against du jour fashion. Instead of following trends or seasons, we’ve built our brand on timeless designs and beautiful fabrics that make women feel good. We’ve bucked industry demands, braved changing seasons, and bridged the gap between luxury scarves and luxury budgets.
We’ve fought the good fight for fashion – and recent studies show we’re winning. In the past year, there’s been a definite shift away from disposable fashion and towards more meaningful modes of dressing. More women (and men) are looking for a deeper connection with the clothes they wear and the brands they buy, and this is only set to grow stronger.
In this post, I’ll talk about the future of fashion (it looks bright!), and how dog&boy are leading the pack with luxury scarves that fuse timeless style with serious substance.
Smart shoppers are demanding more
The Business of Fashion 'The State of Fashion 2018' report, compiled by leading market research group McKinsey&Company, puts consumers in the driver’s seat for the first time in a long time. Rather than taking a back seat or being dictated by industry trends, shoppers are becoming more decisive about what they want – and it’s more than a cute colour or a cool label.
The study shows that, in 2018, people want to buy from brands who offer quality, authenticity, aesthetics and convenience – and who do it all at the right price. Even more importantly, they want to buy from brands whose values align with their own. This includes everything from sharing their worldviews, to supporting sustainability, and giving back to the community.
As renowned CEO and designer Tory Burch says, “Customers today want businesses with purpose. Obviously, the product has to be A-plus but it's also really what you stand for and what you believe in.”
The new look of luxury
The new focus on meaningful fashion has changed the way we define luxury. In 2018, luxury is about more than labels and price tags. It’ about loving the way you look and feel. Sumptuous fabrics, intelligent design and quality craftsmanship are still mandatory, but real luxury demands something more. It needs to capture the wearer’s heart and spirit – and this is what dog&boy does best.
Our scarves are lovingly made with the finest pure, natural fabrics, and every piece tells a story that’s meaningful to the woman who wears it. Like our bold style Perfectly Imperfect, which speaks to the rare beauty of imperfection. Or the understated Within scarf, which reminds us to harvest joy from the inside out.
In terms of price, dog&boy offers a beautiful contradiction between exclusivity and accessibility, which distinguishes us from traditional luxury brands. Our limited-edition designs make each scarf feel like a collector’s item, but our price tags make it possible for every woman to treat herself. For less than $200, you can look and feel like a million dollars – a fraction of the price of some premium brands.
Harder-working wardrobe staples
Part of the movement towards curated fashion relates to minimalism and living a more meaningful life with less. In an article for the New York Times, Bloomingdale’s accessories director Brooke Jaffes said, “We live in a world where, ideally, every purchase has to have more than one function. Scarves need to be style-able, have personality. It’s about being your own stylist”.
The modern woman wants more bang for her buck, and dog&boy scarves are ahead of the curve. Our oversized scarves can be styled in a myriad of ways, making them the ultimate fashion accessory. In fact, every scarf comes with a wear&care brochure showing the various styling options and how to create them with a few simple wraps or twists.
A scarf like our popular Reflection design, for example, can be worn as a cape, vest, cowl or halter dress. Throw in some jeans, a tank and a swimsuit, and your summer holiday wardrobe is sorted. There aren’t many accessories that can multi-task that hard, making dog&boy a true leader in convertible fashion.
The future looks bright – and it’s all thanks to you
It’s an exciting time for the fashion industry, and we’re proud to be one of the brands leading the movement for meaningful style – but we couldn’t do it without you.
The success of dog&boy is because of women like you, who have always demanded something special and different. We’ve danced to the beat of our own drum since the beginning, and you’ve danced with us. Thank you.
I’m so excited for what we have in store for you this year. New designs, new fabrics and new stories are coming soon. Until then, keep dancing like no one’s watching.
Sonya xx
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