Less is More: Applying Essentialism to Transform Fashion

Lately, a book called 'Essentialism' by Greg McKeown caught my eye with its interesting tagline, 'The Disciplined Pursuit of Less'. It goes against today's norm of trying to do a hundred things a day, valuing busyness at work, and constantly feeling the fear of missing out (FOMO). While I highly recommend reading the book and applying its ideas to your life, this article will transfer some essentialism principles to the fashion industry, which is in dire need of them.

Essentialism in the business model

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The first step to achieving more in less time is to clarify the essential intent. In today's highly saturated social media environment, brands are bombarded with countless choices. There's a temptation to jump on every trendy bandwagon as soon as possible.

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But such a desire can come at a high cost. Consider the next example. American Apparel succeeded by focusing on a clear essential intent: producing high-quality basics emphasizing "Made in the USA" and ethical manufacturing practices. Their vertical integration allowed quick responses to trends and maintained a consistent brand image. However, when Forever 21 tried to replicate this approach with their "American Dream" line, their fast-fashion model clashed with ethical production. The shift led to higher costs, longer lead times, and an inability to maintain low price points, ultimately resulting in the line's discontinuation.

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This case highlights the importance of aligning essential intent with overall business strategy. Same as people should answer the question ‘What should I go big on?’ instead of ‘How can I do it all?’ it's equally crucial for businesses to define a meaningful and measurable intent, a strategic choice that eliminates a universe of other options and maps a course for the next five, ten, or even twenty years.

Essentialism in production

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First and foremost, essentialism supports sustainability. Over the past few decades, fast fashion's emphasis on quantity over quality has fostered a throwaway culture, where garments are crafted for short-term trends, leading to rapid turnover in consumers' closets. This cycle contributes to overproduction, labor exploitation, and environmental degradation. One recent example is the ‘Barbiecore fashion fever’ discussed in the previous article.

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From a business perspective, essentialism in production can also be financially rewarding. While producing in large quantities might offer short-term gains, focusing on quality enables brands to command higher price points and build a loyal customer base. Consumers increasingly value products that offer durability, longevity, and a reduced need for constant replacement. Brands prioritizing quality can establish a reputation for craftsmanship and authenticity, setting them apart from competitors.

Essentialism in consumption

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Finally, as consumers, we can't fully apply the essentialism philosophy to the fashion industry without reflecting it in our daily choices. It's quite clear that we should support sustainable brands and avoid fast fashion. However, essentialism doesn't fully align if you end up cluttering your wardrobe with high-quality, sustainable, yet non-essential clothes.

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In his book, Greg McKeown offers a 'cleaning wardrobe' analogy for our daily decisions. But when was the last time you actually sorted out your wardrobe or recycled old clothes? Helpful tips can guide you in deciding whether to keep a certain item or send it for recycling. Ask yourself, 'Do I truly love it?' and 'If I didn't own it, how much would I pay to buy it?' The last question often helps counter the Endowment Effect, where people value things they already own more than they usually would.

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Also, consider taking your old clothes to a thrift store. You might receive some financial compensation and even discover some vintage clothing. Embracing second-hand options benefits both consumers and our precious planet.