In some cases, their success lies in the fact that they don't.
"If you're passionate about something when you design and you try to be consistent in your branding, then I think people start to understand what you're trying to do," offers Parsons.
Parsons, whose brand is still young and self-funded, devotes the majority of her marketing budget to shooting beautiful look books and images for social media — which hopefully convey the craftsmanship of the product and set it apart. Few Instagram accounts are as cohesive as Bing's black-and white grid, which features her looking excellent in her own designs. The separate Anine Bing brand account focuses more on editorial imagery, featuring models and brand muses.Another valuable source of content is influencers and celebrities showcasing the product, or even participating in collaborations.
An exception to this, pricing-wise, is The Row. It's so exorbitantly expensive that it's become fashion's quietest status symbol, adopted by a small group of celebrities who can afford to buy it and may be reacting against the tendency of the fame-hungry to dress for attention. Even Kendall Jenner has been wearing it recently, prompting"Think of it as the 'speak softly and carry a big stick' of fashion, which often acts against things like Instagram tags.
Alongside effective community-building through social media and retail, reliable product makes it possible for these brands to build a truly loyal customer base, which ideally translates to a long-lasting business.In building a "quiet" brand, founders are unlikely to experience the overnight success of one with an attention-grabbing viral product. Additionally, fashion-week publicity stunts and splashy marketing campaigns don't really fit into the quiet-brand ethos.
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