Why brands are taking a less-is-more approach to marketing

This story is part of Glossy’s Return to Analog series, focused on the fashion and beauty brands embracing all things analog and retro, including those eschewing social media marketing or AI and those embracing traditional crafts or print media.

In an era where a brand’s message is often lost on noisy digital channels, a group of fashion brands is shifting toward analog marketing methods and reversing old notions about effective marketing. Brands targeting niche audiences are seeing the most success with this strategy. 

To resonate with its audience, Belgian-based Jan-Jan Van Essche focuses on the “silent” nature of garments, said the brand’s namesake founder. Jan-Jan Van Essche’s focus is unisex clothing with fine craftsmanship and minimal seams that retail for $400-$1,200. Perhaps its greatest differentiator is that it does zero digital marketing.

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