the massooleh commblog

Vancouver based fashion company Herschel Supply Co., has quickly been growing since they started out in 2009. From 2010-2011, sales grew 900%, and another 350% last year. They frequently collaborate with big name fashion designers like Mark Mcnairy, and form partnerships with companies like Apple.

Yet, this rapid expansion could stand to hurt the company. One of Herschel’s key points of differentiation comes from the brand’s unique style: leather straps instead of zippers, heavy cotton canvas instead of cheap plastic; a Herschel bag stands out in a crowd of regular ones. But can the brand remain unique if everyone owns it?

The popularity of their style threatens to discredit their brand image, especially if a unique look is one of their main points of difference. Other companies like Vans and Urban Outfitters have started to copy Herschel’s styles as well for a cheaper price, further adding to the market saturation. Restricting production would put a cap on their growth, or force them into a highly established luxury market that would be difficult to compete with (ex. Louis Vuitton, Chanel etc.)

Herschel’s strengths come from their dedication to quality and and fine details, as well as its brand position in consumers’ minds as the first to develop their unique style. In order to continue its rapid growth in its current market position, the company needs to move away from advertising its fading uniqueness, and to emphasizing these points instead.