Presentation Martin Margiela
An accurate analysis of the profile of MMM’s customers is to use socio-styles. MMM’s customers are sharing the same vision of fashion, they love refined but minimalist fashion and are avant-gardists. They want to stand out from seasonal trends and they do reject the conventions in fashion: they are rigorists.
Two subcultures are mainly represented amongst MMM’s customers. The “Bobos“are the new urban upper class, they love wearing brands without showing-off, and it corresponds to the no-logos cult of MMM. They love the idea of a “confidential luxury” and unachieved aesthetics like the nude beauty look of Charlotte Gainsbourg for example. Bobos are aware of the environmental issues, they buy organic food and recycle: the idea of making new clothes with old ones is in MMM’s DNA (“Artisanal” clothes line). More recently, the Hip-Hop subculture started to be represented when the rapper Kanye West started to talk about the brand and went on stage with the famous crystal-embellized facemask. The rapper Future even created a song called “Martin Margiela”. This is quite paradoxal considering that Hip-Hop is all about bling-bling and MMM about Belgian minimalism. But we all know that in analysing trends, there is always a small counter trend to the global trend.
It seems that MMM discreetly tries to reach new customers and to make its brand more accessible by sharing its avant-gardist vision of fashion. The collaboration with H&M highly increased the brand reputation and the launched of MMM’s perfume “Untitled” (sold in all the big department stores) also popularized the brand while keeping its rigorist and minimalist reputation.
Two subcultures are mainly represented amongst MMM’s customers. The “Bobos“are the new urban upper class, they love wearing brands without showing-off, and it corresponds to the no-logos cult of MMM. They love the idea of a “confidential luxury” and unachieved aesthetics like the nude beauty look of Charlotte Gainsbourg for example. Bobos are aware of the environmental issues, they buy organic food and recycle: the idea of making new clothes with old ones is in MMM’s DNA (“Artisanal” clothes line). More recently, the Hip-Hop subculture started to be represented when the rapper Kanye West started to talk about the brand and went on stage with the famous crystal-embellized facemask. The rapper Future even created a song called “Martin Margiela”. This is quite paradoxal considering that Hip-Hop is all about bling-bling and MMM about Belgian minimalism. But we all know that in analysing trends, there is always a small counter trend to the global trend.
It seems that MMM discreetly tries to reach new customers and to make its brand more accessible by sharing its avant-gardist vision of fashion. The collaboration with H&M highly increased the brand reputation and the launched of MMM’s perfume “Untitled” (sold in all the big department stores) also popularized the brand while keeping its rigorist and minimalist reputation.