the kooples

a fashionable friend of mine working abroad in london tipped me off to this trés chic french clothing company that just debuted in the uk. oddly enough, the koople's clothing is actually british-inspired, citing "military elegance, 'crombie' coats, and tailored three-piece suits" as some of their key collection pieces.

the really neat thing, however, is how the company has marketed and aligned itself to consumers. they use real-life (and insanely gorgeous) couples as models. they've recorded short films of the couples describing how they met, what they love about the other person, etc. that are so simple and genuine they make your heart melt. especially when spoken in a faint french accent. usually these candid videos seem contrived and uncomfortable but before i knew it, i had watched all eight couple features before my morning cup of tea. my guess is that the brand began with this theme in mind--after all, 'the kooples' sounds mysteriously similar to 'the couples'. on the company's website, they even feature an editorial that showcases various couples throughout history: john and yoko, kate moss and pete doherty, elvis and priscilla.

not surprisingly, the brand emphasizes genuineness and quality (isn't that what we all search for, in clothing and in relationships? ;). they evoke memories of savile row, david bowie, the age of rock--and aim to capture and recreate the feelings of britain's past. they've even gone so far as to establish a record label to round out this genuine rocker image. they include lists of their favorite local events and artists so that you too, can not only wear these insanely hip clothes but also have the edgy musical tastes to back them up. if only the model-esque boyfriend/girlfriend was provided as well!

overall, the kooples has made their brand a lifestyle that extends beyond trendy clothing. the kooples main mission is obviously to generate profits, but they've made customers feel as though they are each individual, important members of something bigger than just a fashion label. when we're bombarded with commercials, advertisements, and new trends daily--how do you set your company apart? many companies, similar to the kooples, are pushing this element of buying more than just a product. you shop and purchase for the experience, the lifestyle. when you buy from the kooples, you are part of a unique group. you share their musical and artistic interests, their fashion sense, their outlook on life, even their social values. the experience lasts longer than just grabbing a jacket off of a hanger and swiping your credit card. 


and this is what companies--both fashion and non-fashion alike--strive to do: connect directly with consumers and create a loyal following that lasts beyond that initial purchase. you not only buy the pants/shirt/coat, you buy the vibe, the feeling. and the odds are, you'll come back--again, and again. because you feel like you are supporting this kooples vision of individuality and genuineness.


what brands are you loyal to? why? how have other companies employed techniques similar to those of the kooples?

photos and video c/o the kooples