In the world of fashion – which is arguably one of the most saturated, imitated, and highly competitive industries – a brand’s success relies upon their ability to tick certain boxes (or more aptly, fill shopping carts).
Brands are expected to produce garments in the ‘colour of the season,’ design bold and instantly recognisable logos, create viral videos, and deliver a constant stream of visually aesthetic and engaging content on social media.
The result? An echo chamber of sameness in the market.
Marketing strategies blur together, producing output that feels repetitive and often uninspiring. From a customer’s perspective, every campaign begins to look, sound, and feel the same. Brands begin to lose their identity and distinct individuality, blending into one homogenised voice in the fashion game.
This is where The Row comes in – a brand that stands apart from the noise both in terms of their products and approach to marketing. Embracing the philosophy that less is undeniably more, The Row redefines modern luxury, offering a great case study in how-to align a brand’s digital footprint with its core strategy, product, and point of difference.
Haven’t yet been mesmerised by The Row’s beautiful, yet eye-wateringly expensive pieces? – here’s a quick introduction. Founded in 2006 by twin duo Mary-Kate and Ashley Olsen, the former teen actors saw that no brand was conceptualising “the core, wearable part of a wardrobe” under the designer luxury category. So, they did, successfully building The Row into a $1 billion USD brand that is worn by the likes of Kendall Jenner, Sofia Richie Grange, Rosie HW, Zoe Kravitz, and Jennifer Lawrence.
The Marketing Magic Behind The Row
Quiet Luxury Meets Quiet Marketing
The Row does not rely on seasonal trends to drive growth, awareness, and ‘easy’ money grabs. Instead, the brand embraces a more deliberate and sustainable approach, offering understated and timeless wardrobe essentials. These pieces favour craftsmanship and minimalism over bold logos – embodying the true essence of quiet luxury.
It’s no surprise, then, that their social media presence mirrors this philosophy. You won’t find billboards, paid advertisements, celebrity campaigns, or influencer partnerships. Rather, The Row remains elusive, occasionally sharing content on Instagram but largely remaining silent.
To fully experience and engage with the brand, clients must visit one of their five brick-and-mortar stores across London, New York, Los Angeles, or Paris, reinforcing the brand’s exclusive, old-fashion presence.
This intentional absence from the mainstream digital spotlight has only elevated the brand’s luxury status, associating its products with scarcity and, in turn, increasing demand.
Market The Brand, Not The Product
The Row’s Instagram is unlike that of many brands.
Where most brands flood their social media with campaigns, magazine features, product-heavy content, bts and influencer collaborations, the platform quickly becomes saturated. In this noise, brands often struggle to stand out as their content either gets lost or becomes too similar to that of other brands.
With this is mind, the Olsen twins consciously chose to make their Instagram appear as a brand mood board. Instead of overwhelming the viewer with product-focused imagery, they share a curated selection of artistic inspiration – from paintings and sculptures to architecture and natural landscapes.
Through sharing the underlying concepts and sources of inspiration, The Row fosters a greater level of respect and appreciation for the final product – their garments, and the associated price tag.
This intentional shift away from constant product promotion and heavy social media activity speaks to their brand ethos at large. The Row positions themselves as an anti-trend, high-quality and exclusive label. Therefore, their Instagram does not feature trend-driven content, prioritising quality over quantity and artistry over materialism.
Product Is King
This is what Mary-Kate and Ashley Olsen know to be true and live by in every aspect of the brand. Whether it be their fashion shows, website, showrooms or Instagram posts, simplicity is the common thread that runs throughout.
The minimalistic approach ensures that the focus remains entirely on the garments, their craftsmanship, fabrication, and overall design. By stripping away any unnecessary additions, the brand demonstrates they believe the products speak for, and ultimately sell themselves.
Moreover, The Row has stayed true to their core DNA. Unlike many fashion houses, the brand is not swayed by market trends or competitors. As Libby Page, Market Director at Net-a-Porter stated, “The Row [is] the epitome of understated and timeless elegance. They make simple wardrobe foundations feel luxurious and unique.”
This commitment to championing their products, combined with a clear understanding of their core purpose and vision, has propelled the brand to the esteemed status and league it occupies today.
Ultimately, The Row, alike to its founders Mary-Kate and Ashley Olsen, exude true luxury – unassuming, elegant, and effortlessly discreet.
A timeless brand brought to life by two fashion heirlooms in the making.
