Sara K Arnold, founder of higher.studio discusses our aim to change patterns and understanding of consumption with Josh Walker from LS:N Global, a division of THE : FUTURE : LABORATORY. Read the article here or see below for our uncut explanations of who we aim to serve and why.
WHO ARE WE TARGETING?
H: We provide access rather than ownership, which allows customers to be more experimental as they don't have commit to the items they choose. By removing this potential stress, we can offer more experimental pieces and target a customer that doesn't necessarily wear these type of items at the moment.
Our customers may be those who typically invest money in their wardrobes and would like to try more avant-garde designers such as Comme des Garcons and new emerging designers. We’re not against lending to stylists but our real aim is to change patterns and understanding of consumption for fashion lovers.
Though access over ownership is on the rise, fashion companies in this field are aiming at a mainstream market. We saw a market gap in providing access to fashion for people that had a real passion for design and the overall experience rather than just wanting a label.
We also found that these types of consumers were attracted to the commitment to a lifestyle choice that the subscription model provides in contrast to the pure rental model.
WHAT PROMPTED US TO START HIGHER.STUDIO?
H: I studied fashion design at Central Saint Martins but my concern for sustainability meant that I couldn't find a reason to justify creating clothes and creating more consciously seemed insufficient. I saw the circular economy, or more specifically the performance economy, as a solution.
As a creative, I also saw this as a way that we can be more creative. By profiting from the longevity of our assets lifespan, we have reason to invest in the emotional durability created by innovation, creativity and craft.
From the point of view of consumers, our research has shown that people are getting tired of extensive ownership and instead are seeking experiences. We see higher.studio as access to a fashion experience.