Retail Lab: The Power of Basics
Basics are anything but basic. In this week’s Retail Lab, let’s talk about the pieces in stores and in wardrobes that are intentionally designed to go unnoticed.
But isn’t it boring to talk about basics? Isn’t it obvious what they’re for?
I don’t think so; done right, basics are technical pieces that have the potential to transform an outfit, and create huge profits for the retailer season after season, with minimal updates.
They’re hero pieces, and if they’re are overlooked by a retailer or customer, it’s to their detriment; basics can unlock sales for a business and create different outfit combinations for shoppers who struggle to get dressed with a wardrobe full of clothes.
This is why I’m giving basics their moment in the spotlight.
First thing’s first, what is a “basic”?
TL;DR: basics are foundation pieces that create a base, go with everything, have a simple structure and are made of breathable fabrics that move with the wearer and fly under the trend radar.
For me basics are their own category; here are some of their defining characteristics:
A classic, flattering silhouette that makes it easier to get dressed;
Comfortable and breathable;
Understated, not vying for attention;
Neutral colours including black, white, navy, beige;
Versatile;
Label-less and anti-trend because we don’t need to know where they’re from;
Durable because a high-quality construction means customers don’t need to buy 10 of the same item, which defeats the purpose of basics;
A detailed construction but no signs of extra details, for example a white t shirt, a black jumper in a fine knit, or a grey blazer.
Why is this a non-negotiable category for retailers?
Retailers need core products that sell on repeat with consistent sales season after season and help customers who are time-poor while living in an era of fleeting trends.
Core lines done right can help to sell other higher priced items;
They show an understanding of what the customer needs and doesn’t just want;
It’s the only product category that transcends seasons but will lead to repeat spend;
They make customers feel better in other trend-led items you sell by creating balance;
Basics create ease and remove decision fatigue for customers; few of us have the time to think about which look we want to create each day and economic turmoil means we’re looking for simplicity, and will gravitate to the retailers who can cater to this need.
Opportunities
Here are some of the opportunities I see in the basics category for retailers.
They can leverage the opportunity for creative styling content with “outfit building” reels and style guides, as well as offering personal styling in stores
They can create products that span seasons and encourage sustainable shopping habits
Innovation. The underlying structure, fit and fabric of basics is complex and an area ripe for investment and innovation because these are products with longevity, unlike trend-led pieces
Case Studies.
Because everything is more interesting in context.
With Nothing Underneath is a British brand built on its founder’s search for the perfect women’s shirt that received more investment in 2024 because they proved that versatile basics are an essential building block of a professional and casual wardrobe. The brand is about building a sustainable wardrobe of clothes that can be lived in and worn with ease, without catering to fleeting trends and fads.
Mint Velvet launched its online styling hub last week to showcase how their basics work with their more trend-led pieces so customers can build a firm fashion foundation in their wardrobe and only add in a selection of pieces each season. It makes getting dressed easy, sustainable and affordable.
Uniqlo is known for its basics across categories and uses them as part of a smart strategy to cater to fashion lovers and minimalists who can wear them alone or layer them with more trend-led pieces to elevate their look. Uniqlo’s fabric and product innovation is second-to-none on the high street, and I love the posters they have in store explaining product construction and benefits.
ME + EM is a brand built on elevating basics and classic shapes in to outfits you love to wear. They have a brilliant selection of quality, versatile pieces that will sell and be worn season after season. This strategy enables ME + EM to create a brand centred on style advice and inspiration, making it easy for them to connect to their customers and influence their purchases. Their styling emails are a true highlight in my overflowing inbox.
Let’s wrap things up.
This deep-dive has hopefully convinced you that basics are anything but ordinary and boring.
This category encourages spend and brands are catching on; it’s why we’re seeing a sudden explosion of basic options everywhere.
Whether encouraging huge spend on basics is a good thing is a separate discussion about sustainability. Basics are not a trend so we shouldn’t be treating them as throwaway items, but instead replacing them when needed, while also making them work as hard as possible for us and our wardrobes.
As a shopper and a strategist, I often judge retailers purely on how well they do basics because if these are done right, it’s a great entry point to their other more expensive trend-led pieces.
What do you think about basics? I’d love your take.
Until next week,
Hina