Ader is making no Error

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We were just given the choice of 8 brands to begin our self devised product for our individual end of term brief, I was instantly drawn to the brand Ader Error although decided against selecting it for my brand as it was much like the group project brand we had created in terms of consumer and context. I was so fascinated however that I decided to do some research on it.

Ader is a Korean streetwear cult brand, meaning that the consumers are invested in the lifestyle that the brand brings rather than just the products they sell.  Although streetwear is popular worldwide, Ader has helped cause a cultural shift in South Korea by offering unisex clothing, something unseen in South Korea prior to the brands success. It is seen in the name too, ‘Ader’ being how ‘other’ is phonetically pronounced in Korea.

"Our brand is based on simplicity, which has minimalistic and contemporary sensibility. We focus on mishmash styling, thinking about how we can show our design and sensibility through images."
-   -Anonymous, Ader co-founder

Ader Error ‘has its finger on the pulse of youth culture’ (ref. 1) and has young consumers everywhere from Sweden to Japan, it has also been making waves in the UK and the USA through Instagram successes, amounting over a total of four hundred and fifty thousand followers on the app. In addition, their website design is updated often, the same designs seen across all their social media platforms too. Being so innovative online is seen as a huge part of their success so far and also the answer to their further success, seeing more room for growth with Western consumers. 


“Ader purposefully limits each collection's production to spur desire among its clientele"
-LA TIMES

Ader’s success could be said to be part of the ‘drop’ culture that youths are buying in to. When looking on their website you notice that most stock is sold out, boosting you to check back in with the site periodically to find when the next clothing drop is. The young consumer base driving this exclusive trend is most often referred to as Generation Z, born anytime from 1995-2012. The most defining part of this generation is the ‘anything goes’ attitude to defining one’s self. Gender is so much more fluid, and these attitudes are being fuelled on by the Gen z. Ader has a good understanding of this generation and although the consumer in South Korea was a little less open to this gender neutrality before it is something that Ader has managed to introduce very well.


“Millennials and Gen Z are driving the new acceptance movement, ‘I’m-perfect’, embracing unusual imperfections”-Trend Vision Forcasting.com

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Thank you so much