Why Some Products Become Icons · How Fashion Really Works

Why Some Products Become Icons

For fashion products to become iconic a lot of intentional actions and engineering occurs that mostly follow the same ruleset.

The first is always consistency. True globally iconic products will not often change too much. The Hermès Birkin… the Rolex Submariner… even the Air Force 1… they might evolve slightly but generally the core stays intact. And that builds consumer recognition over time.

The second is a word you might be sick of me saying: scarcity. Not everyone can access these products. As I've covered in previous videos (on my TikTok channel), Hermès uses waitlists and quota systems. And Rolex restricts supply through authorised dealers. That in itself creates tension between demand and availability. And that tension drives desirability.

Third is cultural reinforcement. You can expect these product to show up everywhere. And I mean everywhere: celebrities. Collectors. Even street culture. And if you remember, that visibility will always compound demand.

But let's also consider the HOW. These brands will actively protect their icons through limited production, price adjustments over time which are usually increases, tight distribution and minimal discounting

So for example, Chanel has increased prices of its Classic Flap significantly since 2019, reinforcing its status as a luxury icon.

An icon is not just a product. Like most things, It’s a system. Built through control and reinforced through culture and protected through business discipline.

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