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As a personal stylist for women, I get lots of questions about style from clients, readers, friends and members of the Poplin community. Recently, someone shared with me her struggles about brands. Here’s her question:

For people like me who have never really paid attention to brands but are now starting to get pricier/nicer clothes, I'm super curious about brand ethos and what it says if I wear that brand.

For example, I was out shopping for a winter coat to replace my beloved Michael Kors one that I got at Costco before I knew anything about the MK brand. Now I'm trying to replace it and wondering what an "Eddie Bauer" logo says about me vs... I don't know, a Kate Spade or a Eileen Fisher or a Canada Goose logo.

I'm starting to learn some brand ethos (Kate Spade is young but classic but colorful! Eddie Bauer is for people who actually go outside, Mark says!) but I have no idea about so many of them, and I'm hesitant to buy anything with any brand identifier in case I accidentally wear something that is not the vibe I want to convey! I envision myself going to a business meeting with the equivalent of JUICY on my butt and not realizing it ha! But so many clothes, especially outerwear, have some kind of identifier.

Excellent question! Fortunately, there are answers. Off we go!

How do I Know What Brand(s) Communicate My Authentic Personal Style?

Identify your Personal Style Key Words

The first step in harnessing your authentic personal style is to define it. Ideally, you’ll choose three words or phrases that you’d LOVE folks to say when they describe your style. These should be aspirational at first and over time, feel exactly right.

Use the Poplin Top 100 Retailers List to find brands that communicate your style words

Not sure what the Poplin Top 100 Retailers List is? If you are on the Poplin email list, you’ve already received it. If not, sign up and you’ll have access to my Top 100 Retailers Organized by Style. After all, we don’t dress everyone the same and we certainly don’t dress everyone like me. The goal is to have you put on your pieces and say, “YES! This is me!” Let’s say, “edgy” is one of your words. Take a look at the retailers under that heading and explore their collections. What resonates with you? What says, “edgy” to you? And, when you are ready to buy, be sure you are opting for pieces that flatter your frame, are in your color palette, are functional for your lifestyle and when possible, align with your values.

Access the Poplin Pinterest Boards organized by Personal Style

Yes! We have an array of Poplin Pinterest Boards including a number organized by body type, size, personal style and values. When you see something that speaks to you, check out that retailer to see if more of those offerings are aligned with your style. If so, keep track of that retailer for future shopping.

Think about price point and what “luxury” means to you

First of all, we all have budgets. So, of course, you’ll want to opt for retailers in your budget. But, it’s important to mention, that 28% of clothing items go unworn. This is why intentional shopping is essential. When you know your filters and use those every time you shop, you’ll only own pieces that you will wear. This also means that many of us have more clothes than we will ever wear. Buying fewer pieces with intention means opening up your budget to spend more per item. You can also consider renting clothing, grabbing items at clothing swaps or second hand and even sharing with friends.

Back to “luxury.” Do you want part of your personal style to be identified with luxury? If so, that often means showing designer label brand names. It can also mean focusing on high quality fabrics or exceptionally well made pieces. If you secretly want folks to know something is designer but feel uncomfortable with logos, you might opt for patterns like the Burberry plaid. These are not for everyone. Some clients feel uncomfortable with items that feel “showy” to them while others don’t see the reasoning for paying more for an item simply because of the brand’s name.

My values are not your values and a big part of the Poplin experience is channeling each client’s values into her authentic personal style. I can tell you that from my perspective, luxury is best communicated with key pieces that take your look to the next level. High quality or uniquely designed coats, shoes, handbags are the ideal place to start. Highlighting logos or designer names is rare in my world, but a nod to the luxury brands when they align with a client is a definite win.

Commit to Your Style Words, Level of Luxury and Branding When You are Ready to Buy

If you feel like wearing a Ted Baker coat makes you feel more successful and put together than a similar coat from Zara, honor that feeling. If, in contrast, you are elated to find a great deal from Zara on a coat that is similar to the Ted Baker option, celebrate that. It’s all about being true to yourself. You’ll also want to be aware of the branding of various companies. Most of us are familiar with the decline of Ye Smith and the Yeezy line of Adidas sneakers. If you are obsessed with Yeezy style and rock it everyday, you’ll want to stay looped into the way that the zeitgeist is perceiving that brand. (And the response to Adidas continuing to sell Yeezy without Smith’s involvement.) This is another reason to not align so closely with one brand or with a brand that has a high profile founder. If you are drawn to a particular brand, go ahead and google that brand’s style and, if relevant, any other values that you have. For example, “All Saints ethically made clothing” or “All Saints slave labor.” These searches are a quick way to see what’s out there regarding your favorite makers.

Remember that Above All, You Dress for Yourself

This is essential. YOU are your most important audience. So, if you feel incredible in Yeezy sneakers, then go for it. In contrast, if you feel guilty, uncomfortable or insecure in them, maybe move to another brand. Identify what exactly turns you off about a brand so that you can avoid the same issue in the future. Just add your findings to your shopping filters and continue to shop intentionally. After all, we are always evolving.

Let’s Talk About Exclusivity

What makes things cool? I’ve had so many clients ask me a similar question over the years. That, my Dear Reader, is another blog post. But, I can tell you that a big part of achieving the “cool” factor is exclusivity. Specifically, something isn’t available to just anyone. This can be because it is either price prohibitive or it’s in limited supply. Confidence also plays a very major role. Designer pieces can often be wildly unattractive, which often seems counterintuitive. After all, if you are going to pay a high price for something, shouldn’t it be beautiful or make you look beautiful? Sometimes, yes. Sometimes, it’s about communicating an artistic vision. Other times the goal is to stand out in a crowd, even if you may be standing out for theoretically not awesome reasons. But a very big reason that designer pieces can sometimes be really unattractive is because they send the message that the person wearing them is so cool, they don’t need to look good. That person has such resources that he/she/they can wear the most unattractive items and folks will swoon, if not attempt to replicate them. So, just because something is expensive or has a designer label does mean you should buy it. Stay focused on your filters- body type, personal style, colors, values and lifestyle. Then, make your decision. Because you aren’t the masses, you are you. And you should be wearing what feels authentic to you.

Specifically, Let’s Answer Your Brand Questions

Canada Goose is one of, if not the most luxurious winter coat that folks are rocking in the Pacific Northwest. That’s a full on designer purchase and says, “I know quality and I can afford to pay for it. Plus, I go cold places and like to DO things.” Eddie Bauer says, “I’m all about functionality and value.” Looking for cool kid outdoor pieces? Try Arc’teryx. In the land of menswear, Filson is supremely cool. Pendleton has a very cool brand with some hip pieces and some misses. Cotopaxi screams sustainability and fun. The North Face, Patagonia, Outdoor Research, Osprey and the like say, “I spend time hiking or doing other outdoorsy activities.”

As for more “fashion” brands, Ted Baker, Theory, Reiss are on the pricer side and have a cool vibe while also communicating luxury. Kate Spade is on this level, but is all about color, fun and vintage inspired pieces. DVF is also in this space with bold prints and functional pieces.

Some brands tend to have highly visible logos and show up at marked down stores regularly and that decreases the level of “luxury” that folks associate with those brands. So, even when you might pay full price, it may not seem like it. Again, if those speak to you, go for it. I try to skip those brands and go for something that does not have a prominent logo which leaves the price in question. Then, it’s all about your style and perceived quality. Many high end brands also have a more accessible line. For example, a Michael Kors Collection piece may sell for $1,00- $5,000 or more while a MICHAEL Michael Kors piece could sell for $100 and up. So, carrying a handbag from one says something different than carrying the other, mainly that you can afford the more expensive bag. Keep in mind that only folks who follow “fashion” will know the difference. If you interact with folks who wouldn’t know the difference, they may see a Michael Kors Collection bag and a MICHAEL Michael Kors bag as the same thing.

To your question about worrying that you have the equivalent of “JUICY” across your backside. I hear that. And I would say that nothing communicates your style better than confidence. Do your 5 minutes of online research, if you are worried, make your decision and go. You dress for yourself above all else and if you are feeling hot, the world will respond to that. Just allow yourself to feel it, too. Feel it at any weight, at any age at any activity. You know who you are and you know what you like. Now use your intentional shopping filters and take over the world.

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