Besides the lucky minority that are able to visit the market stalls that NFD frequent, most only receive branding information and advertising through digital media; so my analysis will be focused solely on their website and Instagram presence.
I think the main aspect that draws many young people, myself included, to NFD is the low-maintenance, 'too cool to care' image they project.
Indeed, the 'About us' section of their website boldly claims that "we're a fashion brand that's not really into fashion."
Their brand reaches young people on a very appealing level; they can make you hip without straying into the repugnant 'try-hard' area that street fashion can sometimes stray.
In this sense, I'd class NFD as a life-style brand as they really promote the image of a 'NFD girl'; someone effortless but still glamorous, the girl who can pull off any look and be the envy of polished, high-maintenance young women.
WEBSITE
The website acts as a cultivator of this laid-back chic through all aspects of its design.
The colours are muted; white and black only.
The fonts are simple and unobtrusive; the font used in the menu bar is thin, slightly grainy and could be mistaken for looking unprofessional in a year gone by. However the casual language it is used to spell prevent it from looking cheap.
For example, dresses are now 'Frocks', T-Shirts become 'TS' and the umbrella category of skirts, shorts and trousers is simply 'Bottom Half', yet again emphasising their efforts to distance themselves from the jargon of high-fashion branding which usually takes pride in its professional language.
The photographs totally portray the image of nonchalant cool.
There is a home-made feel due to the brick wall backdrops that seem to say "we don't need a fancy photography studio, our clothes speak for themselves".
Furthermore, the long-haired, bare-faced models adopt spontaneous poses such as spinning and shielding their eyes from the sunlight, further suggesting that this is a company not taking themselves seriously.
The identity of lifestyle-brand is supplemented by the addition of 'NFD radio', featuring an eclectic mix of artists from Lykke Li to Louis Armstrong. It is a clever tool that harnesses the emotional capabilities of music to influence buyers to feel a certain way: positive and relaxed. Indeed, a carefree mood is one more likely to result in a purchase.
Instagram, also a very fashionable brand, is utilised by NFD to promote themselves as a bohemian life-style brand. Alongside photographs of their own products, they also post aspiration images such as the Olsen twins, horseback riding in the desert, retro sweets and all things pretty. As expected, hazy filters are aplenty.
NFD's Instagram page is where their 'tongue-in-cheek' attitude is really unveiled; their current profile image is a young girl with her middle finger raised. NFD is a naughty brand, and as we all know, the young and restless are prone to a spot of anarchy where available. In this sense, they totally appeal to their target market of the teens and twenties (or simply the teen at heart!)
The beauty of Instagram is that, because it is less intrusive than sites like Facebook, one can amass followers without them being clients, or even previously aware, of your brand. Therefore, by uploading many photos that are not necessarily related to selling their clothes as such, they can gain followers who are simply in the market to admire an attractive image; and to their existing clients and admirers, they can show off how hip they are.
To conclude, every aspect of the brand's online presence markets itself as a youthful, desirable and free-spirited company who sells beautiful clothes to match.
It's a little cheeky, a little rough around the edges and certainly not 'high-fashion', but NFD is all the more appealing for such characteristics.
