The Row: Can Quiet Luxury Grow without Becoming Loud?

Fashion brand The Row embodies "quiet" luxury, a concept that prizes high-quality, timeless pieces over conspicuous logos and up-to-the-minute designs. The brand was launched in 2006 by former child stars Mary-Kate and Ashley Olsen, born out of their quest to develop the "perfect" T-shirt. Using exceptional fabrics, precise tailoring, and uncompromising quality, they created a clothing line of refined luxury basics. The Olsens wanted a clothing brand that could stand on its own merit--free of logos, hero products, and trading on their celebrity. They built a global fashion brand that not only challenged the negative perception that celebrity-built brands cared more about cash grabs than impeccable products but also was revered by editors and collected by the fashion elite. Students will examine quiet luxury as a global trend and a business model, seeking to understand the motivations of both brands and consumers in the space. The case also invites students to ponder how The Row can continue to grow in today's fiercely competitive luxury market while remaining true to what made it beloved by its customers: being quiet.