Fashion brands are constantly evolving to cater to the changing and often fickle needs of their customers, and this latest one has taken a rather futuristic approach.
The label, called
Likely was the brainchild of Crystal Slattery who helped Mary-Kate and Ashley Olsen set up their own label
Elizabeth & James.
The whole idea behind the line is a range of affordable, simple dresses in a range of vibrant colours. This is the key because according to research by
Curalate, images on Instagram that have a dominant colour (particularly blue) perform best.
Slattery explained her strategy to
Fashionista:
'We know the contemporary customer has a lot of moments in her life she wants to document, oftentimes on Instagram or social media, and she doesn't want to be seen wearing the same dress twice.'
They have decided to corner the millennial market by appealing to our voracious appetite for taking selfies on nights out. By their logic, the simple silhouettes of dresses from their line will look more timeless in photographs than a loud print. The low prices mean customers will buy up more items to have a fresh new outfit for that inevitable group shot during your next night out.
Lead Image via Fashionista 
