Trends
Global branding, design and consumer trend observations from In-a-Nutshell
Is your brand cool?
Writing in MediaPost’s Engage Teens blog David Trahan says that in this age of social media, more brands are asking the same question, "How can we be cool?"
He argues that of all audiences where cool matters most, teens are the most exceedingly coveted and highly targeted of them all. Many people develop long-term attachments to brands during their teens. As technology and social behaviours evolve, brands need to create new models to define themselves and find their cool factor.
Brands have bombarded teens with viral videos, music promotions, event sponsorships, celebrity endorsements, and movie promotions, so that they can attach their brand to something cool. Sometimes they end up looking desperate, and sometimes they end up looking awesome.
Wednesday, 11 January 2012 11:16
The truth about youth
Contagious has recently helped McCann Worldgroup launch its research in to the mindset and motivations of young people around the world
“Encompassing the responses, thoughts and ideas of 7,000 16-30 year olds across seven global markets, 'The Truth About Youth' suggests young people in mature Western European markets are more concerned about their future in a challenging job market, compared to the optimistic adolescent of the growing economic and political powerhouses of China, Brazil and India. But more interesting from the report is the exploration of the effects of technology on their behaviour and attitudes.
An overview of the key findings from the research are below:
Thursday, 30 June 2011 13:31
The end of fast fashion?
Iconowatch, Iconoculture’s newsletter, says that the fast-fashion frenzy, fed by European brands such as H&M, Zara and Primark, seems now to be on the wane, as rising fabric costs, ethical concerns, reprioritised values and even tighter belts affect the high street.
“The past decade saw key trends hit stores at super-low prices, with daily drops of merchandise creating an exciting shopping atmosphere for consumers at all price points. Even luxury shoppers were boasting of their “Primarni” finds and Zara bargains.
But fashions change. Now, consumers seem increasingly unwilling to turn a blind eye to the ethically and environmentally dodgy production practices that create their £1 T-shirts or €5 jeans, as exposed in a new book, ‘To Die For: Is Fashion Wearing Out the World?’, by Lucy Siegle.
Thursday, 30 June 2011 12:37
The changing scope of advertising
In advertising, as in life, it seems the only constant is change. Innovative formats, new technologies and shifts in priorities mean there’s always something new and always something next in our ongoing quest to communicate with consumers.
Florida-based advertising agency MDG has compiled this data into an enlightening infographic paints a picture of advertising’s ongoing evolution (click on image for full infographic).
Tuesday, 14 June 2011 10:59
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