Launched in late '07, Zypcodes and the zypcodes.com site became an overnight status symbol.
Each zypcodes t-shirt displays the zip code from America's wealthiest zip codes, such as Fisher Island (where celebs like Oprah and J-Lo keep their pieds-a-terre), and Alpine, NJ (known for high-profile rapper residents like Lil Kim). Consequently, the T-shirts have built-in equity, but only for the truly elite. To make them even more exclusive, the shirts are priced in direct ratio to property values in the zipcodes, so a shirt with the Palo Verdes, CA zip can sell for as much as $320.
Overtly snobbish, the site seems to have spawned a viral search frenzy using key word phrases such as "IRTFW". This phenomenon seems to follow a trend toward social network elitism in fashion as seen on invite-only fashion portals.
What's Driving This Trend
- Social Network Elitism
- Creating an exclusive community within fashion could be applied to other industries to create a sense of exclusivity and desirability.
- Zip Code Branding
- Utilizing specific geographic locations as a branding strategy can create a strong identity and appeal for niche markets.
- Luxury Personalization
- Personalizing luxury goods based on individual preferences and interests could create an even greater sense of exclusivity and identity for consumers.
Who This Affects Most
- Fashion
- The fashion industry could apply the concept of zip code branding to create exclusive collections for specific regions or neighborhoods.
- Real Estate
- The real estate industry could use zip code branding as a way to target and attract high net-worth individuals to specific neighborhoods or properties.
- Hospitality
- Luxury hotels could personalize guest experiences based on individual interests and preferences to create a unique and exclusive stay for each guest.
