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Celeb Fashion Consumer Insights

Advantageous Subversion
Celebs spin unflattering memes into alternative revenue streams
Implications - Rather than acknowledging internet jokes made at their own expense outright, several savvy celebrities are spinning such situations by producing licensed merchandise of their own, a move that above all else, helps them reaffirm their agency. This intriguing shift demonstrates the potential opportunity to convey authenticity by re-channeling seemingly negative commentary into a moment of humurous self-deprecation between the brand and fans.
Workshop Question - What is consumers' most despised aspect of your brand? How could you present that as a positive?
3.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Redirected Rappers
Hip hop artists use their influence to propel largely unrelated ventures
Implications - Rappers are increasing their level of interaction among fans by appealing to them in spheres outside of music and merchandise. While some are using their fame to enter into other industries with an edge, others like Vince Staples aim to positively influence youth by taking part in educational efforts. In doing so, they appeal to a large demographic of people who look up to them and prompt them to focus their interests in a way that comes across as more genuine.
Workshop Question - How often do you look outside your industry for inspiration? What adjacent industries could you leverage?
3.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Merchandise Accessibility
At first elevated by exclusivity, tour merch is made readily available
Implications - As the obsession with tour merchandise continues, artists are creating extensive pop-ups and even partnering with traditional retailers in order to amp up distribution. In expanding the experience to include those not attending a particular event, such artists are providing fans with a means to communicate membership to a particular group in a meaningful, divergent way.
Workshop Question - How does your brand encourage a sense of community among consumers?
3.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Merchandise Monopoly
Consumer obsession with concert merch drives demand for pop-up shops
Implications - As the Instagram era continues to emphasize personal style as a means of self-actualization, consumers are willing to go to great lengths in order to gain access to highly exclusive, limited edition tour merchandise. Specifically seen as a nostalgic reference to the psychedelic rock tees of the 1970's and 1980's, this progression demonstrates the need for traditional brands to reconsider alternate revenue streams considering the evolution of business models facing considerable disruption.
Workshop Question - How could your brand channel inspiration from a bygone decade?
3.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cult Campaigning
Sneaker brands entice consumers with celeb-led cultural experiences
Implications - Playing up the cult of celebrity and the pursuit of exclusive, insider experiences, many athletic apparel and footwear brands are emerging with mass marketing campaigns disguised as once-in-a-lifetime cultural events. This progression demonstrates that in a time marked by consumers' lack of attachment to physical objects and large institutions, brands have the opportunity to cultivate meaningful relationships with individuals by serving as an enabler of experiences.
Workshop Question - If your brand were to design a once-in-a-lifetime experience, what would that look like? How could you make it distinctive to your brand?
3.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gothic Songstress Sportswear
Gothic Songstress Sportswear
Rihanna's Fenty x Puma Collection Sparks Eerie Urban Style
Singer turned Creative Director, Rihanna has unveiled her first Fenty x Puma collection for the popular German sportswear brand. Presenting a Fall/Winter Ready-To-Wear collection for the 2016 season,... MORE
Milestone Skate Culture Hubs
Milestone Skate Culture Hubs
This House of Vans Toronto Pop-Up Celebrates the Brand's 50 Years
The House of Vans Toronto pop-up kicked off on March 16 with an opening party that featured performances by Dinosaur Jr, Toronto rapper Jazz Cartier and Vancouver-based Tommy Genesis. In addition to... MORE
Athletic Comedian Run Campaigns
Athletic Comedian Run Campaigns
Kevin Hart's Run with Hart Program is Part of the Nike Run Club
Launched by Nike Run Club in 2015, the Run with Hart program showcases Kevin Hart as an avid runner and athlete in addition to being a talented actor, writer and comedian. The campaign saw Hart lead... MORE
Album-Streaming Fashion Shows
Album-Streaming Fashion Shows
Kanye West Used His Yeezy Season 3 Show to Debut His New Album
Chicago rapper Kanye West unveiled his highly anticipated Yeezy Season 3 collection at Madison Square Garden on the first day of New York Fashion Week. Unlike the usual fashion show that provides a... MORE
play_circle_filled Surprise Footwear Giveaways
Surprise Footwear Giveaways
The 'Nike Speed Drops' Promotion Surprised Fans with Golden Cleats
While most companies spent the Super Bowl season trying to outdo one another with flashy commercials, Nike chose to get up close and personal with its fans by launching its ‘Nike Speed Drops&#... MORE
Hip Hop Expansion
Rap artists deep dive into the fashion market to expand consumer allure
Implications - Becoming known for more than just their distinct musical genre, rappers and hip hop artists are diving into more mainstream arenas for consumer appeal. Stepping into markets like fashion, artists are turning to unconventional market areas to showcase their persona and style to a more mainstream audience. The emergence of typically underground artists on magazine covers and editorials signifies a move toward more unique pop culture crossover techniques.
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Mocking Celebriculture
Satiric celeb attire reflects consumer demand for relatable celebrities
Implications - As exposure to media and celebrity culture increases, some consumers grow tired of the frivolous obsession. In an attempt to seem more intellectual than most, this particular group of anti-celebrity consumers is seeking ways to do away celebuculture. This backlash represents a move toward more meaningful interests as consumers dive deeper into self-improvement.
3.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Socialite Persuasion
Fashion uses members of high society for aspirational messaging
Implications - Actresses, athletes and other celebrities have consistently been used in marketing for their aspirational appeal. Now, fashion brands and publications are also turning to socialites, using these members of high society to provoke demand for apparel and accessories products. Socialites, who undeniably emit glamor and epitomize the laissez-faire lifestyle, are beginning to supersede other members of the elite set when it comes to creating appeal in the fashion market.
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Shabby Chic Couture
Pre-distressed materials offer consumers a sought-after edge
Implications - What is typically associated with everything shabby has taken on a new form in the market. It now costs big bucks to buy products with already distressed-looking materials. Shabby-chic fashions—with high prices—give consumers an edge to set themselves apart, yet allow them to maintain a high-fashion look.
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Animalia
Patterns take a trip to the zoo, defying notions of fashion minimalism
Implications - Patterns are walking on the wild side with exotic prints inspired by varying species including reptiles, zebras, cheetahs, giraffes and leopards. The emphasis on wildlife reflects a desire to become free of inhibitions. There is no shying away from self-expression with unique all-over prints that offer a contrasting response to the current presence of minimalism in design.
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends