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Celeb Products Consumer Insights

K-Pop Fitness
Brands are leveraging the K-Pop industry to attract new consumers
Trend - Brands in the fitness space are leveraging K-Pop's popularity to attract new consumers. These include fitness classes, lifestyle and eating tracking apps, and training services inspired by idols from the popular music genre.

Insight - Globalization has impacted the interests and hobbies of consumers around the world and the influence of South Korean culture–specifically beauty and entertainment–has been unprecedented. The appeal for North American consumers lies in the novel ways in which South Korea is able to create and present cultural trends, reaching audiences through key tastemakers that hold massive influence. This appeal has prompted many consumers to strive to achieve the beauty and fitness standards of these idols, leaning into offerings that leverage this star-power
Workshop Question - What is one international trend you could leverage?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Celebrity Seltzer
Celebrity collaborations in the seltzer market are increasing in popularity
Trend - Celebrities—whether they be chefs, singers, and even investors—are recognizing the immense popularity of hard seltzers as refreshing low-alcohol beverages with younger consumers. As a result, many are working with brands to launch their own special version.

Insight - The purchasing decisions of Millennial consumers are strongly influenced by the social media platforms they favor. As many become increasingly trusting of the celebrities and influencers they follow, individuals begin focusing on these personalities' preferences—from lifestyle to food and beverage. This information is later used as guidelines and inspiration for consumer's own purchasing decisions when they are experiencing uncertainty about the items they want to buy.
Workshop Question - Conceptualize a collaboration between your brand and a celebrity.
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Stylized Audio
Brands use celebrity endorsements and exaggerated concepts to market headphones
Implications - Since 'Beats By Dre' became popularized a few years back, it seems that audio brands have become highly focused on stylizing their products. To do so, many have employed huge celebrities to be the face of their advertisements in hopes of enticing buyers who're are influenced by their actions. In addition, musicians like Will.i.am are creating their own products and promoting them by leveraging their industry expertise. This illustrates that, along with other tech accessories, buying headphones has become as much about status as it has about the quality of sound for many consumers.
Workshop Question - How does your product messaging align with the personal branding of your target consumer?
4.4
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?
3.4
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?
3.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pop Culture Gaming
Mobile games indulge the consumer desire to celebrate pop cultural icons
Implications - Pop culture-inspired mobile games are a unique symbol of the evolving face of the gaming world. Symbolic of the consumer's inherent fascination with meme culture and the nature of fame, these mobile games provide a new archetype for the average gamer, which includes a more diverse range of people than ever before.
Workshop Question - Is your brand currently incorporating pop culture influences into your offerings? How could you make this more evident?
3.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pop Cultured Auto
Car companies partner with well-known celebs to create a cultural appeal
Implications - Seeking to expand market exposure, high-end brands like those in the auto industry are turning to pop culture collaborations for consumer appeal. Joining forces with celebrities and media icons, auto manufacturers are using the fame and recognition of well-known figures to heighten their products with status. This reflects a need for more approachable marketing tactics, particularly when it comes to more exclusive product designs.
Workshop Question -
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Niche Fandom
Celeb merchandise takes an eclectic turn as consumers crave customization
Implications - Moving beyond typical collectibles, merchandise, particularly for celebrities, are taking a more abstract turn to create consumer intrigue. Branding things like lingerie or household decor with logos or images, retailers are re-branding typically lackluster products with elements of pop culture, allowing consumers to showcase their appreciation through familiar yet creatively customized retail goods.
Workshop Question -
2.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Meme Celebrity
Online phenomenons are becoming real-world power influencers
Implications - Online memes are now catapulting regular people and pets into fully-fledged stardom. Grumpy Cat, Psy (from Gangnam style) and various other online sensations are launching books, product lines and are even appearing on major broadcast networks. While the lifespan of these web celebrities in pop culture may be short-lived, their influence at the their peak is intense.
Workshop Question -
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Idol Dollification
Immortalizing popular figures by turning them into figurines
Implications - When it comes to celebrities and famous figures, we all want a piece, which explains the gigantic market for celebrity products, ranging from clothes to fragrances to even dirty bath water. Another way consumers can now indulge in their celebrity obsession is by purchasing dolls and toys in the likeness of these famous individuals, such as Kate Middleton, Karl Lagerfeld, Steve Jobs, President Obama and more. While these people may not be action heroes, per se, immortalizing them in such a way points to society's reliance on powerful figures who have the potential and ability to create change and influence our decisions.
Workshop Question -
2.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends