Category
Lifestyle
Assisted Choices
Trend cluster
Category
Advantageous
Subversion
Celebs spin unflattering memes into alternative revenue streams.
3.5
Trend score
Trend
What is the Advantageous Subversion trend?
Advantageous Subversion: 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.
Trend themes
Themes within the Advantageous Subversion trend
Three behaviours holding the trend together01
Celebrity Self-Deprecation
Celebrities are turning negative internet jokes into licensed merchandise opportunities that convey authenticity and strengthen their relationship with fans.
02
Controversy-Referencing Merchandise
Pop culture merchandise that references controversial events or topics can enhance fan loyalty and provide a lucrative business opportunity.
03
Rebellion-Inspired Merchandise
Rebellious and provocative merchandise can attract young audiences and align with the personal style aesthetic of popular artists and figures.
Industry implications
What the Advantageous Subversion trend means for industry
Where the trend changes the playbookFor
Fashion
Fashion professionals can explore how merchandise can be used to foster personal connections with customers and convey provocative themes.
For
Entertainment
Professionals in the entertainment industry may consider how merchandise related to controversial events or topics can sway audience perspectives and increase loyalty.
For
Hip Hop Culture
Hip hop culture and music industry professionals might consider merchandise that defies authority and references controversial topics as a means of strengthening brand identity and appeal among younger audiences.
Workshop question
What is consumers' most despised aspect of your brand? How could you present that as a positive?
Trend signals
Trend signals for Advantageous Subversion
Trend score 3.5 out of 10, from popularity 45%, activity 53%, freshness 8%.
Popularity45%
Activity53%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Advantageous Subversion trend
4 featured examples from Feb 26, 2016 to May 21, 2017CategoryPop Culture
Exclusive Mugshot Merchandise
Rapper Travis Scott Released a New T-Shirt with His Mugshot on It
Clothing brands can leverage celebrity mugshots as a way to create buzz around their collections and attract a younger, edgier consumer base.
CategoryPop Culture
Hater-Referencing Tour Tees
The Beyoncé Formation Tour Merchandise Calls Out Her Nay-Sayers
The fashion industry can create merchandise that sparks conversation and allows consumers to express their opinions.
CategoryFashion
Anti-Role Model Clothing
Rihanna's ANTI Concert Tour Merchandise Has Been Revealed
The fashion industry can develop anti-role model clothing lines to cater to consumers who are looking for non-conventional and rebellious fashion choices.
CategoryFashion
Reality Star Nail Stickers
JamJarShop's Kim Kardashian Nail Art Celebrates the Star's Iconic Cry
The beauty industry can create customized nail stickers inspired by famous people or characters for fans and capitalizing on their fan following.
