Fashion brands are debuting their collections in fully digitized lookbooks
Trend - Fashion brands are changing the ways they present their new seasonal capsules to their consumers. Striving to find a medium different than photography, these brands tap pop cultural phenomena such as video games, anime series and virtual models to diversify their approach to product display.
Insight - Pop cultural artifacts like games and animation series impose a strong influence on Millennial and Gen Z consumers who have grown an attachment to some releases. Due to fandoms that are often described as "cult-like," many consumers are delighted when they see their favorite pop culture moments integrated into other industries. As a result, Millennials and Gen Z tend to pay more attention to such initiatives as it not only taps their fandom but also is a novel way of presenting products and content.
Insight - Pop cultural artifacts like games and animation series impose a strong influence on Millennial and Gen Z consumers who have grown an attachment to some releases. Due to fandoms that are often described as "cult-like," many consumers are delighted when they see their favorite pop culture moments integrated into other industries. As a result, Millennials and Gen Z tend to pay more attention to such initiatives as it not only taps their fandom but also is a novel way of presenting products and content.
Workshop Question - How can your brand tap pop culture for marketing opportunities?
Trend Themes
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Pop Culture Integration — Fashion brands are tapping into pop cultural phenomena such as video games, anime series and virtual models to diversify their approach to product display.
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Virtual and CGI Models — Brands are featuring virtual models and influencers like Lil Miquela in their campaigns, which represents an entire generation that is revising identity, reality, and storytelling.
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Life Simulation- Inspired Apparel — Luxury fashion brands are drawing cues from life simulation games, with pixelated, simplistic designs and virtual world-inspired backgrounds used in promotion.
Industry Implications
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Fashion Industry — Fashion brands are changing the ways they present their new seasonal capsules to their consumers, reimagining product display through pop culture integration.
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Luxury Apparel Industry — Luxury fashion labels are tapping into pop culture, virtual models and life simulation-inspired designs to bring a sense of authenticity to their collections.
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Marketing Industry — The use of virtual models and pop culture in fashion campaigns represents a new vision for branding, revising identity, reality and storytelling.
5 Featured, 44 Examples:
315,321 Total Clicks
Date Range:
Aug 18 — Mar 20
Trending:
Hot
Consumer Insight Topics:
