FASHION INSIGHTS 2020 POP CULTURE INFLUENCES:
TREND REPORTS:
One good trait a marketer has is that they can spot an forecast future trends.
A good resource I've used in the past has been reports from the Lyst Website. They produce useful reports and insights about the fashion industry. In their report, they have highlighted pop culture that influenced fashion and consumer consumer buying in the year 2020.
The trends in movies greatly influence the buyer into buying that particular item used, be it in the movie or a music video. Here are some of its examples:
1) EMILY IN PARIS.
Searches for berets increased by 41% week on week. Emily in Paris really influenced me in a way buying behavior last year. My friends obsessed over the pink coat Emily wore and with those berets and headwear.
2)CARDI B & MEG THEE STALLION- WAP.
Leopard, tiger and snake print searches increased by 201%.WAP and Watermelon appeared in top songs of 2020 on Spotify.
3)HARRY STYLES- WATERMELON SUGAR.
Hawaiian-themed shirts searches increased by 16%.
4)THE LAST DANCE.
Increase in Air Jordan sales after two episodes.
Searches for tank tops increased by 20%
The last dance was such an inspirational series for me. I knew that Michael Jorden was a basketball legend but after watching 'The last dance', I really respected him as a athlete, his dedication and his resilience.
CONSUMER'S MOTIVATION TO GO SHOPPING.
Besides the obvious reasons to go shopping which is usually to purchase things, it was also interesting to read about the personal motives. I feel like shopping is a main part of my life so, I could relate to all of the following ;
1) DIVERSION
Shopping provides a great distraction from the day-to-day routine.
2)SELF GRATIFICATION:
Many emotional connections relating to shopping such as taking your mind off things or overcoming feelings of loneliness or depression.
3)TREND SEEKING:
Shopping is a great way to allow consumers to learn about new trends.
4)PHYCIAL ACTIVITY:
"Shopping is my cardio"- Carrie Bradshaw
5) SENSORY STIMULATION:
Stimulation the senses from feeling the products, bright visual displays , energizing music, amazing fragrance and samples.
SHOPPING IS AN ENTIRE EXPERIENCE IN ITSELF.
It is so important to learn about shopping and buying behavior. With the pandemic affecting the shopping experience, people may not feel as motivated to go shopping. Can you relate to any of those motives?
YOU MAY ASK, BUT WHAT ABOUT CONSUMER BEHAVIOUR?
Consumer behavior is definitely in my opinion the heart of marketing. Our marketing decisions are based on how the consumers behave. It's important to understand all the different factors that influence consumers and their behaviors.
I love learning about the psychology side of marketing because people who aren't in the industry just assume marketing is just about "selling" when it's a whole lot more than that.
One thing I find interesting about the study of how consumers choose certain brands to reflect on their self- concept.
Here are a list of some of those factors:
1)Personal Factors:
age
gender
life stage
occupation
personality
self-concept
2)Psychological factors:
motivations
perception
learning
beliefs
attitudes
3)Social factors:
reference
groups
family
roles
status
4)Cultural factors:
culture
subculture
social-class
What do you like the most about consumer behavior?
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