Could’ve Seen These Trends Coming…
I’m sure I’m not the only one who thinks the supposed hottest trends have long since peaked by the time they get "buzz." This makes me wonder: who defines trends and do we need to wait for those trends to become "official" (by being mentioned in three business magazines, for example) before we act on them? I don’t think we should wait that long - especially since so much of what has been driving the buying/influencing in the marketplace could have been predicted if you had but one eye on what women were doing all this time.
That’s why I took note of "3rd Time’s A Trend," a recent AdWeek article (reg. required) by Carol Davies and Laurence Knight. I could easily see a woman’s footprint all over the list they mentioned, and I wrote about it in my latest HuffingtonPost piece. Here’s how I began the post:
Who knew the Manolo heels and Keen "Mary Janes" across the country
could be so influential? When you look at the trends apparent in
today’s marketplace, from "green" to "authenticity," it is hard to deny
that female consumers are leaving their footprints, whatever their
style. But, there is a bigger picture shift, too — in that a lot of
the emerging trends reflect the reality that more consumers are buying
"like women." Shoppers near and far, male and female, are taking a much
more holistic view of how, why and what they purchase.
I specifically consider three of the trends referenced by Davies and Knight/AdWeek in my HuffPo post: green to transparency, male influencer (yes - this one was also driven by how women buy…) and authenticity. (Read my post, and let me know if you agree.)
November 15th, 2007 at 7:44 pm
Found Around the (Marketing) Neighborhood
Lee Odden gives us something for the toolbox in Guide to Twitter as a Tool for Marketing and PR, the title says it all.
With Todays Trends Leave a Womans Footprint, in the Huffington Post, our own Andrea Learned talks about the trends app…
March 24th, 2008 at 11:34 pm
I think that the biggest determinant in what trends hit the mainstream are fueled by whatever the market thinks it should be. Although factors like shame do seem to be powerful influences in afffecting consumers.