In today’s Wall Street Journal article “I’m a Teen, Watch me Shop” the emphasis was based on three teen’s one day mall experience that fast fashion retailers like H&M and Forever 21 were bein preferred over Abecrombie & Fitch, Aeropostle, and American Eagle Outfitters, well in Kansas at least. Reasons given, “developing an individual style, and doing so for less.”
Having 3 daughters, 2 sisters, and 1 wife, I can attest those reasons cross consumer demographics and geographies. For individual style in particular, social media is providing an incredible outlet for all consumers to show off how individual they really are. What’s the opposite of individual style? Models. Skinny, unnatural pose looking models, normally looking away with mouth open and wind in the hair.
So what is individual style? Self expression, authentic, original, real self expression, which happens on Instagram, Twitter, and Facebook every second. So how can brands like Abecrombie & Fitch, Aeropostle, and American Eagle Outfitters catch up to the fast fashion retailers? Well they can make their clothes cheaper, or speed production, or they can make their fashion more authentic, original, and real, by putting real people, their best customers, front and center of their marketing.
At ReadyPulse we have partnered with some of the most successful lifestyle and fashion brands, who have successfully built an army of individual ambassadors by doing one simple thing – showing off the individual style of their consumers. I’d challenge you in your mall shopping this holiday – take notice of the stores that show off their customers and the ones that don’t – which are more engaging and more importantly – which are more crowded.
#forever21 #a&F #abecrombiehot #americaneagle #aeropostale #bananarepublic