Everything is allowed in fashion at the moment. More patterns, more colour, more volume: more is more. The underlying message is that everyone can wear what he/she wants. In this sense, the pursuit of individuality seems to be a major theme today. Many companies use this subject in their campaigns and call upon their customers to embrace uniqueness. They promise acceptance and applause if one dares to neglect the opinions of others. This movement is particularly noticeable in large cities. There, people have to actively do something to avoid drowning in the masses. In a fast-paced environment, this means a constant re-evaluation of the self.
Be individual together
With the growing celebration of the individual the parameters of group membership change, making exclusivity an important factor. To be a part of the group, you have to look special, you need a password, you have to pay. A regular party becomes much more exciting if you only know the location with a code word, right? For some time now, brands have been using this principle in the form of a “loyalty program”. As a member, you gain advantages over “regular” customers by getting invited to launch events or by gaining access to one-time promotions. The more difficult the “admission procedure” is, the stronger the feeling of prestige. Consequently, you may be part of a group, but at the same time you feel valued as an individual.
Brands — tailored to the customer
The increasing desire for individuality on the social level also inclines companies to rethink. In order to retain customers, brands have to give them a sense of uniqueness and offer services accordingly. It is not only the end product that is important, but above all the journey to it. A personalized chat bot can already provide increased well-being. Additionally, everyone should feel understood by the brand as a human being with different facets. Diversity and acceptance can be communicated through external campaigns and internally through team building events.
Essential for a successful implementation is the authenticity of the message. As a company, you have to live by the attitude you embody to the outside world. Otherwise, a brand risks losing valuable individuals.
Published 27.11.2019 © Brandsoul AG