This eve of the next wave of “fashionable wearables,” arguably led by the imminent release of Apple Watch, is a good time to start benchmarking the market by assessing leading themes in social media as they evolve in 2015. As the wearables “body part” competition heats up, one thing is certain—consumers want stylish devices. Enhanced functionality is expected by wearers, but fashion is foremost.
In a groundswell of support for freedom of the press and in solidarity with the victims of last week’s political assassinations, all major U.S. newspapers—with the exception of The New York Times—have published the cover of the satirical Charlie Hebdo’s first issue since the terrorist attacks. Social media channels throughout the English-speaking world have responded to the Times decision with an unambiguous negative 45% social sentiment in the past few days.
While it’s premature to predict what form the first fashion tech wearables mass market will take, there is consensus among the fashion cognoscenti: Form trumps functionality. Speakers at last month’sDecoded Fashion NYC Global Summit on Wearables and Retail Innovation in New York offered a glimpse of the future.
This Halloween I decided to trick or treat social media data for some lighter side story leads. So, what did my data dig unearth? Predictably, given the heavy seasonal marketing of confections and junk food industries, I learned that sugary candy treats trump costume themes in the Halloween convo by a ration of 3 to 1 for all theme mentions.
Paris Fashion Week may have taken place on the catwalks in Paris temples of fashion, but it truly lives in social media, in any language. Perhaps the biggest fashion revolution today is the greater transparency we’re witnessing in the industry, inviting outliers into the clan.
The BTS shopping ritual itself has been transformed by digital and shifting trends in consumer shopping behavior. Based on data from the National Retail Federation, 25% of back to school shoppers are expected to hold off until 1-2 weeks before school starts. Budget-conscious family shopping behavior is also reflected in the NRF’s data, which shows a 20% increase in delayed shopping over last year.
Undoubtedly, Besson’s techno sci-fi metaphysical Lucy will entertain global audiences and probably cause some neuroscientists to quake. But, as the box office shows, popular sentiment is definitively more aligned with the ethereal Lucy and galactic Guardians themes than a mere mortal named Hercules.
Today the price for brand consumer loyalty has a new paradigm that not only requires constant and immediate engagement with stakeholders and consumers, but the implicit expectation of response and action 24/7 as well.
Brand sponsorships for the 2012 Summer Olympics in London round up some of the usual suspects, including Coca-Cola and McDonald’s. But the story unfolding today lies in the power VOC wields in the game of social media, now challenging corporate policy and impacting change in the interest of public health.
America’s prophylactic warrior is waging battle on a new marketing turf—social media. And as they say, to the victor goes the spoils—so what’s at stake for the mighty Trojan brand’s continued dominance in the U.S.