Post-demographic fashion

One of the macro-trends of 2015 is "The demographic is dead! Long live demographic!" This is all the rage in new social trends.

Lourdes Delgado. 01/04/2015
Tommy Hilfiger
«I do Hilfiger» by Tommy Hilfiger. Make clic to buy

Developing this issue is very difficult for me. I am sure that I am going to write several post. But I think that the topic is very important for all us. I am going to show several examples of marketing campaigns where we can see this trend live.

First one «I do Hilfiger» the brand presents the campaign as a family wedding ceremony. In this case the fiction family «The Hilfiger» are in Sonoma, California. The scenes are very spontaneous, according to the owner of the brand, Tommy Hilfiger , they represent «the authentic spirit of brand«. Dresses up and dresses down.

According to Internet Advertising Bureau, September 2014: «Post-demographic consumerism: People – of all ages and in all markets – are constructing their own identities more freely than ever. As a result, consumption patterns are no longer defined by ‘traditional’ demographic segments such as age, gender, location, income, family status and more». I want to highlight some words from the press-briefing of the brand which represent the post-demographic trend:

  • Less conventional cool style
  • All people in scene. That is the way we understand the love, the Hilfiger’s love style
  • This campaign is an unique eclectic mix of attitude and styles
  • Attitude participatory and irreverent
Tommy Hilfiger 2
«I do Hilfiger» by Tommy Hilfiger. Make clic to buy

Eclectic people and models are the protagonists of the spot as Arthur Kulkov, Julia Hafstrom, Bernard Fouquet, RJ King, RJ Rogenski, Jourdan Dunn y Chloe Blackshire, Ronja Furrer y Behati Prinsloo. The hairdressing by James Pecis from D+V Agency and make-up by Mark Carasquillo-Art Partner.

In this context I wonder Are these ideas innovation? According to Humannova (2015), the 72% Hispanic enterprises think that the innovation has contributed positively to compete in the national market. And the 86% say that it has helped them to face the crisis with more guaranties.

Tommy Hilfiger 3
«I do Hilfiger» by Tommy Hilfiger. Make clic to buy it

The innovation is the future, according to Trendwatching: «Yes, younger, affluent consumers are still (usually) the earliest adopters of innovations. But now successful products, services and brands will transcend their initial demographics almost instantaneously. The takeaway? Never stop scanning all demographics for relevant new innovations»This week I have analysed one face of this trend, the next I will go deeply in the other… I hope to catch your attention. I send you my ideas to think about them.  Photos: Courtesy of brand by FinallyPress.

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