PSFK coins a need to set oneself apart as IDividualism – a desire to stand out from the ‘latest trend following’ masses.
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Inspiration to make things better.
December 13, 2004
PSFK coins a need to set oneself apart as IDividualism – a desire to stand out from the ‘latest trend following’ masses.
This post is now only available in PDF version.
Inspiration to make things better.
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We illustrated earlier that luxury businesses are aware of the need to service the customization desire and we know that because of the nature of their businesses and the prices which they charge for their products that they are more than able to service a growing demand for customized products. What IDividualism means to mass market brands is less clear.
The mass market is consumer psyche may be inspired to experiment with IDividualism but PSFK would argue that as a rule they will only tinker on the sidelines. After all the mass market consumer not only wants to fit in with their peer groups but also looks for leadership from key market influencers of celebrities, magazine editors etc.
Customisaition traditionally has been the preserve of the very rich in the case of products being customized at their customers request or the creative who customize their products themselves. It’s routes lye solidly in the fashion business as the easiest has been led for so long by the fashion and automobile businesses. Fashion and Clothing has a history of customiationa dating back to when the first clothes were made and for a long time you have been able to customize your car with your preference for features and colour.
What this trend further means for these industries is that for a business normally means additional expence which translates to premium prices for customized products.
Also human society is such that the heard mentality prevents Idividulism lasting for to long. In the 1970’s punk exploded in the UK. First in London and then everywhere. Initially punks stood out with their cusomised leather jackets and hairdoo’s. However these quickly became the norm and every classroom in the UK had three of four wannabee punks.
December 13th, 2004 at 8:48 am
I do not believe this trend will only exist at the top and fringes of the retail market. The ease with which customization can now take place in product development and production will make this a much more economically feasible offering for companies. Couple this with the enormous wave of emphasis on individual creativity/expression (now more than 5 million blogs and counting) and I think you have a much more significant market force.
This isn’t to say these customizers won’t need assistance, thereby providing opportunities for experts everywhere.
December 13th, 2004 at 12:55 pm
Bathing Ape Store Opens in NY:
SoHo Runs for Blue and Yellow Sneakers
http://www.nytimes.com/2004/12/19/fashion/19NIGO.html?oref=login
December 18th, 2004 at 6:09 pm
Idividual Mini Cooper:
http://www.joshrubin.com/coolhunting/archives/2005/01/illustrated_min.html
January 24th, 2005 at 2:11 pm
Reebok celebrates individuality
http://www.adjab.com/2005/02/10/reebok-celebrates-individuality/
February 10th, 2005 at 9:31 am
Do you have a report that contains all of your trends with summary comments, etc.?
September 12th, 2006 at 10:30 am