Friday, October 9th, 2009
One of the first lessons I remember from my undergraduate anthropology studies is “ask how not why/what”. Many market research studies examine who buys what fashion and what are the fashion trends, but it fails to understand the underlining why. By asking how, you implicitly are requesting a story and not a simple answer. “Why” can often put individuals on the defensive leading to short abrupt answers, and does not actually reveal the why or motivation behind a decision. Understanding why and how these trends occur enable us to build strong brand loyalty and partake in better predictive analysis.One of the first lessons I remember from my undergraduate anthropology studies is “ask how not why/what”. Many market research studies examine who buys what fashion and what are the fashion trends, but it fails to understand the underlining why. By asking how, you implicitly are requesting a story and not a simple answer. “Why” can often put individuals on the defensive leading to short abrupt answers, and does not actually reveal the why or motivation behind a decision. Understanding why and how these trends occur enable us to build strong brand loyalty and partake in better predictive analysis. (more…)
Tags: brands, consumers, customers, fashion, japan, loyalty, market research, methods, tokyo, trends
Posted in Culture, Real Estate, Retail, Uncategorized | No Comments »
Wednesday, September 30th, 2009
Over the past 6 weeks we have seen our daily readership of our blogs and traffic to our web site almost double. Visitors vary widely and range from Brazil to Southeast Asia and from the Middle East and India to Europe and North America. As our readership continues to grow we will add many new points of view and share more insights derived from our projects and clients located around the world. As we grow, we want you to feel at home in our next generation of community building with the introduction of MyVillageSolution.com early next year. You can help us grow by adding your own points of view to our blogs and sending your friends links to our site.
Occasionally, one of our readers will ask us questions concerning the services we provide. In brief, we are marketplace crafters in the sense that we define a market opportunity and then craft a built environment to answer the needs of merchants, restaurants, entertainment venues and most importantly the consumer. On the surface, it may appear to the more casual reader that we are something between architects and real estate developers. While we posses many of the same skills, our core competency is our ability to interpret trends both current and future in contemporary culture and translate those into the marketplace. As such, we do extensive market research, create multi retail marketplace concepts, direct the design execution and recruit merchants.
(more…)
Tags: development, market, market research, mobile market, Real Estate, Retail, Village Solutions
Posted in Culture, Real Estate, Real Estate Development, Retail, Shopping Centers, Specialty Retail | No Comments »
Thursday, June 11th, 2009
Brands have been telling their stories for decades now. Typically, in a mass-advertising, mass-branding world, the ‘telling’ has involved reaching and impressing as many consumers as possible. Those who literally bought into these storied brands then gained the respect and admiration of other brand-exposed consumers.
Example: if you’re Jaguar, and your (expensive) story is about old money with a dollop of English eccentricity and the whole world is aware of this, then consumers craving recognition from anyone impressed with this kind of lifestyle only need to buy one of your cars to bask in the glow of their peers’ admiration. Much of the current market research completed today is based on this idea of the brand story. For instance, Country Squires tend to drive Jaguars because they are status symbols and gain them access to the social club. However, while well-known, storied and very visible STATUS SYMBOLS will continue to dominate consumer societies for years to come, they will face increasing competition from STATUS STORIES: As more brands go niche and therefore tell stories that aren’t known to the masses, and as experiences and non-consumption-related expenditures take over from physical status symbols, consumers will increasingly have to tell each other stories to achieve a status dividend from their purchases. Expect a shift from brands telling a story, to brands helping consumers tell status-yielding stories to other consumers.
These types of experience are rapidly increasing as guerrilla and mobile retail are gaining popularity. For instance, major newspapers have recently caught onto Kogi Korean BBQ which sells their tacos out of trucks in LA. Fans get location updates via Twitter & usually 100s of followers are waiting when the trucks pull up. Another example is the ever-growing in popularity Treat Truck in New York.
Status Stories: Why Now?
STATUS STORIES are an answer to some of the major shifts and trends taking place in the consumption arena, from uniqueness, to visibility, to ‘alternative status sources’:
No longer do consumers want to be like the Joneses, the Mullers or the Li’s. When individuality rules and conformity is frowned upon, owning something no one else has is hot. The ‘mass’ that consumers are willing to put up with is either the stuff they don’t really care about—and can get on the cheap at the Wal-Marts and Aldis of this world—and some remaining objects of mass desire like the iPhone or the Mini Cooper. However, even these are likely to be customized and personalized the moment they leave the warehouse, website or store.
This consumption trend accounts is pushing the hand-made, artisanal and local markets. Many designers are custom making fashion piece or designing limited edition items. These one-of-a-kind items are often the most have pieces of the season and consumers are willing to dish out the cash for the luxury of having one.
The shift from mass to unique explains the surge in niche or even one-of-a-kind products and services. So brands will increasingly not want to, or will not be able (if only for financial reasons) to tell their story to the masses. Which in turn means that consumers buying from these brands will no longer be able to rely on the product or service to provide them with that instant recognition and admiration from their peers. It is thus up to the customer to tell a story, any kind of story, with the brand providing the ingredients.
Besides the shift from mass to uniqueness, mature/prosperous consumers now predominantly live in experience economies. Experiences not only are inherently more unique, they also do a better job of providing instant gratification: they’re often more affordable, and thus more numerous than old-world status symbols.
Tags: consumer, guerilla retail, market research, mobile markets, mobile retail, pop-up shop, twitter
Posted in Advertising & Marketing, Retail | No Comments »