Diagnose
Audience
Navigating the intersection of subculture and brand evolution
A leading fashion brand faced the challenge of sustaining cultural relevance in the dynamic world of fashion, where subcultures and trends drive consumer preferences. With a legacy tied to functional streetwear and innovation, the brand sought to align its narrative with the evolving expectations of its diverse audience while staying ahead of emerging trends.
Strategic subculture mapping and trend spotting
A proprietary AI-driven analysis was conducted on over 46,000 social media posts across platforms like Instagram, TikTok, and Reddit. This approach identified key subcultures, discourse themes, and emerging trends driving consumer engagement with the brand. Human analysts complemented these findings with insights into consumer behaviors, shopping preferences, and sentiment toward specific product lines and collaborations. The study also benchmarked the brand’s positioning against competitors to gauge its alignment with market expectations.
Aligning heritage with emerging trends
These insights enabled the brand to solidify its leadership in innovative streetwear. By aligning messaging with consumer-driven themes such as functional design, subculture storytelling, and exclusive drops, the brand strengthened its relevance while expanding its influence among younger demographics and niche audiences.
Actionable strategies for brand growth
The analysis uncovered opportunities for the brand to align its messaging and products more closely with consumer desires and market trends:
Unlock the potential of subculture and trend-driven strategies for your brand. Contact us to learn how data-driven insights can help you stay ahead in an ever-evolving market.
“If you have only daughters in the house, people will talk about it saying “these people don’t have a son, who will carry on the family name?”. Relatives and neighbors talk about it in a very negative way. They will not allow the parents to live in peace.”
Tweet from Nepal
“Actually daughters are fine as well, but a sense of security a safety can only be provided by a son, no?”
Tweet from China
This community minded segment enjoys a sense of belonging. As such, they care about how they are perceived by others, and try their hardest to fit in and uphold duties. They are most likely to follow trends and respect influential figures.
Driven by a sense of purpose and responsibility, Idealists want to do good in the world. They put in the work to drive positive change and impact. However, there’s also an undertone of realism, as they know that action is limited.
Characterised by their expressiveness and independence, Explorers pride themselves on having a different approach or mindset to life. This includes spirituality enthusiasts, solo travelers, and freelancers, among others. They seek to live life on their own terms.
This segment comprises of highly ambitious goal-getters. Their goals are not always conventional ones (i.e. graduating at the top of their class), but rather tend to be about finding their passion and excelling at it. They look for opportunities at every corner and strive to leave a lasting impression.
Driven by a need to prove themselves to the world, signallers are hard-working and practical individuals. To them, success is about financial stability and external validation. As such, traditional status symbols are important to them.
This passive segment are merely observers of the world: they don’t take things too seriously, they aren’t concerned with other people’s opinions on them, nor do they hold any strong opinions themselves. They are “here for a good time” and enjoy a nihilistic sense of humor.
Protective of traditions; Afraid of shame; Influenced by social norms.
🙅 Deniers
Amazon is launching a Gen Z offering that takes users back in time to explore and experience iconic moments or events of the Y2K era
This product will be an interactive Amazon Alexa skill, featuring content tailored based on user preferences and interests
Through this trend, Amazon can provide customers with an immersive new product offering, as well as capitalize off the growing interest in retro-style products among Gen Zers
Airbnb is launching a Gen Z offering that celebrates the power of monetization
Highlighting inspiring stories of people
who have used Airbnb properties to achieve success
Could feature content creators, Roblox developers, and other individuals who have leveraged their side hustles while staying in an Airbnb property
Visuals should be evocative and captivating, portraying the potential of living life to its fullest while utilizing Airbnb's flexible and affordable options
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