POSTMODERNITY AND BLOG CULTURE
‘As we move into the 10’s the widespread proliferation of social media networks means that the consumer increasingly expects brand relationships to be based on conversation. Welcome to the Age of Brandtocracy, where brands must be more democratic and human to gain consumer appeal’ (Kanse et. al, 2009)
Postmodern Blog Culture has been upheld by fashion scholars and cultural theorists as the latest intervention in the democratisation of the market place. This has been reinforced in practise by Market Research conducted by MINTEL and LSN GLOBAL, encompassed in their ‘BRANDTOCRACY’ and MAKE IT MINE Macro Trend Analyses.
A rise in technology has resulted in a new media, which has redefined fashion as a dialogue rather than a monologue. Let alone prolific bloggers, the rise of online forum platforms enables anyone and everyone to comment on what people are wearing, share their opinions and hold potential influence, Anyone and everyone has the potential to define ‘fashion’.
This has empowered the innovative consumer to prioritise their personal wants and needs over the season’s fast fashion trends. This has resulted in the evolution of what LSN GLOBAl has coined, ‘Brandtocracries’ making use of ‘conversation, collaboration and creativity’ to engage with this increasingly dominant consumer market. This has been aided by technology making mass customisation a viable option through STYLE BANKS and AUGMENTED REALITY. My proposed FMP brand concept will identify as a brandtocracy, making this new democratic fashion landscape accessible to the innovative youth market.
‘Technological advances have created another alternative: economical individualized clothing (call it mass customization) for the middle market. Sizing algorithms and e-commerce enable companies to offer a variety of designs and fits at only slightly more than similar off-the-rack prices’ (Goffe, 2013)
Any cultural theory I engaged with over the course of 7001 and 7002 when I was beginning to explore this consumer market, was located in the general realm of the shift between modernity and postmodernity. However, building on this foundational research led me to the specific postmodern context of ‘Blog Culture’, and how the rise in technology has specifically disrupted ‘fashion’ as it has been conventionally understood.”
This new media has ensure that fashion constitutes a dialogue rather than a monologue. Let alone prolific bloggers,the rise of online forum platforms enables anyone and everyone to comment on what people are wearing and share their opinions and hold potential influence. It has even be argued that as this culture fully takes hold, how fashion is expressed in the city will erode ‘fashion’ as designed on the catwalk.
This democratisation highlighting how fashion can be simultaneously more than one thing, has empowered the innovative consumer to prioritise their personal wants and needs over the season’s fast fashion trends when it comes to engaging with ‘fashion’. This demand for Individualism has ensured that the consumer is becoming increasingly integral to the production of what fashion is. This theory has been reflected in practise by my 7003 primary research.
LSN MARKET RESEARCH ‘BRANDTOCRACIES’
LSN Global’s Macro Trend Brandtocracies, first established in 2009, predicted how ‘as we move into the 10’s, the widespread proliferation of social media networks means that consumers increasingly expect brand relationships to be based on conversation’
It argues that if brands wish to continue to engage the innovative consumer market, they must ‘imitate the social, coll aborate and creative characteristics of their consumers…[and] accept consumers adding to, or tampering with, their hitherto rigid brand DNA’.
This MACRO trend reflects cultural theory on ‘blog culture’ and, validates the theorised presence of an empowered active consumer market which has evolved from the postmodern cultural shift.
MINTEL MARKET RESEARCH MACRO TREND ‘MAKE IT MINE’
‘Mintel trend Make it Mine observes the growing demand for personalisation among today’s consumers, who have come to see personalisation as a right, not a privilege’
The ‘Make it Mine’ Macro Trend is centred around the contention that today’s consumer will onl y enga ge with brands which recognise their position subjectively as an individual through personalised products/ experiences.
Again, this extensive, professional market research highlights ‘make it mine’ as a significant consumer want. This validates the Innovative Youth Consumer Market my FMP brand concept has been built around.