The Relevancy Read

Hot takes, early calls and astute observations, carefully curated.

A Sampling

Micro clout beats follower count.

May 23, 2023

Micro-clout may be the end of the generic influencer.

Events centered around niche influencers and special interests draw the type of natural engagement most brands can only dream of. Organized by a Vogue contributor, a massive closet sale headlined by Chloë Sevigny drew an hours-long line of true fashion fans, while local NYC internet celebrities promote their own designer closet sales via Craig's List and Instagram. Taking note, fashion community app Pickle has pivoted to peer-to-peer clothing rental. The strategy also applies to nightlife, with the independent newsletter Perfectly Imperfect acting as host and curator of an indie sleaze club night. For your next consumer-facing event, take a step back and give your influencer partners creative control to foster a more nuanced experience free from overt branding and the corporate rulebook.

Dinner and a show! The experience economy is hot.

Sit down meals become spectacles as consumers shift spending to experiences over commodities, while foodie culture continues to gain social currency. In its second year, Carbone Beach, the restaurant’s Miami Race Week pop-up, has become a who’s who of billionaires and celebrities. This year, the pricey tag of admission included live performances from Diddy and Diana Ross. Kicking off its east coast tour, Sumo + Sushi touts a live sumo experience with an accompanying meal of sushi and sake, all set in dining table seating around the ring. Prepare to see many more brands and businesses blend food and entertainment in the perfect relevancy recipe.

All roads lead to Rome! Designers nod to Neoclassicism.

We’re seeing neoclassic architectural references everywhere, from apparel to home and jewelry. Big Bud Press takes it literally with “Neoclassical Out Now,” a collection of everyday workwear basics donning stone sculpture motifs airbrushed by hand. Rachel Saunders’ ceramic vase takes inspiration from the iconic columns of ancient Greece, while jewelry brand History Time Travel recreates the same structures as gold pendants. Cult Gaia tastefully subs out mannequins for chiseled statues in their Summer '23 promotion, right on time as vacationers flock to the Mediterranean. Revisit our recent “architects as muse-du-jour” call-out for more on positioning provenance.

While resale businesses stumble, small secondhand initiatives stand out.

As everyone scrambles to find their place in the circular economy, many have missed the mark and struggled to reach profitability. Winning our approval and attention, Selfridges’ most recent pop-up concept, The Stock Market, asks customers to bring bags, shoes, and clothing to in-house “stockbrokers,” who assess the products and offer a list of services including selling, trading, upcycling, and repairing. The secondhand formula for success includes curation, creativity, and a unique offering. Before taking on a full-scale initiative, start with smaller activations that tap into specific consumer interests. An idea up for re-use, consider a sidewalk sale spotlighting old inventory to encourage treasure hunting and deal finding.

Super Mario Bros’ box-office success makes the case for simplicity.

With IP’s as iconic as Mario Bros, expectations are high for spin-offs. Instead of going over-the-top to meet them for the movie, Universal, Illumination, and Nintendo changed as little as possible from the original game and animation. Marketing strategies were similarly straightforward. At a New York City Public School carnival, we spotted a Mario Bros gaming truck giving kids and nostalgic parents alike a taste of the game and reminder to see the movie. This "door to door" stunt felt organic and refreshing in the digital age. As the movie broke multiple box-office records, we're reminded that when it comes to capitalizing on nostalgia, staying true to the story sells.