A Sampling
A meme-marketing epidemic.
October 18, 2022
Desperate to go viral, a memes-per-hour marketing epidemic emerges…
Remember when it was impossible to open Instagram without seeing “Little Miss” memes? Was your newsfeed oversaturated with photoshopped versions of Adam Levine’s DM’s? In the past, aligning with cultural moments was an effective and almost essential way to relate, but it’s become redundant. A copy-and-paste approach to content has eliminated any sense of originality, making it difficult for consumers to get a feel for a brand’s true personality. Instead of latching on to trending songs or themes, focus efforts on out-of-the-box creativity to standout in a sea of sameness.
Denim makes its triumphant return as the transition from pandemic to new-normal calcifies...
The Spring 23 shows exhibited exciting denim pieces and inspired concepts. A few highlights: Courrèges’ styled models in baggy jeans and denim jackets tied at the waist or carried from built-in shoulder straps—a cue for future post-beach party attire. Bottega Veneta sent Kate Moss down the runway in what looked like a humble pair of blue jeans and a flannel, both made from printed leather. Diesel experimented with techniques like over-bleaching and burn-out effects. This uptick in denim, particularly novelty denim, signals consumers are ready to sacrifice comfort for self-expression.
Pass the bread, please. Butter is back...
The #butterboard TikTok trend is being touted as a more affordable charcuterie plate, but something deeper than cost-saving and aesthetic virality is churning below the surface. TOBE’s thesis? Diet and wellness culture went too far. Consumers just want to enjoy food again. At Copenhagen’s Apollo Bar, heaping mounds of house-made butter act as table décor, while in Berlin, Herrlich’s honey whipped chive oil recipe elevates the ingredient from accoutrement to main attraction. Shortlisted for the Dezeen Awards 2022, Kathleen Reilly’s folded butter knife hooks onto the edge of a plate like Japanese chopstick rests. In fashion, accessories brand Mister Parmesan harnesses the emotional appeal of indulgent ingredients, like butter, in graphic statements. We’re also reminded of Man Repeller’s (RIP) obsession with dressing like a butter stick a few years back, evoking the comfort food via color palate. Take this as a reminder, trends in adjacent industries create opportunities for yours, and there’s almost always a way to capitalize with a little creativity.
In our current post-cancel-culture era, truly iconic branding rises from the ashes…
Abercrombie & Fitch famously underwent a massive rebranding centering on inclusivity, after being canceled for its toxic brand image and company culture. However, recently TOBE’s noticed consumers romanticizing the brand’s aughts days online. Its once iconic quarterly magazines are selling on eBay for up to $100 a pop, presumably as ironic coffee table accents. After falling out of favor with feminist sociocultural sentiment, Playboy regains relevance in recent collaborations (Oceanus, Duke + Dexter) that put a campy spin on the male-gaze sexuality they were once vilified for. Today’s consumer is tired of treading lightly. Coupled with a sharp sense of humor, it seems little is out of bounds in the name of levity.
Believe it or not, fishing is in fashion...
First came hiking, tennis, and golf. Now, fishing is the latest outdoor activity to infiltrate fashion and interiors. As more yuppies go granola and nature-adventures remain aspirational, look to current offerings from William Ellery, Westerlind, Only NY, and Aritzia (yep), for fishing-inspired designs resonating from the Midwest to Brooklyn. Keep watching for the ripple effects of this consumer interest.
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