Young people are the key to the growth of many sectors, including fashion. There is a perception however that this audience is hard to reach and satisfy. It is left for the brand to research and discover easy ways to reach this target audience. They may be difficult but they are definitely not out of reach.
Research has shown that youth tend to remember brands that entertain, inform and inspire them. Maybe a little more emphasis on the entertainment part. Therefore, fashion brands can use the already visual appeal they have to draw more audience. For example, years back, there were shoes made that had music and lights. Almost every child wanted to have one of those. Sing along shoes and be dazzled by the lights as well.
Using the right platform can go a long way. Most young people between the ages of 18-24 are internet savvy. Half if not all their lives are on social media. They can then resonate with social media engagements by different brands they like. Bear in mind that they don’t follow just one brand, so you have to try and stay on top for the longest period of time.
Those who follow brands have expectations- they either want material gains or to be fully entertained (people love free stuff). Then, in trying to gain the interest of this audience, don’t focus on the need to have a conversation. They converse, no doubt but mainly with friends and not really the shoe owner (imagine getting them to answer a survey, good luck with that). Keep things interesting and always visually appealing. There is no need for a long essay. A picture can tell more than a thousand words, depending on how it is used.
Fashion is not only about clothes but about creating an identity. Some young people are trying to do this and so they are open to diversity and experimenting. They have to be spoken to the way they will understand. Brands are becoming more aware of this are taking full advantage of the platform provided by the mobile.
Written by Nkem Ikeh
Images: guluzarasmedia.wordpress.com, laurelsprings.com, mmo.co.mz