social tribes can be a great platform to reach out to consumers of fashion even more than social networking. At least I think Dr. Cognitive anthropologist Bob Deutsch who Fashions site Collective speaks about the implications of this phenomenon in luxury brands. However, it could actually posed applied author fashion "ready-to-wear." Review your achievements and business opportunities it brings.
The paradigm shift involving social tribes
According to Dr. Deutsch luxury brands do not need to ask what they like, need or want their consumers, but who are really . Do you feel about their world and the world around them. The subtext is not their interests but their identity .This change of view is:
- See the person as a creator of content
- Go to a talk person to person
- Moving to a collection of experiences
- Skip to "me-as-brand" or a trade mark.
Ultimately shift the focus from social networking social tribes. This, because the former did not necessarily require a face to face. However, the second one did, because the tribe is limited to "space" to certain "boundaries."
What the consumer feels when approaching the copyright fashion brand? "Sees himself?
does it take to form a social tribe
Dr. Deutsch lists five requirements that are needed to form a tribal social .1. Possession of a unique revelation : an ideology that rejects the mainstream to some extent or mainstream, that is expressed with romantic passion and cold logic.
2. A belief system: a mythology about how the world operates, how the tribe members and can be maximized in relation to the world.
3. A ritual : to institutionalize the memory and make you feel like you're there, even if you have not subscribe.
4. A distinctive lexicon: a common vocabulary or symbols that distinguish and differentiate.
5. Accent about being in the group and outside : barriers to define the other (the other is not like me ") .
social tribes in the member itself may be full, since there does not need masks, is as (the ultimate expression of "let it be") .
What are the limits "my tribe"? Who should be recognized and who is not?
tribes as a brand
cognitive aspects that the member of the tribe should have are:- Familiarity : the tribe's how I
- participation and trust: the tribe liked
- power: the tribe is more than one and therefore can help you become more in me.
That means that loyalty is not the brand but himself.
In the tribe, the consumer may be itself
Fashion Tribes on
But author Is it possible to form social tribes fashion writer? I think so, since it is itself a set of attributes (innovation, exclusivity , difference as bases) that approaches close to the tribe.But how do you create a tribe? The base is in check if our brand has the potential to form a tribe and a narrative that does not talk about a product, but identity. Do we have a story that allows not only entice the consumer, but do feel that they are talking about him, his life, his beliefs, their identity?
In the article Dr. Deutsch place the sample Dunkin 'Donuts and Starbucks, and how to configure your account each brand. In the second case is where you can appreciate this idea of \u200b\u200ba tribe in which the Starbucks consumer feels privileged to consume the coffee, which identifies himself with his lifestyle, he talks about his own life. But at the same time, allowing you to set a gap between those who are like him -and belong to the tribe- and non .
Nobody said that the task was easy, but it certainly is an exercise in connect and engage the possible member of the tribe with a narrative that speaks not of products but of his own life . It is transmitted identity through them, a identity that reflects the identity of the other . Is to force him to look in the mirror of the brand and continue to see for yourself.
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