It didn’t take too long for brands to realize that sometimes the most ingenious ideas are scribbled on the streets and sidewalks. Perhaps this was the genesis of what is now seen as the ‘street-culture-meets-sports-and-fashion’ phenomenon. Some brands are employing the concept as a core element of their growth strategy following different approaches including celebrity endorsements, artist collaborations or honing on niche categories. The game is to still understand the consumer, but in a more sophisticated manner.
Beyond Youth
While many associate the strategy with youth, the audience base isn’t necessarily restricted. “Strategies are devised based on who we need to connect with, and the street-culture-meets-sports-and-fashion approach is not aimed solely at the youth. There’s a wave of people buying sneaker brands with a heritage. Brands are picking up on this and focusing beyond younger consumers who might be more trend-led,” observes David Balfour, Managing and Creative Partner of Lightblue.
While there might be no bar on the age group, the products that can deploy this strategy are limited. Citing an example of how consumer brands have embraced street culture, Warrick Godfrey, Chief Marketing Officer, Namshi says, “When you think of Red Bull, the first thoughts are less about energy drink and more about lifestyle, street art, sky diving, racing etc.”
“You can only work the street culture & fashion angle if the product allows you to. For many brands, it just wouldn’t work. Street-culture thrives on authenticity – it tips the cap to an era when people were oppressed. Expression was born out of that oppression through music, art and fashion. It can work in any category only if the brand has the right core elements,” cautions Mr Balfour.
The strategy has its own perils too, beginning with being seen as unauthentic. Mr Barakat, explains, “This is especially true when the brand lacks a track record. Employing a strategy of ‘pulling’ consumers rather than ‘pushing’ them works best and can be accomplished by providing a 360-degree premium experience.”
A Market Focused Play
Marketers have to adapt strategy according to markets. “Marketing strategies will be tweaked based on consumer buying habits in different cultures and the opportunity to activate experiential adventures. However, the core principle should stay the same because consumers buy into the positioning of the product, wherever they are in the world,” Mr Balfour points out.
Market obstacles may range from respecting local culture to braving weather conditions. Regardless, marketers have to ensure that the brand’s DNA is not compromised. “During Diesel’s iconic ‘Be Stupid’ campaign, we were not allowed to use the word ‘stupid’ in the outdoor campaign. We spray painted over it to highlight that we’ve been censored. This playful rebelliousness was in line with Diesel’s brand DNA,” divulges Tarek Barakat, Marketing Manager of Uranio Overseas Bureau.
Marc Jacobs, Louis Vuitton, Levi’s, Adidas, Nike are among the fashion brands that have explored the adventurous, artistic territory. In the creative world that needs a new spin constantly, sometimes the solution is on the streets.
This article was published in The Arabian Marketer February print issue.
To get your own copy, please email to marketing@arabianmarketer.ae
