From Demographics to Passions: Navigating the Evolution of Targeting
The ever-evolving identities of consumers have shattered demographic norms, demanding a fresh approach from brands targeting them online. Gen Z and Millennials, the most diverse generations yet, defy traditional demographics in expressing their identities. As over 80% prefer being defined by personal attributes like passions, targeting strategies must shift beyond traditional demographics to focus on the online communities and subcultures formed around these interests.
Online communities come in many forms, including subcultures like cores, often centered around fashion and beauty aesthetics. From Cottage-core to Barbie-core and Goblin-core, these cores spark micro-trends and enable self-expression for young consumers. They also extend beyond mere trends, reflecting personal values and lifestyles, fostering community and belonging—creating opportunities for brands to authentically engage with consumers today.
Urban Outfitters x Cottagecore
Urban Outfitters introduced a Cottagecore-inspired line featuring floral dresses, cozy knits, and rustic home décor, resonating with young consumers seeking the simplicity of rural living. This collection deepened Urban Outfitters' appeal in the lifestyle and home decor categories, tapping into consumers' affinity for a simpler lifestyle and connection to nature. Aligned with their hobbies like crafting, gardening, and home cooking, this core also reflects young consumers' commitment to sustainability.
Em Cosmetics x Soft Glam Aesthetic
Beauty influencer Michelle Phan's brand has seamlessly integrated the Soft Glam aesthetic into its branding and marketing efforts. Their campaigns and social media content epitomize ethereal, romantic makeup looks, highlighting soft, blendable textures and delicate shimmer. Beyond makeup, Soft Glam embodies a lifestyle centered on balance, simplicity, and elegance. Consumers drawn to this aesthetic prioritize self-care and well-being, indulging in daily rituals such as luxurious baths and meticulous skincare routines. They're organized, passionate about creative pursuits, and enjoy hosting intimate gatherings that foster meaningful connections
Ganni x Y2K Aesthetic
Embracing the nostalgia-driven Y2K aesthetic, a nod to late '90s and early 2000s fashion and beauty trends, Ganni teamed up with Juicy Couture to give its own twist to Juicy's iconic style. This collaboration sparked a wave of memes, rave reviews and a near-instant sellout. More than just a revival of low-rise jeans, baby tees, and frosted eyeshadow, young consumers are embracing this aesthetic for its representation of a simpler time, before the dominance of social media, when technology was uncomplicated and included "dumb" phones and Nintendo Gameboys.
In Part 2, we’ll discuss emerging cores that brands can leverage for marketing and digital content.
H&M x Qulture
As H&M's agency of record for their 2024 Expansion Program, Qulture was entrusted with creating engaging activations for new store locations. The objective went beyond simply promoting fashion — it centered on forging genuine connections that resonate with today's consumers, inspiring them to share their experiences across online and offline channels. We recognize that successful store openings needed meaningful moments that deepen customer-brand connections. The buzz generated was evident, with each opening attracting lines of hundreds of eager customers, some waiting up to three hours to be among the first to experience the new stores.
For the three-day store opening activations, we created unique branded installations that immersed customers from the moment they arrived on site for the opening. Classic photobooths and custom-built claw machines were extremely popular, with some locations engaging over 3,500 customers with the claw game and facilitating over 2,500 photobooth sessions. The activations incentivized participation by offering customers the chance to join H&M's loyalty program. Furthermore, Qulture contracted local micro-influencers and DJ talent familiar with the surrounding community to authentically host the celebrations, orchestrating engaging games and activities reflective of the area's culture, building excitement ahead of each store's official red-ribbon cutting ceremony that customers eagerly shared on social media platforms.