HERE COMES THE NEIGHBOURHOOD | Exclusive Trailer

Generation WE = Local. Niche. Social
With all the turbulence and socio-economic problems and unrest, clever brands and companies will collaborate to give back to the community and help repair a fractured global society on a local and 'real' basis - NOT by adding an extra '0' on to the end of a pay check for Africa or a War-stricken Middle Eastern Country. Brands are looking inwards and locally to show support and create civic harmony. There are so many adverts through so many channels and media, the future of creating loyalty and strong bonds is through emotion. This is where I see the future of Fashion Marketing and Branding as a macro trend and I pick this apart through sub-trends (micro trends) of which I have came across through personal research and from taking valuable notes from trend briefings by LS:N Global of the Future Laboratory, magazines and journals such as Harvard Business Review, Monocle, The Economist and Viewpoint.

I have been inspired by the collaborative and convivial mindset to transform Wynwood Miami into an outdoor gallery featuring an array of internationally acclaimed and locally respected street artists, graffiti writers and muralists. HERE COMES THE NEIGHBOURHOOD is a short-form Docuseries exploring the power of Public Art and innovation to uplift and revitalize urban communities. Do you think a UK city council will take heed of this creative and efficient repair initiative any time soon?

WE not ME // Using touch points to LISTEN and talk

In these diagrams below I have tried to visualise the concept of ‘Brandtocracies’, taken from a Future Laboratory trend briefing. Since it’s never been easier to have a more direct relationship with the consumer it is fundamental for brands to be collaborative and conversational within their marketing – this picks up on the whole point of this brief in redirecting and emphasis touch points through digital marketing.

The big brand push is conversational rather than corporate and inclusive rather than exclusive – WE rather than ME. The old media/advertisement genres of 'Brought' and 'Owned' such as a TV ad or a brand website/campaign mean not merely as much as 'EARNT' which includes blog sites, fan pages and social media advocacy. Social media has changed marketing/branding forever. It is arguable that Marketing as a title is outdated since who is really putting products/brands into the market? The new name for marketing I suggest to be, quite simply, Consumer Engagement.

Since it's easier to buy online, the retail environment needs to become adaptable. Merely selling clothes is not enough – forget service with a smile! The new retail store needs to sell the heritage, identity and most of all, experience. Through offering the offline touch point as a physical store the interaction could potentially be transcended online to offline and vice versa. I feel that the current trend of creating branded experience and physical engagement from sports brand (i.e. Umbro and the Cosmo Collection Launch) can create significant, memorable experiences which would hopefully make the brand stick out in the consumers mind and go further through the consumer decision journey.

The old brand and consumer relationship doodled above (The Partnering Stance) where the brand dictates the marketing campaign and strategy to the consumer for the hard sell is outdated. Since there is so much choice nowadays for the consumer and consumers connect with ‘myriad brands – through new media channels beyond the manufacturers and retailers control/ knowledge’ (Branding in the Digital Age article) it is important to talk to and listen to the consumer and react accordingly (The Experiential Stance) below.

There is also a growth in the trend to buy local, stay local and be more engaged in community and civic participation. Brands should build awareness by increasing the brand advocates and ambassadors within the main target audience of influencers since their consumer range is so diverse, this will be more cost effective and efficient rather than aiming to target each and every consumer segment.

Touch points and consumer engagement to a brand needs to become 'Far Nearer'. << Listen

Appealing to the Locals, Size? UK

De-branding your well known range appears to be a trend within 'brand management(?)' at the moment since the rise of the BIG society, Generation WE and the augmented, local loving culture. Generation 'WE' = Local. Micro. Niche.

Starbucks decision to remove all branding from one of its Seattle Coffee shops = an attempt to distance the outlet from the brand to rescue it from its ubiquity and is a prime example of brands adapting to suit a particular location, to enhance locality. Branding - the con of the 'brand' is everywhere which has created a loss of individuality. Consumers are looking more and more for a new, tactile and niche experience. They want Starbucks coffee products but in their warm, loving and local coffee 'boutique'. More personal. Niche and locality is fashionable.

What I have found from my own personal research within the UK retail environment and experiences when shopping is that the larger chain stores and MNC's (Multi-national corporations) want MASS custom, not MY custom. The service was less inviting and impersonal in comparison to a smaller, independant shop and even vintage/second hand shops. Smaller inde's are generally more welcoming and interesting in serving you personally I feel - probably because at this time more than ever, every sale counts! I think it is public perception that most local brands are synonymous with good quality and good service more than larger chain stores

Who prefers their local Tesco butchers to their local family butchers? (The latter championed by chefs and TV cookery programmes).

In the current economic struggle and cuts, customer service is more important than ever! If the customer isn't treated right then they will be reluctant to spend their money - they want to get the most from their spending, which includes the in-store experience.

YOUR LOCAL PUB HAS BEEN DOING IT FOR YEARS! I have noticed loads of pubs that have local artwork or memorabilia helping to furnish the interiors. It can help make a brand more collectible. Size? have taken this idea and now have an ethos of keeping the VM for their stores rooted within the local scene, playing off local history, geography and cultural puns. Stepping into a Size? store nowadays may as well have a 'Home Sweet Home' doormat on the entrance. There is a strong sense of respecting locality. I believe that once a brand is established and owned by the local, loyal consumers rather than by the company, as a brand manager, you should be able to just help 'guide' it. It is a lot easier (I imagine) for smaller, entreprenuerial retailers to direct this and tailor it more 'on their toes', so to speak. Can larger chain stores and high street giants be so nimble fingered in tailoring their brand to suit their neighbourhood?