Wednesday, February 20, 2008

Consumer's heads and social fashion

Adweek: Marketers want to get inside consumers' heads
Coca-Cola Co. and Virgin Mobile USA are among the top marketers to use neuroscience and biometric research to understand how the human body responds to advertising. Such research reportedly has become cheaper and easier to conduct, due to advances in technology.

Financial Times: Social shopping comes into fashion
Social shopping will gain more traction in the fashion space as consumers increasingly rely on peer suggestions and reviews in making online purchases, according to this article.

Rationality- a great concept and not unfamiliar to those with a bit of common sense
1. Ummm, neuroscience people! Where have you been? We're all kind of leaving TV advertising as dead and boring.
Question: Did you look at the long lasting effects of this advertising as opposed to simply during the time that viewers were watching ads???
I'm sure if you would have kept your little electrodes going you would have found no response AS SOON as the advertising was over for that particular product.

2. I don't even know where to start on the social fashion thing. If you follow trends, great, then this is for you. It's always nice to know that 600 other people are walking down the street in the exact same ensemble as you. It adds to the self-confidence that you're doing something safe in number.
But I don't think this kind of program will eventuate, definitely not for premier high fashion or niche groups. In particular the fashion industry is driven by everyone loving something or hating something (by everyone I mean those select few voices who dictate what everyone should be loving or hating and then the masses following that). And real fashion for real people is driven by a sense of discovery and individualism. Real trend setters don't want to be told where to discover something, they discover and collate on their own. They create their own 'new' ways of doing things- that's why they are trend setters. And trend setters definitely don't publicise and encourage everyone to follow their trend. That happens organically.
This whole thing sounds like a bunch of try hards trying to get their sites off the ground. I.e their sites are called "Oh so you" and "I like totally love it". Not exactly sophistication.


Anonymous said...


I've seen some interesting evidence that social shopping has juice. For example, check out the way it's been nurtured on

I work for a start up in the same general space, so I've paid close attention to the site. FYI, Microsoft recently bought into Jellyfish - which may or may not convince you of the site's awesomeness.

nom de blogg

Wisey said...

Hmm, yes, uh-huh, ok.
I'm not talking about mass. I was talking about those who are the individual, which that article seemed to convey as the desired audience.

and ps- I just saw Chris from Project Runway on the street. TV really does put on 20 pounds.