“A nation’s culture resides in the hearts and in the soul of its people.” - Mahatma Gandhi
To my thesis tutor José Guerrero for the guidance and the limitless ideas, he has provided me with to redirect my project and to achieve my objectives. For his never-ending support, patience, and energy that motivated me throughout the entire process.
To Cristina Lastra for being my specialized tutor. For sharing her spirit and passion that guided and encouraged me to follow my objectives and provided me with very creative and useful ideas for my final project.
And I thank me, Inés, for your hard work even though times made it difficult. Thank you for never giving up and being a tireless woman.
THE ABSTRACT This dissertation aims to understand how
alistic, consumerist and demanding culture
brands create their own brand culture as a
consumer; and qualitative research that
communication tool to, later on, design a
aimed to study the critical success factors
new sneakers business model based on the regarding consumer culture of three on top sneaker market. Hence, the project bases its
of mind brands; Apple, Nike and Supreme,
analysis on investigating sociological asso-
to prove evidence of the previous research.
ciations, behavioural processes and market-
The analysis will, therefore, determine a
ing models.
business model that the student will design adapting it to the sneakers market.
The subject discussed has been a topic of interest since the high-end sneaker market Overall, in conclusion, sneaker brands which counts with several unique aspects regard-
embody a unique brand culture that pro-
ing its consumers purchasing behaviours
vides their customers with a 360° experi-
that connect entirely with the new contem-
ential branding that transcends its product
porary consumer demands of the newer features will be more likely to succeed. Howgenerations who are more likely to purchase ever, these brands will have to consider deexperiences rather than products.
veloping community belongingness together with a desirable distributional system to
The research paper divides the information succeed when targeting future generations, into qualitative research, which through who are embracing and incorporating new qualified marketers and philosophers the-
needs and ambitions when connecting with
ories the student managed to analyse the
brands.
purchasing motivations within an individu-
TABLE OF CONTENTS MOTIVATION - 8 THE AIM AND OBJECTIVES - 9 RESEARCH QUESTIONS - 10 RESEARCH METHODOLOGY - 11 LITERATURE REVIEW - 13 DATA RESULTS ANALYSIS - 32 DISCUSSION - 54 CONCLUSIONS AND EVALUATIONS - 58 BIBLIOGRAPHY - 60
THE AIM AND OBJECTIVES MOTIVATION
This research aims to analyse how brands use culture as
The inspiration for this dissertation on the topic of The
consumer. It also aims to understand the emotional moti-
Sneaker Culture arose from personal interest of the stu-
vation and attachment behind the obtention of the good.
a communication tool to bridge from a sneaker brand to a
dent. The intention behind this project is to understand the relation between sneaker branding and cultural as-
This dissertation pursues to deeply understand the ba-
sociations that shape how society perceives individuals
sics of emotional branding communication and how cus-
and groups who wear those. Moreover, the student aims
tomers associate to sociocultural communities that build
to acknowledge the stimulus that awakes customers to
from the basis and creation of brand values.
purchase such products and provide with a new business model for future sneaker culture brands to enter the mar-
The project will also evaluate the consumer behaviour
ket and success.
pattern that is driven by a new virtual era that is continually changing and highly demanding. Thus, to understand
The sneaker topic was chosen by the fact that the student
the new communication methods these individuals are
has always been amazed by how sneakers can have such
adopting to engage with brands and the new needs that
meaningful messages that can be understood through
are currently unfolding.
non-verbal communication, which from the student’s perspective, the most potent communication method that
The final objective for the dissertation will conclude by
has ever existed.
providing with a communication business model design for the sneaker market applied to today’s digitalised, rap-
“A picture is worth a thousand words – Fred R. Barnard” 8
id, emotional and clamorous generation. 9
RESEARCH QUESTIONS Understand how brands are building their own cultures as a communication tool. What makes consumers identify and associate with one or another brand? Which is the purchasing behaviour customers adopt when identifying with a brand culture? Which are the elements that build a brand culture?
Understand brand communities and their behaviour. How is the cyberspace era affecting communities? Why does a hyper-individualist society want to associate with a community? Which is the role of a consumer when becoming part of a community? What factor makes a brand community successful?
Understand how and why to emotionally communicate with a consumer. Which are the standards to connect up to this level with a customer? Which are the needs that emerge from emotional communications?
Understand which the key success factors of contemporary brands are. 10
RESEARCH METHODOLOGY The examination of secondary sources such ing perceived as individuals and been given as books, research papers and articles pub-
the importance that transcends what a con-
lished on branding concepts, contemporary sumer itself is, the author will analyse and consumer behaviour and needs, emotional contrast various studies from Sirgy (1982), branding, culture as a communication tool a management psychologist and marketing and consumer associations to groups or professor that has published several books communities will conceive a clear and in-
on consumer behaviour and self-concept.
sightful vision of the overall outline of the This section will have a clear focus which is dissertation. In order to design the research
the consumer, as the new generations are
for the project, the author will divide the in-
increasing their demand on being perceived
formation in qualitative, to research socio-
as persons rather than just consumers. And
logical, behavioural and marketing models,
thus, implies several areas that will be fur-
and quantitative analysis, to analyse real ther on be studied such as hyperindividualcases.
ism and therefore, the personalisation system, to thoroughly analyse the emerging
First, to understand which are the principal
needs of the newer generations regarding
concepts a brand has to take into consider-
the importance given to self.
ation for a communication strategy, the author will evaluate several professional the-
Nevertheless, a clear statement showcas-
ories from articles and books from renown
es that these consumers need belonging to
authors in the sector such as Keller (2006), brands and to feeling an emotional connecRiesenbeck and Perrey (2007), McCracken
tion with these. Ergo, the building of virtual
(1986) or Aaker (1997). This section has been
communities is the respond from brands to
selected in order to provide the researcher
this need. Thus, the author selected a con-
with an overall overview of what branding is sistent article that mentioned the strategic and which are the main components a brand
implications of virtual communities of con-
needs to establish a coherent and robust
sumption to deeply understand the emerg-
concept.
ing communities together with some other relevant authors that reaffirmed the state-
To comprehend how the current consumer ments such as Conye (1995) and Benedict behaves and elaborates new needs of be-
(1991). 11
Gilles Lipovetsky’s theory of The Era of awaiting from this perspective. Emptiness will help the author analyse and critically evaluate the hyper-consumerist
For the quantitative research, as aforemen-
society mentioned above. Other approaches tioned, the author will study three real cases such as Featherstone’s or Torlak’s, among
of contemporary brands to prove evidence
others, will help the researcher identify the of the previous study and to provide with a hyper demanding society’s needs and be-
consistent brand model afterwards. Howev-
haviour when perceiving a brand that over-
er, before that, a little quantitative research
steps their communication and manages on the sneaker market will be undergone to to build their own culture. Therefore, many
state that the sneaker market has future op-
theories from distinctive authors will pro-
portunities for new brands. The author then
LITERATURE REVIEW
vide the researcher with reliable information will analyse Apple’s case as an example for to create an astute and incisive review of a reliable and successful storytelling combrand culture to identify what differentiates
munication strategy, Supreme’s limited dis-
one brand to another and to recall to the tributional system and Nike as a brand that main factors that make it possible to build a has managed to build a community successbrand culture. However, an exciting reading
fully. This information will reiterate and pro-
the author will be considering is an article re-
vide with new relevant information to con-
garding a complex paradigm of culture and sider when finally building the new sneaker globalisation, The Acculturation of a Global
business model.
Consumer Culture (Hofstede, 2001). The main difficulty of the paper will be to To end, for the qualitative research, the stu-
synthesise the information to obtain the key
dent will be looking at essential figures such
concepts to build a persuasive argument.
as Solomon, Marx or Veblen’s theories regarding emotional branding and consumerism to understand what generates significant and symbolic associations between brands and consumers. But, is the consumer willing to adopt changes in the near future? The Fatigue Society article will help the researcher understand what the near future is 12
1. Understanding the concepts behind a brand. In the following section, the author will eval-
defined as brands. (Aaker, 1991) A brand
uate and define various concepts that usu-
is an identifiable product, service, person
ally build and link to brands. These concepts
or place that matches consumers values
will be studied in order to have a deep under-
through their needs and desires. (Cherna-
standing of the following sections of the re-
tony et al., 1998) Kotler and Keller (2006)
view as it has a strong presence in the topic. agreed that the process of branding is to educate the consumer “what” the product is, First, the researcher will be defining the con-
“why” consumers should be concerned and
cept brand by following different theories “who” it is. from renown authorities regarding branding. Brand means a combination of identifica-
Ergo, the author concludes that branding is
tions and differentiations that draw sharp at-
about a psychological constitution to help
tention to the product for consumers. These
consumers systemise their cognitive knowl-
brands provide their customers with specific
edge in order to make their final decision be
values with which they will be satisfied when the product of the brand due to the values it purchasing them. Between the interaction embraces. of consumers and companies, some values occupy consumer’s minds which can be 13
BRAND AWARENESS
BRAND PERSONALITY
After analyzing some of the statements of Franzen and Bouwman (2001) and Kapferer (2004) regarding brand awareness, the author has identified that it is the strength of the brand’s presence in the consumer mind and the precondition for its existence.
Brand personality will play an essential role throughout the present paper; thus, the author has analyzed several hypotheses of different authors that state its importance in branding.
There are four different stages or levels of awareness: 1.Non-recognition of the brand 2. Brand recognition 3. Brand recall 4. Top of mind – the brand survives and presumes an instinctive nature. BRAND ASSOCIATIONS The vast majority of the authors (Khrisnan, 1996) (Keller, 2003), when approaching to provide a meaning of brand associations, agree that these are links between nodes in consumer’s minds and are like a mental network of connections that represent any information connected to a brand node that adds brand commitment. Brand associations are, therefore, connections between consumer’s minds and brand attributes, benefits and attitudes.
Brand personality is built through different human characteristics that are associated with the brand and are usually the most differentiating part of the brand and therefore, a way of interaction and engagement with the customer. (Aaker, 1997) It would be a synonym to answering what kind of person would the brand be if it were a person. Thus, it is a similar process to giving the brand human attributes such as humour, sincerity or intelligence. This process is usually more natural to achieve through brand endorsements with renown individuals to whom people will easier attribute those characteristics. (McCracken, 1986) Nevertheless, the researcher has identified that several studies mention that brand personality is not the only way to differentiate the brand. On the contrary, a brand needs of its brand beliefs and emotions to generate an emotional and different interaction with their customers.
BRAND ATTRIBUTES
BRAND KNOWLEDGE
Drawing from existing research from Keller (2003) and Riesenbeck and Perrey (2007) defined brand attributes as features that describe the product and characteristics of these, whether these are tangible or not. However, this statement suggests that attributes are necessary but not enough in order to generate long-lasting consumer relationships.
Most of the professionals arguing what brand knowledge is, agree on Keller’s (2003) theory that defines it as the personal meaning customers attribute to the brand through their memory. Brand knowledge therefore affects and has personal significance to the customer. Thus, it can be related entirely to brand beliefs.
BRAND BELIEFS AND EMOTIONS
BRAND ATTITUDES
Several studies concur that successful brands currently communicate to their customers in an emotional and affectional level, which further on affects the final customer decision on purchasing the product or service. Thus, the researcher of the dissertation will be giving it greater importance than to other concepts.
Individuals usually form attitudes towards new brands through changes in their beliefs. These attitudes are the result of the experience the customer has had with the brand and might appear as judgements and evaluations. (Keller, 2003) Nevertheless, these attitudes are carefully related to emotions, feelings and cognition.
On the one hand, the author has spotted that brand beliefs usually differentiate the brand from its competitors as they are related to cognitive and personal aspects. Brand beliefs strengthen the brand as those are features or benefits the customer can relate and make unique for the brand. On the other hand, many debates have been opened since lots of authorities have been analyzing brand emotions for a long time. However, the researcher has seen that many of these studies recall to brand emotions as affection or appraisal for an object, person, service or event, whether it is positive or negative (Jun, Cho, and Kwon 2008). Moreover, these might affect further on to the perception of the brand as emotions play an essential role in memory processes and help people; therefore, customers, to remember and learn cognitive processes. (Plassmann et al., 2007)
BRAND BENEFITS Brand benefits are the meanings customers associate to brand product attributes. There are three different categories for brand benefits: (Orth and De Marchi 2007) 1. Functional: intrinsic advantages of the product. 2. Experiential: what it feels to use the product and satisfy sensorial pleasure. 3. Symbolic: extrinsic advantages that are not related to the product but social and personal expression and approval.
So, by identifying the meaning of these different concepts, the author states as a conclusion that branding is conceived as a total and summary of those mentioned above. Thus, successful brands are those who manage to build a robust branding conception that involves consumers as social and emotional individuals that profoundly interfere on how a brand is perceived; whether they are evaluated as single individuals or a group of individuals. Therefore, the author will be studying how consumers react when they are conceived as individuals and hence their self-concept is enhanced.
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After examining the most important authors regarding
2. The self-identity concept: Consumers are perceived as individuals rather than consumers.
the self-identity theories, the researcher has observed that some relevant concepts concerning the issue must be taken into consideration to understand the notion.
The self-concept is one of the variables that affect entirely consumer behaviour and feelings since relevant expert studies assert. Sirgy (1982) declares that the concept can be described as the totality of the thoughts and feelings of individuals having reference to itself as an object. Which Ricchins (1994) further complements by stating that it is how an individual perceives itself. Therefore, individ-
SYMBOLIC PURCHASING BEHAVIOR
Many theories agree that products have personalities and consumers choose them if those have similar images to their own (Greff, 1996; Sirgy, 1982; Dolich, 1984). Therefore, the writer concludes that consumers feel motivated to purchase when products are positively valued, which maintains a positive view of self-image.
Products are used not only as a functional utility but also as a social stimulus for their social meaning (Solomon, 1983). Exhaustive investigations showcase products have attached meanings that can convey information about individuals. People purchase and use products to maintain specific social performance and behaviour. Therefore, used to define and shape the self-image as Solomon (1983). Belk (1988) also stated that we learn, define and remind ourselves of who we are by our possessions.
Nevertheless, on the other hand, some studies reference consumers to also look for products that are similar to their own, whether the reaction of others is positive or negative, to maintain consistency with themselves.
ual behaviour influences are based on other’s perceptions, responses and interactions with other people.
After analysing various studies, the author has seen that there are four different dimensions of self-concept that are stated to be the most important:
SELF-IMAGE CONGRUENCE
ACTUAL SELF. How an individual sees himself/herself. IDEAL SELF. How an individual would like to see him/herself.
SELF-CONCEPT IN CONSUMER BEHAVIOR
THE EXTENDED SELF
Products help define the identity of the consumer (Richins, 1994). Thus, from Belk’s (1988) point of view in order to understand consumer behavior to its fully, the relationship between products and the possessor must be examined, too.
The extended self suggests that we transcend our bodies by incorporating objects from our physical environment into our identities. Therefore, our possessions make us bigger. (Belk, 1988) Moreover, time also shapes us. Nevertheless, even though we are affected both by our past and our upcoming future, our past experiences can clearly define the identity of an individual. Family, work and demographics, therefore, comprise the self. (Belk, 1988)
SOCIAL SELF. How an individual feels other people see him/herself. IDEAL SOCIAL SELF. How an individual would like others to see him/herself. 16
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3. E-tribalized marketing and new virtual communities of consumption.
Social interactions not only affects their social behaviour as consumers but also as citizens and community members. This leads
Marketing, however, is experiencing a mu-
The more time a consumer spends online,
to the evaluation that these groups generate new meanings and
tation to a new generation that is fully sub-
the more likely it will be to become a member
identities (Clerc, 1996), which are organised through interactions
merged into the new era of the Internet,
of a new gathering, also known as virtual or
and shared desires and interests (Kozinets, 1997).
which drives the researcher to wonder how
online communities. The definition of these
these individuals act as consumers as they communities has opened a particular de-
Professionals postulate that the more important the psychological
have become the key focus for marketers bate regarding their appropriateness. How-
symbols of communities are and the intensification of the relation-
and have revolutionised and transformed
ard Rheingold (1993) outlined them as social
ships within it is the key to a long-lasting identification as a mem-
the consumer behaviour.
aggregations that emerge from the net when
ber of a community.
enough people carry on public discussions A new wide range of electronic communities
long enough with human feelings to form vir-
has emerged from the Internet that implies tual and personal relationships. Other relevirtual community and community participa-
vant consultants have defined these gather-
tion. Detailed research declares that these
ings as communities of interest. (Armstrong
consumers settle as less approachable, and Hagel, 1996) Clerc (1996) and Turkle highly educated/cult and active communi-
(1995), for instance, mention that these on-
There are four different interaction modes that motivate consumers to interact with the community: RECREATIONAL.
TRANSFORMATIONAL.
Selfish and short-term gratification Relationships tend to stay in a superficial level.
Long-term social gain. Consumers are willing to attain some objective.
ty. Therefore, new ways of communication line groups are used as a method to build strategies have been created in order to be meaningful social exchange. However, on able to target this new consumer.
hance moral standards, build a community
es that have broken with all types of barriers. or coexist closely to one another. (Komito, Neither time nor geography is a limitation
1998) Hence, virtual communities might be
anymore for consumers and has enabled
defined as a way of social interaction within
social affiliations that base upon consumer
cyberspace.
consumption, including e-commerce. Thus, those marketers who can understand these new behaviours and adapt them to their communication strategies will enormously benefit.
RATIONAL.
the other hand, it is also argued that virtual communities are used as a method to en-
The Internet has driven many social chang-
INFORMATIONAL.
Communities have been present throughout history. However, traditionally, communities were built through geographic treats or organisational belongings such as schools, hobbies or sports. Nevertheless, cyberspace has been proliferating lately, and therefore the future society implies several behavioural changes that indirectly suggests the emerging of new virtual communities, which the researcher will be studying in order to acknowledge how the consumer is reacting to these new changes.
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4. VCM (Virtual Communal Marketing):
The new emerging individualism: hyper-in-
Cyberspace’s new ways of communication.
dividualism and personalization.
VCM is also known as the revised frame-
cial life forms and entities. This new virtual
Hyper-individualism is fierce of personalisation.
work of relationship marketing in environs of
world implies that the property is no longer
It is the curiosity of all of us being strangers and
retribalised cyberspace virtual communities
real but looks, sounds and feels as if it was.
eccentric the ones towards others. Obsession and
of consumption. The author has introduced
narcissism practices have increased lately, and
this topic as virtual consumer interaction is
The researcher, therefore, concludes that
the actual consumer society has favoured indi-
the key focus that is going to drive market-
these communities are building their tastes
vidualised behaviours. (Karin M. Ekström and Kay
ing in order to achieve an effective future
together as if they were one, which is un-
Glans, 2011)
communication plan.
doubtedly a radical change in the communication industry in which companies must
Since several hypotheses regarding personalisa-
A recent study investigating the topic has
adapt or will practically lose their efficien-
tion have been analysed, the author has seen a
declared three different assumptions that
cy. Howard Rheingold once advised on this
clear relation between the concept and hyperindi-
underlie the principles of relationship mar-
situation and said: “Pay attention to where
vidualism.
keting. First, it says that consumers are no
people are paying attention.” However, the
longer passive, but on the contrary, active
researcher has seen a clear gap within the
Many experts describe personalisation as the new
creators. Second, relationships between
individualism trend since consumers, as
culture of personal fulfilment, spontaneity and
companies and consumers have become
aforementioned, now react as communi-
pleasure. This society seeks equality within indi-
multinodal. Last, it says that the value of
ties. Thus, consumers must also be treated
viduality through a continuous circulation of cul-
these relationships lies in multidimensional
in a marketing scope as a community rather
ture, new meanings and combinations.
potentialities. (Kozinets et al.)
than an individual. Moreover, they will have
Virtual communities raise through the shar-
to be envisioned as an individual within a
The purpose of postmodernity, therefore, is to be
community or a group of individuals.
individual and different. However, being equal to
ing of certain media forms, communication
others by being individual and unique should co-
modes and consumer tastes. Thus, these
Nevertheless, the term individualism with-
exist, which, to the author, generates a sense of
interactions made within these groups are
in this new generation of consumers has
controversy. Nevertheless, as the current era is
influential and a cultural source for individu-
evolved considerably and has led to a hy-
covered by unity, fidelity and freedom both per-
als who are part of that community that uses
per-individualistic society.
sonally and plurally; contrasts, divergences and
new information technology as a mean. The
antonyms are the components of this society who
cyberspace has originated new ways to
are willing to abolish stereotypes; and their main
communicate and interact, which is where
aim to be real and objective. Thus, a society that
virtual communities are born as new so-
radically wants to personalise the individual.
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5. The needs of a hyper-consumerist society. In order to better understand this society, that the expanding rate of consumption the author will research how this consumer has increased hyperbolically. According to has also adapted to this new virtual scene his assay “The era of emptiness” society when consuming through analysing some of consumes no matter where or when; therethe most influential studies.
fore, consumerism is active at all times and everywhere. The majority of our expenses
We live in a mass-consumption era where and exchanges are no longer related to mer-
use goods in order to create social bonds or distinctions. Moreover, consumption does generate physical reactions such as excitement and aesthetical pleasure. However, the researcher has observed some theories, that frame consumerism as a synonym to destruction, exploitation of psychic and collective individuation.
the consumer from the 50s does no longer chandising goods but to experiences related exist. This new consumer has emerged from to culture, art, time, communication and life. capitalism, the hyper-consumption society. The hyper-consumer is renowned for its infil(Gilles Lipovetsky, 2011)
tration into almost the majority of their life’s
THE CONSUMER SOCIETY (Jean Baudrillard, 1970)
space-time. Msafiri (2008) reasserts those
1. They build an identity from possessions.
Consumption means satisfying needs and
above by stating that buying is a synonym
2. Desires cannot postpone, therefore, purchasing must be immediate.
needs, when fulfilled, are satisfying.
for the fulfilment, society works in a way in
3. Joy, happiness, status and success comes from consumption.
The author will analyse the current era where which when they consume, they feel they
4. Consumers build consumers their ego, identity and self-image. Therefore, consumer choic-
consumerism means providing with pleasure
are. Markets play a vital role in our daily life
es indicate who they are regarding prestige, social-class and status.
or attracting the desires of consumers. Dolu
and attain supremacy amongst ideologies.
5. Everyone has become an advertisement.
(1993) affirms that when these needs are not
The present is that society is a generation of
6. Objects possess symbolic meanings.
satisfied, a sense of pain can be felt, too. shopaholics.
7. There has been a loss of cultural diversity as it has homogenized.
Nevertheless, as consumerism ultimately
8. Problems have materialized solutions.
connects to psychological, social and cul-
Consumerism has entered in a time of de-
tural needs; some studies, for instance, Tor-
regulation, disorganisation and hyper-indi-
lak’s (2000), reveal that needs might not vidualism. Consumers have been liberated even be real, which means that those might
from conventions, ethics and traditions and
be created by brands willing to connect with
have become completely unpredictable, vol-
their customer in order to generate that new
atile and erratic. Featherstone (1991), for in-
need, whether it is tangible or intangible.
stance, claims that consumption functions
The philosopher Gilles Lipovetsky explains
as a differentiator for status as individuals
Styles of consumption Published studies have developed thorough conjectures on styles of consumption that vary depending on the consumer and the product/service that person is purchasing. Some, however, are undoubtedly more related to the sneaker industry and will help us understand more profoundly the consumer afterwards.
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6. Cult of brands: Consumers are no longer looking for products but for experiences. The researcher has observed that culture same society. Additionally, Kluckhohn (1951), CONSPICUOUS CONSUMPTION
SYMBOLIC CONSUMPTION
specialists, for instance, Williams (1958), uttered that “Culture consists of patterned
Conspicuous consumption investigators have given several opinions. However, most of them have similar associations. It has been considered as the act of purchasing products in order to reflect social status, wealth and display income in order to boost, promote and display self-esteem. (Veblen, 1899) It is also used as a way to inform other people about one’s self-image. (O’Shaughnessy, 2002)
Symbolic consumption has been analyzed thoroughly during the years, but most of the researchers agree that it refers to the meanings conveyed from products or services. Thus, it is the social meanings and attributes assigned to a good in a specific context. (Krogman, 2018) It is the focus and memorable experience that a consumer gives to a good, whether it is tangible or not. (Addis and Holbrook, 2001, Pine and Gilmore, 1998, Pine and Gilmore, 1999)
admit it is one of the two or three most com-
ways of thinking, feeling and reacting, ac-
plicated words in the English language. The
quired and transmitted mainly by symbols,
Hence, social influences partly determine a consumer’s conspicuous consumption. Solomon (1983) said that people base their purchasing behaviour on the appraisals of others, whether they are real or not, which links to Escalas and Bettman (2005) hypothesis that mention that group influences do also shape the final decision of purchasing a product. Thus, individuals choose products that are congruent with their group or the one they would like to be in to appear as more creative and exciting to others whether that product is their favourite or not. R. Sennert concurred to those as mentioned earlier by stating that the post-modern society has the constant need for approval from others, their behaviour orients by others and therefore leads the person to become dependent on others. These suppositions made the author conclude that consumers might require searching for envy rather than respect. They look for recognition, to stand out and to be accepted and loved by others where the exit must be visible. Conspicuous consumption anyhow is based on luxury goods, which are products which aim is to display wealth, social status and enhance the self-concept; where its degree of exclusivity is very high. (Souiden, S’aad and Pons, 2011)
So, symbolic consumption ultimately connects with the consumption of experiences for consumers to reinforce their identities by the owning of products or services.
word comes from the Latin word colere, that constituting the distinctive achievements of means worship, protect or cultivate. This human groups, including their embodiments concept began to mutate during the 19th in artefacts; the essential core of culture century and began to acquihire an abstract
consists of traditional ideas and especially
meaning. (Harvey and Stensaker, 2008)
their attached values”.
The word has evolved and has become a
Many researchers on the field have defined
complex and abstract concept ever since. the concept culture in many different ways Studies say it consists of various implicit
ADDICTIVE AND COMPULSIVE CONSUMPTION Addictive consumption researchers mention that it is a psychological or physiological dependence over certain goods, whether these are products or services. Addictions are, therefore, compulsive, which refers that consumers are not always aware of these addictive properties. (Bose, 2010)
even though it is a complex concept. Some
and explicit elements that make it even more have said that culture is the way how peodifficult for academic disciplines to agree on
ple live (Romani, 2004), the way individuals
a unique definition. (Groeschl and Doherty, make decisions (Leo, Bennett, and Härtel 2000) Nevertheless, the most commonly
2005) and as a combination of independent
used meaning for the word culture within a elements such as beliefs, assumptions pracmarketing scope is: “a complex whole which tices, institutions and values that are disincludes knowledge, beliefs, arts, morals tinctive within a certain social group (Bran-
SACRED CONSUMPTION Studies say that this style of consumption is related to non-ordinary events, such as holidays, religious events, rituals and more. Nevertheless, like those above, sacred consumption is also connected to the transcendence of emotions and experiences. (Emmanuel Probst, 2017)
and law, customs and any other capabilities nen et al. 2004). and habits acquired by man as a member of society” (Lindridge and Dibb, 2003)
Regardless of the concept and meaning, these have given to the word; the author
Hofstede (1991) cleverly stated that “cul-
has seen that the majority commonly agree.
tures are to society what personality is to
Some say for instance that culture is learnt
individuals.” Moreover, it is not genetic but rather than innate and takes its first experitherefore built from social interactions that ences through family (as it is usually the first are shared and transmitted from generation institution in which an individual experiencto generation within specific members of the
24
es). Moreover, culture is shared by a specif25
ic group of a particular society. (Frith and experiencing. Nevertheless, at the same
group are noted to be more racially diverse
Mueller 2007)
time, individually, consumers are becoming
and optimistic than other generations; and
more heterogeneous and fragmented. Thus,
therefore, have a positive view on their fu-
Romani (2004) said that culture could be a paradigm has emerged for international
ture. They are more liberal and willing for
visualized as an iceberg. Only the 10% of marketing strategies.
change. (Bensley & Whitney, 2004)
culture is easy to notice, but, the 90% remaining is the most challenging part of un-
Even though this paradigm exists, studies
Many of the studies highlight different as-
derstanding and thus, the one that causes affirm that nationality remains the surest
pects. However, the most relevant for the
difficulties and misunderstandings when ap-
way to apply culture for marketers as the
study are: their knowledge and use of elec-
plying to marketing strategies or communi-
members of the same nation share the same
tronic devices can be overseen in a daily ba-
cation.
understanding
systems.
sis and that this younger generation is willing
(Hofstede, 2001) These value systems are
to pay attention to foreign-owned and global
Consumers no longer look for products or shared and influenced by physical and social
brands. Therefore, younger generations are
new styles but brands with imagery, identi-
more open to globalisation and other coun-
of
institutional
factors such as climate and geography.
ty and prestige. Being more than a label or a product is what makes a brand recognis-
try lifestyles, trends and cultures. (CleveThe generational cohort theory
able; which made brands to start implement-
land and Laroche, 2007)
7. The interpretation of culture in Brand Communication
ing and inventing cultures as part of them.
It suggests that citizens born during the
(Thompson, 1979)
same period are more likely to exhibit similar
Brand communication is the basis of the
It is said that consumers are participants
values, behaviours and beliefs. This might
study. Thus, the interpretation of culture
when constructing brand meanings (Cova
be due to the experiences and historical life
within this sector will be analysed to have and Pace 2006) and transfer their person-
For that reason, the author concludes that
consumerism has increased dependency events they have lived, such as economic
a deeper understanding of how it is imple-
alities to brands, too. During the consump-
on others, limited freedom and changed the
recessions or depressions, wars and tech-
mented. It has previously been stated that
tion process, consumers view the brand as
meaning of happiness, which has currently nological developments. (Strauss & Houe,
these new consumers are willing to pur-
idyllic as they would like it to be, and there-
become prosperity.
1991) Shuman and Scott (1989) support this
chase from brands that rather than selling
fore, they see their preferred traits within the
theory and state that these memories are
products, embrace a culture and lifestyle in brand. (Phau and Lau 2000)
The acculturation of the global consumer more likely to impact when individuals reach
its complete sense throughout the complete
culture
look and feel of the brand. Hence, the author Moreover, exhaustive research calls the at-
adulthood.
will interpret various theories on the topic
tention that this process does not only take part during the purchasing process but after-
As aforementioned, consumers are homo-
Generation Y’s cohort has become an im-
to further understand where does the pos-
genising culture as a result of the global-
portant target to focus on from marketing
session of a culture begin from a consumer wards, during the word-of-mouth process.
isation, the international marketplace is perspectives as the characteristics for this 26
point of view.
Consumers speak about the brand to oth27
ers, and thus, the perception of the brand’s
an empirical test provide clear evidence that
personality is influenced and affected by the
brands are perceived differently in different
preferences of its customers. (De Matos and
territories and countries even though the
Rossi 2008)
positioning is the same. (Foscht et al. 2008) Collective cultures, for instance, give more
Dilts and DeLozier (2000) for instance state
importance to brands that are socially-ori-
that consumers feel the most attached to
ented, whether more individualistic cultures
messages, events and experiences that per-
do not. (Hooley, 2007)
sonally evoke the most prominent meaning, hence, mostly connected to their core val-
Watson et al. (2002) studied the reason why
ues (which usually vary depending on the people possess things. However, this study culture the consumer is living in due to the applies to brands, too. Private meanings are cultural differences related to religion, histo-
the main reasons why those things are pos-
ries and traditions as Aaker’s (2000) theory
sessed. Thus, the importance of a product or
explains).
object entirely relies on the meaning it represents for the owner that conforms its feel-
Thus, the same experience might affect and
ings and thoughts. Therefore, the character-
be understood differently depending on their istics of the individual. internal mind maps and knowledge. (Berthon, Pitt, and Campbell 2008) Henderson Hence, the researcher has observed that (2003) further explained it by saying that
the same object will have various meanings
brand culture will only be shared if the au-
depending on the individual values of who is
dience has a joint knowledge base. (Nisbett
owning it. People extract the most valuable
et al. 2001) agreed on the statement that
aspects of a brand and then generate their
states that people from separate cultures
brand meaning.
process information differently. Results of
8. A consumer behavior driven by emotional level communications. Through the research, the author has eval-
dividuals noticeable and to stand out from
uated different concepts that have led to a others. consumer’s behaviour driven by emotions. Thus, the author has decomposed various
Emotional consumerism is related to hy-
studies to understand which emotions asso-
per-individualism, too, regarding the previ-
ciate to the final purchasing moment.
ous author’s research. Consumption has to do with the pursuit of sensory, recreational
Regarding various experts, such as Jun, and experimental experiences. It is a journey Cho, and Kwon (2008) moods, feelings and that has to stimulate the consumer’s imagiemotions are standard forms that signify nation that has to be seen as a self-animatappraisal to an object, person or event that
ing force that feels like an adventure. (Gilles
might be favourable or unfavourable.
Lipovetsky)
Furthermore, research ensures that emo-
Lipovetsky’s mention that consumers want
tions have a clear connection with the memo-
to experience new emotions through new
ry process and that brands nowadays invoke
goods relates to Cleveland and Laroche’s
reactions as they have managed to commu-
(2007) hypothesis that supposes that the
nicate with consumers in an emotional lev-
consumer does not longer purchase for just
el, which influences the final purchasing de-
a good or service, but a desire laying within
cision of the customer together with brand his purchasing decision, influenced by culcredibility and conviction. (Heath, Brandt,
ture and personality. Therefore, these needs
and Nairn 2006) Emotions consequently transform into wants that when fulfilled, strengthen the brand representation in con-
were embedded in social and cultural sym-
sumer’s minds.
bols.
Hence, experts as Bourdieu (1979) and Li-
Solomon (1996) further inquires the theo-
povetsky agree that consumers do no lon-
ry and mentions that these needs might be
ger purchase goods for their usage, but to utilitarian, when the product implies utility, gain social esteem and be admired and rec-
or hedonistic, when subjective and experi-
ognised as belonging to a group or being ential. Those which are utilitarian are made distinguishable. Products have to make in28
in order to satisfy excitement and aestheti29
cal or symbolic associations. Thus, We pur-
ognises renown different brand names such
chase the meanings of values rather than
as Nike, McDonald’s, Prada, etc. However,
the object itself.
these people react differently from each other due to the subculture they belong to. For
Since Marx (2004) stated that aesthetici-
instance, worldwide individuals can listen to
sation is the new way of distinction and a
the same music, eat the same food, buy the
self-cultivation, we could say that privileged same garments, watch the same tv films or groups find differentiation in this scene, so, series and more. the conclusion is that consumerism does not bring equality either. Concurrence such
Nevertheless, this does not mean all citizens
as Veblen’s (1994) has been identified as
share the same tastes, on the contrary, so-
the statement says that these upper social
cial conversations and symbols within differ-
groups have managed to constitute an iden-
ent subcultures transform their needs and
tity that differentiates from others, mostly desires; therefore, their final purchasing devia conspicuous consumption and conspicuous leisure. Those standards the upper-class settled, others aspired.
Nevertheless, on the contrary, boundaries and barriers are starting to blur, and people are starting to expose to a greater variety of elements through mass media. Thus, these cultures are experiencing integrations of different elements from different origins. Cultural patterns and behaviours are no longer bound to specific generations. (Craig and Douglas, 2005)
Globalisation is creating a global culture that consists of many subcultures. Ger and Belk (1996) provided with an excellent example that stated that mostly everyone rec30
cision. (Holt, Quelch and Taylor, 2004)
9. The Fatigue Society The author has concerned about the societal changes that are possibly going to, close on time, start to emerge and alter the society’s minds and therefore, consumer behaviour. The Korean philosopher, Byung-Chul Han, has interpreted this proper change and settled a hypothesis regarding the capitalist society, to which he mentions as the fatigue society.
The philosopher refers to a homogenized overabundance of the identic or excess of positivity. However, he states that the previous society which was established on the topology of prison, church and asylum, is now emerging into a society that goes to the gym, office and commerces and therefore is becoming productive with no limits.
This new society bases on plurality and, as mentioned before, positivity. Motivations, new projects and initiatives are now the starting point, and thus, the individual has become free. Nevertheless, coercion has not disappeared, and therefore the individual is now subject of the free liability. This paradox is supported by the fact that if a person has more freedom while he is more active or productive, this person will be likely to be more tired as the success lies in one’s self. Byung-Chul mentions exploitation and says that in this society failure has no place to be. Satisfaction is adopted when distinction and pride are reached after the accumulation of work and achievements.
These statements have made the researcher assume that consumers behaviour is going to proceed to a short on time radical change.
31
DATA RESULTS ANALYSIS
The study showcases that youngsters are more capable of purchasing sneakers as they are willing to adopt a healthier lifestyle
Since the aim of this dissertation is to provide the reader with
as they are more aware of its positive consequences. Further-
a pattern to what should a new sneaker brand entering the
more, people are starting to realise how important it is to wear
market take into consideration in order to be successful, the
proper shoes in order to prevent injuries.
researcher will be analysing what the exact performance and factor within its communication that made them become the
Men, however, are still commanding over half of the market reve-
most prosperous contemporary brands was.
nue even though the scenario is starting to experience changes as awareness between women in developed countries regarding
Nevertheless, to begin with, the author will be taking a look at
fitness is overgrowing, which make professionals expect a boost
the sneaker market growth expectations in order to know the
in women’s market sales. (Grand View Research, 2018)
future possibilities for a sneaker brand to launch.
Global athletic footwear market share, by gender, 2017 (%)
The sneakers market growth and future expectations Men
In 2017 the athletic footwear market size was valued at 64.30
Women
billion USD. Studies such as Grand View Research, Statista
Kids
and Forbes reports state that the expectations for the market are to grow slightly over than 5% from 2018 to 2025. Hence, new opportunities for upcoming brands are probable.
Global athletic footwear market share, by gender, 2017 (Grand View Research, 2018)
Regarding Statista’s (2019) reports of the sneaker market, Nike is the leader of the market, followed by Adidas, which segment is steadily growing, and Puma.
Value of the sneakers market worldwide from 2017 to 2024 (Statista, 2019) 32
Revenue from footwear segment of Nike, Adidas and Puma from 2010 to 2018 (Statista, 2019) 33
Nevertheless, the sneaker market has undergone several drastic changes throughout the recent years with the arrival of new
To continue, the researcher will be looking at three different
brands such as Off-White, Supreme and Yeezy that have led
brand cases that considered to be on top of mind from a con-
to specific trends regarding the sneakerhead market such as
sumer’s perspective. This process will be undergone to be able
hype, limitation and exclusivity due to their creative applica-
to provide with a coherent and complete understanding of the
tion to their distribution systems and marketing.
critical factors of Apple, Supreme and Nike’s communication strategies made them successful.
This research will be undergone in order to finally conclude with a business communication model through the synergy of these three factors.
Apple’s storytelling as an example of the importance of building strong and coherent brand image and values that are embodied within each step. Apple is a designer, producer and seller of luxury electronic products, software programs and online services (Apple Reports, 2005). The high-tech brand has attempted to penetrate deeply in its industry through the enhancing of innovation in their marketing strategies. It is a brand that has managed to create a hugely successful market position. (Goodson, 2011)
A look into second market sneaker statistics (Sneakers Mag, 2018) 34
35
The brand is not only an organisation but a person and story that purely focuses on its consumers’ self-image that transcends the product features. Its communication storytelling bases on metaphors that build the brand image in its consumer minds. The lack of focus on the product attributes has made the brand successful as the consumer experiences memorable emotions that reinforces the consumer centricity and originality. (Sujan & Bettman, 1989).
It is said that Apple’s success comes from a simplicity obsession. They put the customer in the heart of every action the brand takes. Empathy focused marketing strategy to create emotions, which has cultivated a high customer
Apple has managed to communicate their brand image through multiple elements and symbols that have shaped their consumer identity, and thanks to this have managed to become one of the most successful brands worldwide with total revenue of 260.2 billion USD.
brand loyalty. Apple has prioritized building a community of fans. The brand has positioned itself as different: Think Different. The brand offers its users to become part of their campaigns, such as the Shot on Iphone that successfully coupled human emotions with 6.5 billion views. The brand speaks the same language as their consumers and leaves technical information aside when sending messages to them. They have designed an unboxing that makes customers feel excited. The brand caters every elite customer and the prices stick to it. Brand personality: Power to the people, hopes, dreams, passions, aspirations, innovation, luxury and liberty. (Schneiders, 2011)
Apple Revenue from 2006 to 2018 (Macrotrends, 2019)
36
“If you provide your customers exactly with what they want and educate them on why they need that certain product, customers will buy it. – Steve Jobs “
37
Supreme as an example on building a cult-brand based on a unique distribution system focused on limitation, exclusivity and iconography. Supreme is a skateboarding and hip-hop brand selling clothing and accessories that started as a retail shop and has ended up being a worldwide renown brand that has more followers than some religions. However, the key factor about the brand is their distribution system and its pricing in the secondary market.
It has become one of the most relevant cult brands nowadays. Nevertheless, their main traffic driver comes from direct and search traffic as their main objective is to become an exclusive brand.
Traffic sources supreme used to build its cult brand (Sumo, 2019)
The brand has been able to design creative viral content thanks to its limited supply method driven by drops of products that indirectly created user-generated content, which is one of their most crucial current marketing strategies. Hence, the brand has little investment in marketing due to its distribution design.
Moreover, the brand has managed to create one of the biggest but still limited communities in Facebook, Supreme Talk, a closed group for their members where to find information about their drops and the brand and sell products within the community that share the same interests. 38
Limited supply method of Supreme (Sumo, 2019) 39
Supreme demand thus, is higher than its supply which makes the brand more desirable and boosts its hype. Their articles are sold within seconds and make its second market sales and price increase up to 1200% or more.
This comes from the discipline of the brand that sticks to a different selling method: when a product works and sells well, it will never release again, and hence, its price will rapidly increase when being resold.
Supreme’s reselling prices (Sumo, 2019)
Supreme’s selling time (Sumo, 2019)
40
41
Nike, an example to building a community of users to accentuate consumer engagement. After the researcher has analysed plenty of studies about Nike’s strategy the author concluded that Nike’s focus is on the LIMITATION OF QUANTITY
STRONG BRAND IMAGE
EMAIL MARKETING STRATEGY
CUSTOMER ENGAGEMENT
Higher interest on the products and user content is generated automatically. (Sumo, 2019) Exclusive and iconic, it is straightforward but at the same time provides with a message that feels like only cool people can wear Supreme. Rather than design, the logo is what is most important. (Medium, 2019) Provide with excitement to those waiting for the product to launch. Supreme customers feel impatient to receive their next email, and it is only used to update of new drops and to send exclusive insider emails. (Sumo, 2019) Conversations with customers through private and exclusive groups.
CELEBRITY ENDORSEMENT
Supreme carefully selects their endorsements with people that embrace the brand values, morals and culture. The brand also collaborates with renown brands in the market, such as Louis Vuitton and Nike. (Medium, 2019)
SOCIAL MEDIA
Their social media has multiplied throughout the past years by collaborating and sharing content that is coherent with their brand culture. (CNBC, 2018)
ADVERTISING CAMPAIGNS
people rather than the product itself and therefore has focused their communication strategy on building a community of users.
Nike has a platform from which to engage and motivate their community and strengthen their relationship whether it is from customer to the brand or from customer to customer, Nike+.
CONSCIOUSNESS
Nike makes every single individual feel part and belong to the community.
SHARING
Within Nike’s community, people are interconnected and share their experiences between them. Members are passioned about the brand and share entertainment.
RESPONSIBILITY
All members are morally committed to the brand and each of the community individuals.
SOCIAL IDENTITY
Members of the community have knowledge about the brand and its values. Social relationships are built.
The brand uses periodic celebrity poster campaigns which can relate to their brand exclusivity.
SCARCITY AND CONSISTENCY
Products are sold in very limited quantities and are dropped each Thursday at 11am.
TARGET
A carefully selected group of customers. Furthermore, their target can also become rich by purchasing their brand and therefore makes them want to purchase and become part of it even more. (Sumo, 2019)
(Lashinski, 2012)
Rather than being a sport’s brand, Nike is a community that is passioned about sport. (Singh and Sonneburg, 2012) Its strong relationship with the customer is demonstrated through their active social media customer engagement by motivating their followers to share their sport’s content under their hashtags #nikerunning or #nikeplus. 42
43
Nike has become an expert on providing their customers with strong storytelling that is full of value, such as achieving a goal or empowering others and has provided their customers with a sense of belongingness, which enables socialisation in a personalised scope.
Real-time hashtag tracking: 26/11 1pm – 27/11 3pm #nikerunning, (Keyhole.co, 2011)
Nike is an expert on generating content that stimulates their customers to share. Moreover, their brand image stands for encouragement. Hence, the researcher has seen that the brand has become trustworthy as their community has been wholly active and linked to their social media, which have created long-lasting relationships. Nike’s customers are likely to par-
Total people that followed Nike on Instagram (Trackalytics, 2019)
ticipate in the diffusion of the brand message and encourage others to participate. Thus, the content designed by the brand has extended considerably and been shared by their consumers to build a community.
44
45
Even though these three brands in order to communicate use different social media and advertising, the researcher is going Monthly users on Nike (SEMRush, 2019)
to focus on Instagram, a necessity for brands as a marketing tool since it is the most used network by users. (Forbes, 2015)
Thus, the researcher will analyse Nike’s, Supreme and Apple’s Instagram profiles in order to understand the behaviour of their customers and the different approaches the brands use since these should be coherent with the previous research of the brand’s key success factors.
Nike’s annual revenue growth (YCharts, 2019)
46
47
NIKE INSTAGRAM - 110M FOLLOWERS “IF YOU HAVE A BODY, YOU ARE AN ATHLETE” Used as a method to make anyone who follows the brand feel like an athlete and therefore part of the community of Nike’s athletes. The brand aims to connect with anyone willing to become an athlete. - Average likes: 1 million. - Average comments: 1000. - Type of comments: mostly positive. - Type of posts: Nike usually posts real stories of successful sportspeople that are moving and motivating for others as the aim is to connect with their followers in an emotional way emotionally. Aspirational stories that are engaging, however, close enough to what anyone can feel, therefore, at the same time, their customers can feel represented. Inspiring. #JustDoIt - Posts: 18,690,359 - Type of posts: Nike users usually share their training photos as a method to share their results and how proud they are of them. People in these images demonstrate to be confident with themselves and to be happy about what they have achieved. A community united through sport.
48
49
APPLE INSTAGRAM - 23.5M FOLLOWERS “EVERYONE HAS A STORY TO TELL” A brand focused on stories and emotions. Thus, a brand that engages its consumers to tell their own stories and give voice to them through sharing them with the name of Apple. - Average likes: 300k. - Average comments: 1000. - Type of comments: positive. - Type of posts: Apple’s Instagram is a selection of customer posts that are shared through the hashtag #ShotOnIphone. This way the brand sticks to represent stories that at the same time builds theirs, to connect with customers in an emotional, and personal way. Images are therefore trustworthy and engaging for their customers to become part of a community. #ShotOnIphone - Posts: 13,345,617 - Type of posts: Infinite possibilities as customers keep being creative. This hashtag aims to be a space where people can share their work, as a hobby or not, created by Apple’s star product, an iPhone. Hence, the content shared in this hashtag is literally what the hashtag says: photography shot on iPhone.
50
51
SUPREME INSTAGRAM - 13.9M FOLLOWERS A brand that incorporates limitation throughout its complete process, and consequently on its Instagram. Supreme’s Instagram is used to both inform about product launch dates and as a way to express as if the brand were a person. It is entirely aspirational and a non-Supreme fan could feel they do not understand what the feed is about. - Average likes: 150k. - Average comments: 550. - Type of comments: People admiring the pieces. - Type of posts: Supreme posts are of people who embrace the brand values of limitation and skateboarding. Lookbook and product images are also posted as a way to make their followers know when the release of the product will be. The look and feel of the brand is exclusive, cool and it can be fully understood that the brand is not for everyone. The brand makes use of the Instagram as a way to represent what Supreme people look like and how they act.
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53
DISCUSSION This dissertation’s principal objective is to
genise as a whole and provide the company
Last but not least, the author’s exhaustive
interpret how sneaker brands manage to
with successful results.
research on emotional branding clarifies
build brand cultures to deeply connect in
that emotions have clear connections with
an emotional way to generate customer en-
Several studies assert that consumers have
memory processes. Thus, if a brand manag-
gagement and create community belonging-
evolved into hyper-individualist individuals,
es to emotionally connect with a customer
ness. Thus, the researcher aimed to analyse thus, require searching for more person-
by offering a brand image that cultivates and
how consumer behaviour is adapted to brand alised brand experiences (Sirgy, 1982). Nev-
empowers their values, provides with status
cultures, ergo, to understand which are the
ertheless, a paradox is born by the urgent
and constitutes a strong identity, these cus-
critical success factors for a brand to sur-
social need from these consumers, who
tomers will be more likely to be willing to be-
vive and readapt to the current hyper-con-
seek for coexistence between individualism
come part of the brand, actively interact and
sumerist society that is willing to connect
and group pertinence. This paradox leads to
therefore become loyal customers.
emotionally both with the brand and the rest
the conclusion that Nike had already consid-
of consumers. However, all of this research
ered, consumers need searching to become
The following business model has been de-
aim was to finally be able to build a success-
part of a community. But, communities have
signed for sneaker brands that aim to suc-
ful business model for a new brand entering
to be adapted to a new era driven by the In-
ceed and go beyond what current renown
the sneaker market.
ternet. Hence, communities must be virtual
companies have done to date. Thus, it en-
but still trust-worthy. New generations are
compasses three different aspects that,
Thus after having analysed and studied how
increasing their activity, and consequent-
from the researcher point of view, have been
consumers positively and emotionally re-
ly, brands can take advantage of that if the
the key factors that have made brands from
spond to specific brand marketing actions brand manages to make the customer feel a
different sectors prosperous. Ergo, it is a
as well as examining the key success fac-
new business model that blends and com-
sense of belongingness.
tors from different approaches of three of
bines three different business models that
the most renown brands worldwide: Apple, Another critical observation from the re-
were previously implemented (Apple, Nike
Supreme and Nike; has led the researcher to search is that consumerism has to do with
and Supreme’s) together with what experts
suggest a marketing business model based psychological
regarding cult brands and their customer be-
upon the findings.
and
sociocultural
needs.
Therefore, needs are related to experiences,
haviour have noticed are essentials.
which more and more have to be whole and A thoughtful Literature Review has helped complete as new generations are more dethe author to detect several and crucial fea-
manding and selective.
tures that make branding and culture homo54
55
OMNICHANNEL MARKETING
ONLINE AND OFFLINE EXPERIENCES
MEANING
E-TRIBALIZED MARKETING
IMAGERY
CONVICTIVE STORYTELLING
SEMIOTICS
IDENTITY VALUES
CLEAR MESSAGE
INDIVIDUAL PERCEPTION OF CONSUMERS
COMMUNITY LANGUAGE
BECOME TRUST-WORTHY
PRESTIGE
EXPERIENTIAL BRANDING 360°
MOTIVATE
COMMUNITY BELONGINGNESS
PARTICIPATION OF COMMUNITY
EMPOWER
SPECIFIC LANGUAGE PERSONALIZATION
CONSUMER FOCUSED
HYPE
TRASCENDANCE OF PRODUCT FEATURES
GENERATIONAL COHORT THEORY / TARGET
LIFESTYLE
VALUES
GROUP
GEOGRAPHIC
DESIRABILITY INDIVIDUAL
CULTURE
LIMITATION
SOCIAL STATUS
DROPPING SYSTEM
NEW NEEDS
DISTRIBUTIONAL AND OPERATIONAL SYSTEM
INTANGIBLE PRICING STRATEGY
TANGIBLE SPONTANEITY
THE SNEAKER BUSINESS MODEL
SCARCITY
56
57
CONCLUSIONS AND EVALUATIONS This dissertation investigated how cult brands and their respective
them more likely to become more active and feel as if they entered a
consumers react in order to be able to create a communication busi-
relationship with the brand and its community.
ness model for the sneakers market. However, the author has noticed throughout the data analysis that even though this business
To conclude, the researcher states that this business model is just
model would correctly work within a sneakers brand, a variant of
a hypothetical design that should be further completed and tested.
this model could fit perfectly and enhance consumer engagement
But, since the analysis has been critically and extensively done, the
for brands of other sectors, too. Ergo, any brand offering a tangible
model would be likely to transcend what brands have already imple-
product could follow a variant, but still very similar model, for their
mented and therefore succeed.
brand communication. Customer demands are surpassing more and more each day. They After extensive research and analysis have been done, the re-
are expecting to become the focus of brands, and thus, companies
searcher has spotted that this business model has emerged from
have to consider individualising the consumer. Furthermore, cus-
the sneaker industry. Sneaker brands have started to implement
tomers hope to become active and share their values and lifestyle
a more limited offer of their products, which is followed by a price
with other brand fans. Gen Y is known for its willingness and accep-
strategy and an operational system that is creating hype and build-
tance for changes, and it is the future consumer. Brands should be
ing communities that live for what the brands offer. Supreme has
willing to offer their customers no only products but knowledge, be-
been selected as an example for its coherence throughout its im-
liefs, arts, morals and laws, ergo, a culture.
plementation process, which almost performs all of the steps from the new sneaker business model the researcher designed. However, Apple and Nike were also selected as these have become top-ofmind brands that truly embody a community and a brand message that is what is really valued by their consumers and thus creates a sense of belongingness.
Therefore, if a brand were able to successfully and thoroughly consider providing with a strong message and value to all of the business model sections and steps, it would increase enormously success from a perspective that makes the brand transcend its product features and communicate emotionally and profoundly with its customers. This would affect consumers and would, therefore, make 58
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INÉS CAMPENY DE LARA BA (HONS) FASHION MARKETING AND COMMUNICATION LEVEL 6, 2019 - 2020 6FAMK001C MAJOR PROJECT - CWK2 JOSÉ GUERRERO TERESA BUHIGAS WORD COUNT: 7230
