Gender-based Marketing | How fashion brands leverage their gender strategy
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- Опубліковано 1 чер 2024
- We see genders differently now. Diversity is definitely the buzzword for many fashion brands. Due to the gender dynamic, brands that are only focusing on products for one gender start to develop new lines for different genders. However, it can also be risky for them as they might confuse their customers or even crowd out some of them. What should fashion brands do to avoid those risks to launch a new gender line?
#GenderfluidFashion #NewMasculinity
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00:00 Intro of the episode: Gender in marketing
00:51 Background of the rising gender issue
01:54 Considerations before launching a new line
02:24 Examples: Issey Miyake - IM Men/ Asket
04:47 Gender first or product first
05:38 Gender-based marketing
07:02 New definition of masculinity
09:45 Genderless products
10:59 Outro of the episode
Really love this topic! In my opinion, gender neutral clothing does not necessarily target all genders but targets people who like gender neutral clothing. Some people are hyper-feminine or hyper-masculine, so this kind of clothing might not speak to them.
To some people, shopping is also about the experience, which is why a woman might buy a button-down shirt from a women-focused store instead of a men-focused store even if the mens' store has the same exact shirt.
Do you think custom clothing can be considered genderless (in regards to the differing silhouettes, not the design)?
If a shirt has two versions (one for the average male's body shape and one for the average female's body shape) is it truly genderless?
On the flip side, if the shirt only has one version, would it be considered sex-less since it doesn't take into account physiological differences between males and females?
Also, do you think gender-neutral clothing, is just any clothing that isn't hyper feminine (there aren't really any clothes that are hyper-masculine)?
For example, if a brand created dresses with puffed sleeves and extravagant frills and targeted both men and women, I don't think it would considered gender-neutral, but maybe gender-inclusive?
Brands use genderless, gender-neutral, gender-fluid, and gender-inclusive interchangeably, but I believe there is a nuanced difference between these terms
Something similar I think you could explore is gender based pricing (pink tax) in the fashion and beauty industry. I've always wondered whether luxury brands participate in it, or if it's just practiced by premium and lower-priced brands
Sorry, this came out longer than I intended XD
Anyways, hope you have a great day and thanks for the informative video!
Love your comment and your way of thinking! Thanks for sharing 🙏
Yes I do think if the tailor is not limited him/herself for focused gender design, custom clothes can be regarded as genderless.
For me, genderless should be one piece one style that suits both genders. Also I think all the norms are pinpointing that gender is not the differentiator for the clothing. So it depends on how the brand as well as to an extended view the society define femininity and masculinity. It’s changing over time and maybe after a while we get used to male consumers wearing heels and thus it becomes “normal” or widely accepted.
Of course you are right! Consumers are slowly tired of wordings such as genderless or gender neutral, while the other two are still new and hence accepted by consumers.
High quality example. Concise but comprehensive. lots of love
Tks my love😘😘
Very well presented. Educative.
I don't really know how I ended up here 🙂 but I appreciated the video - thank you!
Nice! UA-cam brought you to me😊 tks for watching
Great Video! Congratulations on your channel, definitely putting in the work! Do you offer consultations? I am creating a luxury brand and would love to see you review it and give me an analysis of it.
Thanks! You can write me an email and state your needs :) we can start from there (modebrief@gmail.com)