Fashion trends are changing continuously and bringing along with them loyalists or a consumer class that are aping these trends. One such being the Fashion Hipsters, the new consumers who in their self-image and purchasing habits are not driven by luxury brands but rather associate themselves with hipsterism, including irony, camp and inside humour. One can easily identify them as their attire is effortlessly assembled, which could include distressed denims from Urban Outfitters brands costing US $ 80, paired with US $ 2 T-shirt from the local store… They care two hoots what people think and are best left to decide their own style…, a challenge for retailers and brands!
A young, self-conscious, and well-informed fashion insider, though having disposable incomes to purchase any luxury brand, these hipsters still favour experimentation and keep the look simple and easy. Brands such as American Apparel, Keds, Vans, Fred Perry, Levi’s, The Mountain, Acne, Jeremy Scott, Pendleton, Oak, Urban Outfitter, Converse, H&M, Topshop, Diesel, Asos.com, Bershka, J Brand, etc. are a few retailers/brands favoured by these self-respecting hipsters for whom fashion resonates with their self-imagery. One of the most famous labels during the past Paris Fashion Week turned out to be Vetements which is easily recognized by its logo-ed raincoats and sweatshirts. In their first collection, two years back, Vetements came out with a range of product offerings, priced at US $ 1400, which could only be afforded by a few. But a year back they introduced two new items – the cut up Antwerp T-shirt and an oversized raincoat resembling the ones security personnel wear at stadiums – that sold out in a matter of weeks.
A relatively low-pricing, enabled young people to buy into Vetements collections including jackets that had characteristics required for fashion hipster appeal. Easily recognizable through their logos that possess a sense of irony and campy humour, Vetements quickly realized that consumers were favouring such items and quickly went on to release their next collection that had items with logo appropriation such as the Champion, the American Sweatshirt maker; Everlast, the maker of the boxing gear and DHL, the shipping company to name a few. “Irony is [the] draw. If you haven’t quite honed yours to Jane Austen Wattage, then how about wearing that DHL T-shirt…, and telling everyone you bought it first,” commented Lisa Armstrong, the Fashion Director, London’s Telegraph newspaper.
Similarly, Urban Outfitters that has successfully marketed itself for hipster fashion to masses, has collections consisting of rompers and fedoras, and has specifically designed collections targeting the millennials including the hipsters who like to attend music festivals like Coachella, prefers to camp and in general likes to be active both indoors and outdoors. Apart from this, the retailer has invested heavily in online and mobile platforms to engage shoppers and to turn around its sales. The brand is also trying to win its hipster consumers through a ‘without walls’ store concept that aims to engage the young adult consumers with active lifestyle products housed in compelling environment.
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But one of the most common challenges with the consumer class that always remains is how to keep them engaged, as is the case with Fashion Hipsters, who tend to move on quickly as they always like to be ahead of the masses. Though brands are coming up with interesting concepts, infusing fresh energy into fashion, but hipsters tend to quickly move over due to logo fatigue and also due to the masses following similar trends. Nonetheless, a huge number of retailers are incorporating strategies to target this rising consumer class, which is not just restricted to the US alone, but is making its presence felt across the globe.
Who is a Hipster?
A ‘hipster’ is defined by the Oxford English Dictionary as a person who follows the latest trends and fashions, especially those regarded as being outside the cultural mainstream. They portray deep anxieties about consumer society and mass culture and are a group sceptical of marketing and advertising. Therefore, they seek their own way of defining the fashions of the times, largely independent of the status quo, putting a gap between themselves and the rest of society. It is important to know that the hipsters differ from country to country and thereby it makes it extremely hard for brands to tailor their products towards them.
What’s considered cool and trendy in Berlin, for instance, does not have the same effect in London, while what’s regarded as chic and fashionable in Paris is far from the case in Stockholm. Hipsters in Berlin are fans of printed cotton bags and thick-rimmed geek chic glasses, whereas in Sydney, Ray-Bans are the glasses of choice. Hipsters in Tokyo favour footwear that is individual and one of a kind, while those in Stockholm actually prefer old-school trainers from major brands like Nike and Adidas. New York hipsters, in comparison, like to wear clothes with no great regard for aesthetic cohesion. Farmer caps, plastic glasses and bright belts are particularly popular.
What does the hipster consumer prefer?
• The hipsters prefer wide-neck T-shirt that plunges towards the naval, showcasing the hipster’s tattoos.
• Round like John Lennon ironic glasses are favoured by this consumer class
• The baggy and skinny fit denims are a favourite
• Eye-catchy prints such as the Navajo prints, the Hawaiian tropical flora are a few that gain the attention of these hipsters.
• Flannel shirts
• Bucket hats
• Beat-up converse
• Overalls
• Suspenders
• Backpacks
• Tiny denim cut-offs
• Bright beanies
• Muscle tanks with very low armholes
• Hawaiian shirts