The influence of social media on consumer behavior is undeniable, and it plays a significant role in shaping what is perceived as “cool.” According to recent survey results from market researcher YPulse, 69% of 13 to 39-year-olds are more likely to purchase brands that are considered cool1. This trend is particularly pronounced in the retail and apparel industry, where social media’s impact is amplified by the growing sway of celebrities and influencers.
Brands like Kim Kardashian’s SKIMs, Rihanna’s Fenty Beauty, and Nike have become highly desirable among younger consumers. Their success is closely tied to strategic social media campaigns that raise brand awareness and create a sense of coolness. These brands leverage influencer partnerships and engage with their audience through platforms like Instagram, TikTok, and Twitter.
Globalized retail is another key theme in the industry, and it aligns seamlessly with the rise of social media. As GlobalData analyst Emily Salter explains, social media allows consumers to discover and connect with retailers worldwide, transcending geographical boundaries. Whether a retailer operates locally or internationally, social media provides a platform for exposure and legitimacy. Consumers see their peers posting about products from new players, which further enhances the brand’s cool factor1.
However, sustainability considerations are also gaining traction among younger consumers. While social media coolness remains a powerful driver, shopping sustainably is not entirely overshadowed. Brands must strike a balance between being cool and demonstrating a commitment to environmental and social responsibility. Ultimately, successful partnerships with celebrities and influencers should align with the brand’s image and ethos1.
In summary, social media’s impact on coolness is undeniable, but brands must navigate this landscape while also addressing sustainability concerns to thrive in the ever-evolving retail industry.
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