We spend our time, and our money much more differently.
And while that statement is grandiose – nothing compares to the scale of diverse buyer behaviours that make up today’s world. In essence, our spending habits have begun to resemble our personalities in entirely new ways.
WhatsMODE has taken notice - and has taken action.
By taking cues from China, the most internet-centric nation in the world, WhatsMODE has recognized, and taken advantage of a whole new consumer landscape by combining; newfound consumer behaviour recognition, means of production, and powerful social media expertise.
How Have We Evolved?
Our buying patterns have changed for the better, across the world. With more choice in products, more choice in points of reference, and more choice in hobbies and activities – our spending behaviours have reached never-before levels of sophistication, and particularity.
And with this change in habit, comes a new approach to our spending. What used to impress us as people, no-longer has the same effect – our unique personalities simply don’t identify with the larger-than-life celebrities on billboards, film, television, or print media.
Why is WhatsMODE Important to This?
Welcome to a new world of Pluralism – we see that the world craves more influential figures. These figures represent our uniquely brilliant personalities, hobbies, likes, tastes, and appreciations. And because today’s collection of ‘big names’ fails to satisfy the grand spectrum of interests – WhatsMODE is widening that collection, by adding Influencers to the mix.
WhatsMODE is repositioning popularity, and the commercial power with which it comes. We’re helping to pass the mantle; away from the big-screen character to the smaller, more personal, more identifiable character.
What Has Changed?
It took a leap in technology to understand the ever-advanced consumer landscape. Social media has given way to new types of celebrities. Dubbed ‘YouTube Stars’ and ‘Instagram Celebs’, many have garnered viewership rivalling television network productions.
And the reason behind this newfound popularity, for many of these stars is simple.
Spontaneous, relatable, and above-all; accessible. Online celebrities, known as ‘Influencers’ are very real points of reference for an evolving consumer base, across the world, a majority of which are viewed from the palm of our hand.
And it is the abundance of Influencers that forms a bond unlike that of celebrity endorsements. This is because any potential consumer can find their most ideal point of reference, through the abundance of the internet, and this is happening organically, with people being naturally drawn to their favourite Influencers.
Is This A New Phenomenon?
Influencer endorsements have always existed, in one way or another, since the use of John Wayne, in 1950s America, known as the prelude to the Golden Age of Advertising. Actors became figureheads for consumer products, adorning the packaging of Washing Detergents, Cereal Boxes, and even Tobacco Products.
By the 1960s; this evolved to include musicians, whose use of particular brands of instruments, accessories, but also consumer products, had made their way into the arsenal of advertising agencies aiming to personify their products.
It was then that a more ‘practical’ profession became a target for brands; sports. And with it came Bjorn Borg, and his self-titled brand of undergarments. As for most athletes; endorsements of 3rd party brands would become the norm, constituting the vast majority of today’s earnings.
By the 2000s; endorsements of FMCGs by NGOs, environmental groups, and dietary associations would become powerful seals of approval for what had, at that time, turned into a very competitive market.
Shortly after the turn of the millennium, and with increased access to the internet, consumers were empowered with their ability to post reviews of products online. The likes of TripAdvisor, Yelp, and RouteHappy, have helped weigh-on consumer opinions on the hospitality, gastronomic, and airline industries, respectively. It wasn’t long however that popular bloggers and reviewers were given concessions by target brands, ultimately creating ‘undercover brand ambassadors.
By the year 2010, however, the likes of YouTube, Instagram, and countless blog sites have spawned new celebrities, some of whom had transitioned off the Internet, and into television, whilst some have continued their foray into success, on what is now, the most popular medium of entertainment.
What Makes Our Process Special?
Influencers are unique in that they aren’t hired to endorse a third-party product. They spawn a product that represents an extension of themselves, which along with their loyal followership, creates a powerful combination unlike that of a celebrity endorsement.
By identifying a popular, and influential online personality, WhatsMODE is able to create fashion collections representing the essence of that Influencer, to be sold only by that Influencer, giving way to previously unfelt personal retail experience. And by interacting with their consumer base – their followers – they will create fashion tailored to that unique market segment.
In short, it’s a shortcut to creating the most ideal, and bespoke merchandise, created not by heavy-handed marketing strategy, but by gentle dialogue between consumer, and creator.
How Will This Succeed?
WhatsMODE uses a combination of intricate knowhow of consumer segments, an unparalleled network of fashion production houses, and an online knowledge of the dynamics of social media to recognize, and monetize individualism.
Individualism is a global phenomenon, and why it is yet to reach the West, was the lack of existing knowhow. WhatsMODE has this know how.
We have the vision, the means of production, and a growing portfolio of successes to know that we are beginning to upgrade the world of retail – forever.