Category Archives: Fashion
Learn how lingerie companies can win over college students this Valentine’s Day with fun on campus events and visual gift guides.
How Lingerie Companies Can Win Over College Students This Valentine’s Day
1. Host Sorority Lingerie Parties Leading Up to Valentine’s Day
Sorority members have huge influence on campus and can quickly launch a brand to success via word of mouth and peer-to-peer recommendations. Kim Bhasin explains in her article, Win the Sorority Girl, Win the American Wardrobe, the influential power sororities have: Once one sorority picks up on a brand, it can spread from person to person like a scandalous secret, infiltrating one house after the other until every sorority in the country knows about it.
In my last blog, Marketing Fashion to the Youth, Part 1, I discussed how ideas of fashion and exclusivity are changing due to shifting consumer values, especially among the youth. In this blog I want to discuss why fashion matters to the youth and explore youth marketing strategies brands can use to appeal to college students and teens.
Fashion is a major form of self expression for the youth. Through clothing and accessories people can express their individuality. Leandra Medine, author of the Man Repeller fashion blog, explains why you choose to don certain items: “You’re wearing it because you bought it because you loved it because in some distant Cosmo, it represented a piece of who you are. Or at the very least, who you want to be.”
Marketing fashion to the youth is a tricky proposition. Companies need to be careful of the messages they send; otherwise young consumers might take action.
The fashion scene is changing due to technology and pressures from consumers. There has always been exclusivity in the fashion industry from high prices to custom-made designs, thin supermodels to runway fashion, and clothing lines with size caps to brand’s selective hiring policies. However, trends are slowly shifting and consumers—especially Millennials—are voicing their opinions and taking control of their own look and fashion trends.
Advertising youth to college students is an effective marketing approach. Develop a college marketing strategy that embraces the notion of living in the moment and celebrates youthfulness.
Youth References in Pop Music
The youth tend to believe they are invincible; that they will stay young forever and that old age is far away. College students—though still part of the youth demographic—begin to recognize that aging is inevitable. They embrace the idea of living in the moment as a way to combat their fear of aging and to make the most out of their youthful years. Ke$ha’s song “Die Young” takes this idea of embracing life to the fullest and runs with it: