As we have discussed “My-Style” in a previous blog, we see a development toward what we might call: the Solipsistic Customer. Having a sense that “one can only be aware of one’s own experiences and state of mind,” this customer can now do on-line and in-store self-styling like never before! So what’s happening to the changing shopping behavior? Just ask the emerging neuro-marketers and the fashion companies who see this as an opportunity to make stronger connections with their customers. Is self-styling fashion for one’s self a product of the varieties of brain enhancement that are now happening in the research labs? Can we ever know or better understand our customers?
The neuro-marketers may be creating brand strategies and neuro-experiences designed to depolarize the neural membranes in the part of the brain known for long-standing brand loyalties. This is calculated to make its cells more excitable and more responsive to “solipstylistic” branding. Some brand managers are consulting with neuroscientists to learn how to accelerate the formation of new neural pathways to brand acceptance. They believe that they need to change the need for design-help to solipstyling by one’s self.
For example, FashionizeYourself.co is a Toronto website which provides stimuli for How You Can be In Fashion. It features thinking straight from elite designers and fashion artists. It also offers answers to questions about current fashion websites and blogs.
There are now many ways for the Solipstylistic Customer to do it herself. With these developing concepts, the fashion designer-partner and the share-the-experience store may get back in the act!
This could be the ultimate in One-to-One marketing.
Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.