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Why brands want to conquer the hipsters?

One of the best manuals to find out what being a modern, the Castilian word that could apply to talk about what hipster, is no manual sociology. It is a not very long (and with a test at the end to test our level of modernity) comic, which claims to be “more useful than the Tupperware your mother,” and that explains how the protagonist ended up becoming the figure that gives title history, Modern Pueblo. Graphic design, artists and gin and tonics with cucumber slices: And so, laughing, the outlines of what they like to modern is discovered. The comic was one of the bestsellers of 2011 (and yes, perhaps gin and tonics with cucumber slices and have become mainstream), but interest has not waned modern since.

Hipsters are the new wave crest and brands want to be with them. The cities have been invaded by local small they are ‘like them’, have flourished as if it had come spring points to buy organic things or unique things (or anything that departs from usual) and up fully mainstream firms have begun to incorporate themselves what they buy modern elements. The ads are, of course, full of hipsters, because modern have become an attractive market and conquer.

Why brands want to conquer the hipstersThey are everywhere and are rondados worldwide, so that can always happen what happened columnist of The New York Times one morning, when he put the glasses prescription, she found that mutated in Hipster.”My initial shock was replaced by the harsh reality: as an urban thirty yearthere was nothing that could not dress not to make me look like a hipster”.

But who are the hipsters who are both winning? Or that, as noted columnist, they are leading the hipsterification of society. “My friends and I despise the way that the hipsters try too look cool and continually starting new careers, new interests, new musical tastes, new hairstyles and new funds to the dilettante fashion wardrobe” he adds. They have also become fashionable irony (to consumption is ironic, as evidenced by a satirical YouTube video that circulated) and made it different, unique, is curiously trend. Hipsters are behind many movements that are making the change in cities, such as gentrification (recovery of urban centers so far degraded, although for many is a moot process expelling the inhabitants of those urban centers and shoots prices) or the boom of new forms of work, such as the coworking boom.

They spend a lot

In the end, hipsters are only a part (the tip of the iceberg of their interests, probably) of Generation Y, Millennials so famous and courted. Like them, facing their careers differently (do not expect a job that will last them alifetime, as was the case with parents) and have assumed a lifestyle that generations of their parents or grandparents would consider a failure.Either because the context has forced them to do so (although, as explained a columnist for Forbes, perhaps the crisis has allowed them to be honest with themselves) or because the vital interests have really changed, young people accept the jump from job to job another, they spurn get into a mortgage and do not aspire to be done with expensive cars.

They are then the nightmare of brands? Actually, they are not. Young people are the market brands and want to conquer the winner Hipster when done with them horse. Why do brands want to modern? The answer lies in their spending patterns and their interests. Against modern past, modern present are marked by consumption. Brands like Urban Outfitters in the US, focused on that market, are making record annual figures. And we can look at the success of Kling, who just turned 10 years and has made the jump Fuencarral market in Madrid opening stores throughout the geography. The Mini has returned thanks to them, vinyls have done the same and the many adventures of retro or vintage touches them due in part to them their existence.

Until Marriott hotels equipped by Ikea are nothing more than a way to haunt the market.

The search of cool

Modern youth are also willing not only to be faithful to those brands that offer them what they want but they are also willing to spend on it. Hipsters are consumers who are allowed to buy in any dark online store to be different, so cool they are looking for , so they are a niche market willing to consume and spend it. The trend is curiously overall and hipsters to those who can seduce in much like hipsters who can seduce in, say, theUnited States. Or even Singapore, where ‘Hipster Café’ are becoming fashion.

In all these places, there is a group within the Generation Y determined to find it ‘cool’. Define exactly what is cool – and is not – is especially complicated, but no more than take a look at fashion magazines to be more or less aware. It ‘s cool to be different, look for the distinction is cool clothes with history, it is also some music (it will not be fashionable among the group until the boom Hipster diluted to the next big shocker) or is internet .Network and social media are essential when reaching any young elements and are, even more, for any hipster. Where appropriate, also they will be looking for new and exotic. They, after all , were the ones who gave a vote of confidence to Path, the umpteenth attempt to dethrone Facebook, although with limited friends and a beautiful design.

Social networks are therefore a basic when doing marketing for hipsters and seduce that market. He also must take into account the design: you can use a seedy and bad design, but only if it knows how ironically. And, as recommended by some experts, do not make announcements. Actually, you should not make announcements in the traditional way, but looking for the difference, how to call attention powerfully … and get enamors.

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