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Insight of the Day: What does it take for a brand to go viral in 2024?

Summary:

During the 2024 fashion season, brands are increasingly relying on viral stunts to drive engagement, visibility, and buzz on social media. The success of previous spectacles, such as Coperni’s spray-paint dress and Schiaparelli’s "taxidermy" gown, set a high bar for creativity. In 2024, however, shock value alone is no longer sufficient. Brands are now embracing unexpected collaborations, unconventional runway formats, and absurd, meme-driven moments to stand out in a saturated fashion landscape.

Examples include Chopova Lowena’s partnership with Hellmann’s mayonnaise, Eckhaus Latta’s dinner-party-turned-runway, and Avavav’s Adidas collaboration, where models attempted to run 100 meters in under nine seconds. While these stunts generate significant media value and online traction, there’s growing concern over audience fatigue and the balance between spectacle and substance.

Key Takeaway:

Fashion brands are increasingly turning to weird, absurd, and unexpected stunts to grab attention and go viral during fashion week. While this can create short-term buzz and online traction, brands need to carefully balance creativity with their overall brand strategy to avoid over-reliance on viral moments.

Trend:

  • Viral Fashion Stunts: Fashion brands are using creative, sometimes bizarre stunts to capture the attention of social media users and drive online visibility during major fashion events.

Consumer Motivation:

Consumers, especially Gen Z and younger millennials, are drawn to novel, quirky, and meme-able moments. They engage with brands that challenge traditional norms, embrace fun and absurdity, and offer shareable content for social media.

What Is Driving the Trend:

  • Saturation of Fashion Week: With so many brands vying for attention, the need to stand out has driven brands to experiment with unconventional, attention-grabbing stunts.

  • Meme Culture and Social Media: The viral potential of absurd, humorous, or unusual moments aligns with the meme-driven culture of Gen Z, making these stunts more likely to gain traction online.

Who Are the People the Article is Referring To:

The article refers to fashion brands, influencers, and fashion week audiences who engage with these viral moments. It also mentions Gen Z consumers, who are particularly drawn to internet-driven trends, and independent fashion labels, which have more creative freedom compared to established luxury houses.

Description of Consumers, Product, or Service:

Fashion week stunts cater to social media-savvy consumers who enjoy visually striking, unusual, or viral moments. These are mostly younger consumers (Gen Z and millennials) who look for innovation and creativity in brand experiences, not just the traditional catwalk.

Conclusions:

While viral stunts can generate significant media attention and drive social media buzz, brands must ensure these efforts align with their long-term brand identity. Sustainability in strategy—not just fleeting attention—is key to maintaining consumer loyalty and relevance beyond fashion week.

Implications for Brands:

  • Leverage Absurdity and Creativity: Brands can use unexpected collaborations or unconventional runway formats to differentiate themselves. However, they must ensure these stunts fit within their brand ethos to maintain authenticity.

  • Audience Engagement: As audiences become more discerning, brands need to find the right balance between genuine creativity and flashy, attention-seeking tactics.

Implications for Society:

The rise of viral stunts in fashion reflects broader trends in digital culture, where spectacle and instant virality are becoming more influential. This may lead to shifts in how art and entertainment industries operate, prioritizing shock value and shareability over traditional formats.

Implications for Consumers:

Consumers are benefiting from more engaging and interactive experiences during fashion week. However, they may also experience fatigue if brands overly rely on stunts without providing deeper value or connection.

Implications for the Future:

As audience expectations evolve, brands may need to shift focus from just creating viral moments to integrating long-term strategies that balance creativity with meaningful engagement. Future fashion shows may continue to push boundaries, but with more emphasis on sustainability and substance behind the spectacle.

Consumer Trend:

  • Meme-Driven Fashion: Viral stunts reflect a shift in how consumers engage with fashion, preferring unexpected, humorous, or meme-able content that fits within the digital age.

Consumer Sub-Trend:

  • Interactive Fashion Experiences: Consumers increasingly expect to be part of the experience, as seen in stunts like Eckhaus Latta’s impromptu runway and Sunnei’s audience voting, where participation enhances the spectacle.

Big Social Trend:

  • Viral Moments as Social Currency: In a world where social media visibility equals influence, the success of fashion brands increasingly depends on creating viral moments that drive both online engagement and brand awareness.

Worldwide Social Trend:

  • Spectacle Over Substance: Globally, there’s a rising emphasis on creating spectacles in various industries, from fashion to entertainment, as brands strive for immediate attention and virality in an increasingly competitive, attention-driven world.

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