Have you tried "Mint Mambo" this summer?
2024-08-11
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Have you tried "Mint Mambo" this summer?
From dopamine dressing to Maillard style, from mint mambo to Tyndall style, nowadays, some dressing "jargon" can often be seen on short video platforms and social media. Netizens lamented that "I know every word, but I don't know what they mean when they are connected together."
These dressing "jargons" are actually new fashion words. Once they are released, they often make the related topics soar in popularity due to their freshness and trendiness. Data shows that within more than a week after the "Maillard" topic was formed, nearly one million orders of related products were sold online, and the total transaction amount of goods exceeded 100 million yuan; the "Mint Mambo" trend, which was very popular in spring and summer this year, has received extremely high attention and exposure on major social media platforms since its release.
Take the latter as an example. It represents a fashion style that combines mint green and the spirit of Mambo dance, and incorporates fresh and refined natural colors and outdoor elements to add vitality to urban life. The influence of Mint Mambo has spread from fashion apparel to cultural tourism, architectural decoration, beauty and skin care and other industries, attracting many consumers.
Why are there always new words in the fashion industry?
In fact, word-making marketing is quite common in the fashion industry. Using some "perceptible, imaginable, and responsive" words to "package" products and describe trends is an effective means to stimulate consumer purchasing power. The international fashion industry has a tradition of using the popular color cycle to promote product sales. By introducing fashion elements such as popular colors, it quickly responds to changes in market demand and affects a huge industrial chain.
The increasingly personalized and diversified consumer demands have also given rise to new fashion terms. In my country, the new generation of consumers pay more attention to the unique personality, added value and cultural labels of products. The fashion industry is promoting the linkage of culture, brand and marketing by constantly releasing popular trends and creating new terms to meet the needs of consumers.
2024 Guangdong-Hong Kong-Macao Greater Bay Area Fashion Exhibition Tour in Guangzhou. Photo by Lu Hanxin (Xinhua)
Fashion trends change rapidly, why is this wave of new words so popular?
This is related to the demonstration effect in the field of economics. Economists believe that people's consumption behavior is not only affected by their income level, but also by the consumption behavior of others. When faced with choices, especially in uncertain situations, consumers tend to observe how people around them make decisions and choices, and then imitate and follow their example; because the choices of people around them may bring useful information and help save search and decision-making costs.
Today, with the great abundance of goods, the demonstration effect of consumption is even more evident. Since the release of the Mint Mambo trend, a group of bloggers who share Mint Mambo outfits and makeup have appeared on Douyin. Since then, more platform brands and public figures have demonstrated how to interpret the Mint Mambo style through topic content creation, allowing this trend to continue to spread and ferment. This demonstration effect not only allows more audiences to understand and follow this trend, but also gives consumers who were originally between the lines of whether to buy or not a "reason to buy".
In addition, platform merchants create a sense of scarcity in consumption by amplifying the emotional value of consumers.
For the fashion industry, by creating trends and amplifying emotional value, more potential consumer demand can be tapped.
In the hot summer, the mint mambo style injects a touch of coolness into life. Office workers are bound to have job burnout, and the mint mambo style close to nature brings a sense of healing and renewal, becoming an excellent choice to get rid of the "office smell".
It is worth noting that in the past, popular discourse was often dominated by Europe and the United States, but new words such as Maillard style and mint mambo were mostly promoted jointly by domestic social platforms and fashion media.
Merchants on the platform use big data to analyze consumer demand preferences, target consumer groups with refined marketing, and establish emotional links between products and consumers, thereby creating a consumer mentality of "there is still a piece of clothing missing in your closet". They use new fashion words to create new scarcity and provide consumers with new reasons to "buy, buy, buy".
There is always a piece of clothing missing in the wardrobe, but the market is not short of choices. It can be said that the fashion apparel industry has entered the era of "goods find people". For platform merchants, creating words is only one of the means. The important thing is to understand the trend, build unique content value, and accurately reach and impress interested customers.
Economic Daily (author Xu Da), original title: "Why are there always new words in the fashion industry?"
Source: Economic Daily
