Peppermint Mambo, Tyndall Style, Fashion Slang
2024-08-19
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Following the summer dopamine and autumn Maillard, this spring and summer has set off a new trend - mint mambo and tyndall style. These endless fashion "jargons" in the fashion industry have confused netizens, who have lamented that the fashion industry is too good at making things happen.
It looks dazzling, but in fact, it is just a marketing word creation by the business. If you take a closer look at these new fashion words, you will find that they have a similar path to fame - an unfamiliar cross-border term, plus the word "wear" or "style", can quietly release new needs with new concepts. For example, the "Tyndall effect" is a physics term, which means that when a beam of light passes through a colloid, a bright "pathway" can be observed in the colloid. The sunlight beam through the woods is a concrete manifestation of this effect, and the Tyndall style refers to the gradient color wear.
Similarly, "Maillard" is a color change reaction of food after being heated, "dopamine" is a neurotransmitter, and "Mambo" is a free-spirited Latin dance. In fashion wear, they can be simply understood as brown wear, colorful wear, and fresh wear. However, these cross-border and unfamiliar expressions are undoubtedly full of gimmicks, attracting a large number of followers and providing an excuse for everyone to "always lack a piece of clothing in the closet."
Word-making marketing is not uncommon in the fashion industry. Popularity is not natural, but deliberately produced. There is also an "invisible hand" in the aesthetic market, which is constantly creating new fashion words to refresh aesthetics and stimulate the public to buy. Data shows that within a week after the "Maillard" topic was formed, nearly one million orders of related products were sold online, and the total transaction volume of goods exceeded 100 million yuan. When a popular color or style can leverage tens of millions or hundreds of millions of yuan in sales, it is not surprising that the "jargon" of dressing is quickly updated and iterated.
Of course, consumers' choices and demands are also constantly shaping new consumption patterns. People seek both individuality and commonality. With the development of the economy and society, people turn to pleasing themselves, actively embrace new changes, and express emotions through consumption. For example, the "mint mambo" outfit is passionate and unrestrained, symbolizing nature and freedom, and is an excellent choice to get rid of the "class taste". At the same time, the change in the name of clothing has also magnified the social attributes of dressing. Young people can gather together through a certain dressing style to form a circle to gain a sense of identity and belonging.
Most of the previous fashion trends started in Europe and the United States, but new concepts such as Maillard style and mint mambo basically spread to a wider range after becoming popular on domestic social media. The fashion vitality behind them is self-evident. In addition, in the consumption process, people's consumption decisions are easily influenced by others. Today, with the development of the Internet, more and more consumers will rely on the planting, evaluation and recommendation of celebrities and expert bloggers. In order to seize this consumption impulse, the platform will observe user preferences based on data, gain insight into consumption trends, and continue to provide exposure and traffic for popular wear, in order to "eat" the dividends of popular wear in rapid iteration.
Creating trends is also interesting. It is easy to get a happy experience by buying a piece of affordable clothing. Clothes are necessities of life. In addition to practical value, they also provide psychological comfort. So some people are willing to try it even though they know it is a gimmick. This is also a significant impact of word-making marketing. Of course, for the fashion industry, word-making may just open a door. Only by providing good products and content, continuously attracting consumer interest, and fully tapping potential needs can its value and vitality be continued, bringing endless vitality to the industry.
(Zhu Ziyu and Liu Jie)
