The new consumer

Because of your interest, We reproduce article Lucas Carné, director Privalia, appeared today Five days.

elnuevoconsumidor1The democratization fashionable, economies of scale that has found its paradigm in Internet and the total introduction of new technologies in everyday life have resulted in a new establishment From the market, in which the consumer is the real protagonist: more informed, selective and unfaithful than ever.

In the eighties the phenomenon of the democratization of fashion began. Garments designed for life gave way to ephemeral and economic collections, quality levels and design more than acceptable. The phenomenon grew until, in the nineties, It spread to other sectors such as decoration, the trips, domestic consumption, restoration ...

In the case of the first brands, The growth of outlets It has been spectacular in recent years. The sector has exploded in all formats: outlet malls, multibrand or monobrand urban outlet ... And the last big leap has been the outlet online. Electronic payment or failure to prove gender, barriers that seemed insurmountable recently, have evaporated by the rules of a market each day more autonomous and fragmented. With this the low cost new link, the exclusive brands are put within reach of the middle pocket; If you also receive the sample and purchase at home, the revolution is served.

The land was paid for concepts such as low cost, White brand and outlet germinaran; the economic crisis has done the rest. Spend, yes, but selectively, It would be the motto. The data confirm that the new formula not only defended successfully in difficult economic times, but showing growth while most sectors lose bellows.

However, this model is not temporary. In a crisis environment wins competitive position, but the market opening, it remains, at least, largely. This we have seen: It is normal for women who wear great designer proposals for special occasions wear garments on their economic daily, or professionals who cross the pond in business escape weekend with economic packages.

Now also it supports someone acquires a great brand at a high price in a physical store and, parallel, buy a similar product at less than half price online. The current consumer knows that you have the option of disposing of goods and services at competitive prices, beyond their need for savings, enjoys finding opportunities and consuming more: the wardrobe thickens, the travel schedule, entertainment outlets and branded clothing dressing.

The low cost is no longer the secret of a few, euros less in the pocket or current account; It is the common territory of today's consumer, informed, sagacious and unfair, if you can consume twice, it will not only double the price.

About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner Soymimarca, Integrates Personal Branding and The Human Branding, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

I participate in various programs at IESE, ISDI and EAE, UPF's Social Media Graduate and UVIC, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

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