I watching a series on BBC4 about the modern perfume industry and I think a critic on the program summed it up nicely. He said that brands are throwing more and more product out there, faster and faster. Nothing sticks. The consumer has no time to become familiar with a product or even the brand, therefore they aren't developing any loyalty. Instead it's a mad rush onto the next flavour of the month.
I wonder if that's why they don't listen. Both the brand and the consumer are stuck in this vicious cycle of product here today, product gone tomorrow. I think this is especially so of consumers in the 18-30 year old age range.
Totally agree - last night's programme on perfume showed classic example. A middle aged french lady, pulled in as expert to Tommy Hilfiger, realising the young people don't like things over marketed and then going on to create something that could not have been more over marketed and lecturing their young 'ambassadors' hired to promote 'Loud' on what young people liked - hilarious
@Valerie; glad someone else saw that too. Very informative and I'm looking forward to next week's episode.
I laughed at the statement that the next "overnight sensation" had to be pimped out months in advance to the right media. And for the record, that particular Hilfiger fragrance absolutely pongs.
4 comments:
Often wonder this myself - I've given loads of feedback and stuff to PR's or even directly to brands... with little result!
I watching a series on BBC4 about the modern perfume industry and I think a critic on the program summed it up nicely. He said that brands are throwing more and more product out there, faster and faster. Nothing sticks. The consumer has no time to become familiar with a product or even the brand, therefore they aren't developing any loyalty. Instead it's a mad rush onto the next flavour of the month.
I wonder if that's why they don't listen. Both the brand and the consumer are stuck in this vicious cycle of product here today, product gone tomorrow. I think this is especially so of consumers in the 18-30 year old age range.
Totally agree - last night's programme on perfume showed classic example. A middle aged french lady, pulled in as expert to Tommy Hilfiger, realising the young people don't like things over marketed and then going on to create something that could not have been more over marketed and lecturing their young 'ambassadors' hired to promote 'Loud' on what young people liked - hilarious
@Valerie; glad someone else saw that too. Very informative and I'm looking forward to next week's episode.
I laughed at the statement that the next "overnight sensation" had to be pimped out months in advance to the right media. And for the record, that particular Hilfiger fragrance absolutely pongs.
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