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- Sport Culture And A New Era of Multi-Brand Retail
Sport Culture And A New Era of Multi-Brand Retail
Izzy White
July 05, 2024
Hi!!! Welcome (back)!! This is a newsletter that has taken the IRL weekly trends briefing, and transformed into the written word. All this information is a weekly digest of current news, trendy soundbites and sharp insights so that you can quit reading and still sound smart. Gathered from articles, newsletters, reports, and TikTok: It's like Blinkist for culture.
Long Form
Shared as an algorithm reference, this is an example of how all things internet inform culture. People have different interpretations, of course, but it’s important to understand the context of how this becomes a ‘trend’. For example, the popularity of all things 'kidult' has led people to buy more trinkets that can be added to bags, or how customisation is the safest way to take a product everyone has and make it your own. This "Jane Birkinifying" is one of many examples of how algorithms are not only a reflection of an individual but also a reflection of different facets of society.
Revenge saving has become a trend on Chinese social media websites, with Chinese youth setting extreme monthly saving targets. Other telltale signs of younger Chinese tightening their purse strings are trending buzzwords such as “reverse consumption” and a “stingy economy.” This feels like a contrast to reports and data that state Gen Z as a whole is in the YOLO treat culture mindset. While this might be true, there is a lack of nuance in blanketing Gen Z for this exact reason. So much more goes into someone's identity beyond the year they were born. An extra article talks about the UK’s approach aka Financial Doomscrolling
Niche, highly curated experiences hold such an interesting tension right now in culture. People are peeling themselves away from jack-of-all-trades brands and gravitating towards those that really know their stuff. This article specifically talks about retailers, where the big ones (like Barney’s) are flopping, while the highly local, community-driven smaller ones are revving their engines. We know that people love online shopping, but what is becoming stronger with younger generations is their desire for experiences. There is, of course, space for utility-style purchases, but as Business Consultant Julie Gilhar summarises nicely: “Right now, there is a space for good curation, good customer service, interesting activations, playfulness, humour, thinking outside the box … and the hardest thing to create, intimacy.”
Apologies for the accidental cynicism, but I do think this article is worth a read AND I believe that the piece itself feels like it’s doing what it’s talking about (negatively) which irks me. Have a read and maybe we can discuss!!
Because of the short hiatus, I have gathered MANY articles. I want to share them all but I will. be refrain with this light dump. Know that I have curated them based on my readers (you all) and there is something in here for everyone <3
Saw SO much content and pieces about the new Vans’ CMO. Might be all a marketing ploy, but still interesting nonetheless the success they are seeing by going back to their ‘roots’ (what is now called community) Skateboarding Roots article and Vans at Fashion Week.
Lots of references to Partying in my inbox and feed lately too, such as this 2021 (aka lockdown vibes) Newsletter on Tomorrows Parties and this controversial NYT piece on How to Party that upset pockets of the internet.
Duncan shared this article about EA’s head of creative on how playing its games drives IRL participation in sports and sport is a really rich place to discuss a lot of what is happening in culture right now, like this great piece by Death to Stock on Sport Social. It also makes me think of this article by Dazed, and how Film Fandoms are quite intense right now (when haven’t they been?!)
A nice read if you don’t know too much about what is generally hot on TikTok from a top level from like Food and Beauty perspective. - TikTok is an unrivaled trendsetter. Will its influence last?
Short Form
To move away from what feels hyper-internet, I’ve rebranded algorithm references to short form. It’s more content that you can watch, read or listen to in less than 3 mins(ish)!
This reference is from Duncan, but it’s caused a big wave of valid concern in the world. People are using AI to almost rewrite history or vines - the biggest one seems to be this Grace Films intro. I’m quite concerned about general misinformation, but if people are viewing any content for the first time and it’s the AI version it’s going to mess up history.
Hawk Tuah girl rumours have made it into the 4 walls of PC, and this interview seems to address some of them e.g. the rumour that she is a teacher who was fired.
This trend is weird, and another example of musical vibes becoming popular on TikTok. It’s apparently a warm up technique? Most videos trying to do it have over 500k likes too which is wild.
The Brooke and Clinton drama is wild, and because he was doing a fake Australian accent it’s made it’s way over here with Abbie Chatfield even commenting on it. My fave video so fair is this one from Jake Shane.
This cannabis drinks brand looks so cool and I cannot wait to see others take on this format - pls Australia pls!
Heinz have come out with a sauce that has all their sauces in one sauce.. lots of sauce. But what’s cool is they are only giving away 100 bottles and you must do a quiz to see if your eligible - the comp is already closed.
I am practising restraint and will leave it at that, but thank you for your patience while there was a break and hope you enjoyed!
A silly question this week!
