Fandom Fashion: Why It’s a Missed Opportunity

Almost half of Millennials say they are in a fandom, but brands might be missing the opportunity to appeal to them, and create the products that celebrate their passions.

Highly connected and organized Millennial fan groups have taken fandom to a new level. In 2013, Ypulse found that Next Level Fandoms were using their numbers, passion, and organization to change the meaning of being a fan, and we recently revisited the trend to take a deeper look into this increasingly relevant space. Almost half of 13-33-year-olds now say they are in a fandom, and these connected groups are influencing brands and entertainment more than ever before. But while a huge number of Millennials and teens count themselves as members of a fandom, products celebrating those fandoms are still considered niche—and brands might be missing a big opportunity.

Our fandom research found that 58% of 13-33-year-olds in a fandom have purchased something only because it was related to their fandom, and 58% say they have worn clothing that features their fandom. Those fandom members who have purchased products related to their fandoms have spent an average of $400 on those products in the last year. When looking at fangirls specifically, 64% say they have purchased something because it was related to their fandom, and 63% have worn clothing related to their fandom. But few brands are capitalizing on the desire for fandom fashion.

Hot Topic is the clear leader in fandom retail, with a “Pop Culture” section that allows shoppers to browse clothing created major fandoms like Harry Potter, Supernatural, Dr. Who, and Adventure Time. Their products reflect the rise of fandom’s importance in youth culture. Marketplace reports: “Hot Topic was once the home base for all things emo and goth. Chokers, black rubber bracelets,…

 
 

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The Newsfeed

Quote of the Day: “Most social media is an echo-chamber for immaturity.”—Male, 30, MD

Violent video games don’t cause violent behavior, according to “one of the most definitive [studies] to date.” At a time when several states are considering tacking on extra taxes to violent video games, the Oxford Internet Institute’s study found that playing content considered violent did not cause 14-15-year-olds in the U.K. to act more aggressively. The study’s co-author says that previous studies have been influenced by “researcher biases” that led to studies that gave “undue weight to the moral panic surrounding video games.” (GamesIndustry.biz)

A new rosé brand is winning over Millennials with its Instagrammable bottle. The Wonderful Company, known for brands like Fiji Water and Pistachios, brought a new wine brand to market just in time for Valentine’s Day—and it’s already outselling their other labels. JNSQ (an acronym for the French phrase “je ne sais quoi”) sells rosé and sauvignon blanc that come in glass containers designed to look like retro perfume bottles. Influencers and a national marketing campaign helped propel the brand. (Adweek)

Minecraft for mobile made more money than ever in 2018. According to Sensor Tower, the gaming sensation’s mobile version raked in $110 million last year, rising 7% from last year. In addition, 48% of that revenue came from the U.S., followed by just 6.6% from Great Britain. All eyes may be on Fortnite, but the Minecraft Effect still has a hold on young gamers, and Gen Z & Millennials still rank the game as one of their favorites. (Venture Beat)

Nostalgic Millennials can soon set sail on a Golden Girls-themed cruise. The experiential, adults-only cruise will include themed activities like a “One Night in St. Olaf Dance Party,” a game of Ugel and Flugel, and a costume contest for fans dressed up as the main characters. There will also be plenty of trivia, bingo, and cheesecake on this five-night experience aboard the Celebrity Infinity. This isn’t the only cruise ship catering to adults recently; Virgin’s first cruise ship is 18-and-up-only and even has a tattoo parlor on board. (People)

Daquan, the meme account with 12 million followers, is teaming up with All Def Media for a slate of original content. The premium videos will signal a departure from what Daquan is known for: gritty, homemade content that ranges like blurry SpongeBob SquarePants screenshots transformed into memes via clever captions. The new videos will debut across All Def Media and Daquan’s social channels, which include Instagram, Facebook, Snapchat, IGTV, and YouTube. (Tubefilter)

Quote of the Day: “I think social media can bring light to issues that are of importance such as animal rescue and environmental awareness.”—Female, 22, MI
 

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