The Insolvency of Hit Culture

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When I was being raised in the 1980′s the most recalled brand was Levis. They were renowned for their denim jeans. Levis successfully plugged into and leveraged conventional culture.

They’d produce an advert with a famous song from the 1960s with that famous clip from the laundry room containing Nick Kamen undressing. Time after time, they would tap into mainstream culture mixing preferred music with musicians or actors in their T. V. Ads.

Fast forward to 2012 and Levis are not a brand on the end of everybody’s tongue any more. Now the brand isn’t so outstanding and you don’t see them advertising on tv any longer. In fact , I’ve recently seen their jeans stocked in lesser-known retail shops.

Take Reebok and Nike brands. The same eventuality. They’d gain advantage from the smash nature of fashion and culture. So what happened?

Quite simply media imploded. Cable TV arrived and opened us up to an entire world of “amateur production and content”. From 3 channels to 300 channels in a decade. Then the Web arrived. From 300 channels to 3 million channels.

Very simply folk were able to find their tastes rather than the being sold on what to hear, watch, consume and buy. Once folks shifted their attention online, they did not just go from media to another, they scattered. Their behavior fragmented down the long tail of choice.

The commercial savvy people then started to form their own small brands after they realised they could now reach these patrons with niche tastes in music, clothing and culture.

We saw brands such as Little Miss Match appears and appeal to teenage girls who wished to express themselves with oddly matched socks. We saw tea brands specialise in real loose-leaf tea that the massive standard tea firms neglected to see a market desires for.

And this insolvency of blockbuster culture is now discernible when we look after the high street at the to let signs on shop doors and big chain store going into administration.

Expert firms have now emerged to supply bankrupt stock for sale to single entrepreneurs who snatch up stock at cost price and sell on Amazon or EBay.

The future now belongs in niche markets now the barriers to production, design and distribution have evaporated and access to the end customer is only a click away.

John Spiers writes for brands365. Brands365 offer bankrupt stock for sale through its online membership club.

Article kindly provided by UberArticles.com

Topics: Business | Comments Off

Tags: Business, economics, mass market, media, retail implosion

Article Citation
MLA Style Citation:
Spiers, John "The Insolvency of Hit Culture." The Insolvency of Hit Culture. 10 Feb. 2012. uberarticles.com. 12 Apr 2012 <http://uberarticles.com/business/the-insolvency-of-hit-culture/>.

APA Style Citation:
Spiers, J (2012, February 10). The Insolvency of Hit Culture. Retrieved April 12, 2012, from http://uberarticles.com/business/the-insolvency-of-hit-culture/

Chicago Style Citation:
Spiers, John "The Insolvency of Hit Culture" uberarticles.com. http://uberarticles.com/business/the-insolvency-of-hit-culture/

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