Alphas Storytelling: Mapping Childrenswear Possible Worlds, Defining Seasonal Brands Territories

Simona Ironico

Abstract


Born from 2010 and raised by Millennials, Alphas represent today the youngest generational market segment. Raising as “screenagers” in mostly only-child family environments, technology is shaping their present and future consumer culture. In this scenario, contemporary trends such as hyper individualism, instant gratification, gamification, gender fluidity, slow play, sustainability and reconnection with nature are destined to reach their apotheosis.
The paper adopts the socio-semiotic interpretative framework of “Possible Worlds” to map the rich set of narratives generated by childrenswear collections and communication strategies. Comparing inspirations and aesthetics, four storytelling approaches will be discussed: Down to Earth (Plausible Worlds), Imagination Driven (Implausible Worlds), Conceptual (Impossible Worlds) and Surreal (Unconceivable Worlds). In addition to reveal contemporary trends and seasonal brand territories, the analysis of kidswear “fashion tales” will enable to get important insights about Alphas unripe consumer culture.


Keywords


Generational Marketing; Childrenswear; Creative and Design Direction; Possible Worlds; Fashion Tales

References


Bell, Andrea. “Generation Alpha.” WGSN, June 6, 2016.

Berti, Anna Emilia, and Anna Silvia Bombi. The Child’s Construction of Economics. New York: Cambridge University Press, 1988.

Blumer, Herbert. 1969. “Fashion: From Class Differentiation to Collective Selection,” Sociological Quarterly 10, no. 3: 275-91.

Brannon, Evelyn L. Fashion Forecasting. New York: Fairchild, 2010.

Bourdieu, Pierre. La Distinction. Paris: Les éditions de Minuit, 1979. (trad. it. La distinzione. Critica sociale del gusto. Bologna: Il Mulino, 1983).

Eco, Umberto. Lector in fabula. Milano: Bompiani, 1979.

Ironico, Simona. “Le dinamiche del lusso nella moda infantile.” In Moda oggi. Fra lusso e low-cost edited by Ampelio Bucci, Vanni Codeluppi and Mauro Ferraresi, 141-52. Milano: Arcipelago, 2008.

Ironico, Simona. Come i bambini diventano consumatori. Roma-Bari: Laterza, 2010.

Ironico, Simona. “Il ruolo dell’advergaming nella socializzazione alla moda.” In Fashion Games. Moda, gioco e virtualità, edited by Antonella Mascio. Milano: Franco Angeli, 2012.

Ironico, Simona. Fashion Management. Mercati, consumatori, tendenze e strategie di marca nel settore moda. Franco Angeli: Milano, 2014.

Ironico, Simona. “Unveiling fashion tales: a socio-semiotic interpretative framework for investigating fashion collections.” In Fashion through History: Costumes, Symbols, Communication (Volume II), edited by G. Motta and A. Biagini, 376-386. Cambridge: Cambridge Scholar Publishing, 2017.

Katz, David. Gestalt Psychology, its Nature and Significance. New York: Ronald Press Co., 1950.

McNeal, James Umbert. Children as Consumers. Austin: Bureau of Business Research, University of Texas at Austin, 1964.

McNeal, James Umbert. On Becoming a Consumer. Development of Consumer Behavior Patterns in Childhood. Oxford: Elsevier, 2007.

Nystrom, Paul. “Character and Direction of Fashion Movement.” Economics of Fashion. New York: Roland Press, 1928.

Noble, Charles H., and Minu Kumar. “Exploring the Appeal of Product Design: A Grounded, Value-Based Model of Key Design Elements and Relationships.” Journal of Product Innovation Management 27, no. 5(2010): 640-57.

Roedder John, Deborah. “Consumer Socialization of Children: a Retrospective Look at Twenty-Five Years of Research.” Journal of Consumer Research 26, no. 3(1999): 183-213.

Rogers, Everett M. Diffusion of innovations. New York: Free Press, 1962.

Schor, Juliet B. Born to Buy: The Marketing and the Transformation of Childhood and Culture. London: Perseus Books Group, 2004 (trad. it.: Nati per Comprare. Milano: Apogeo, 2005).

Volli, Ugo. Manuale di semiotica. Roma: Laterza, 2000.

WGSN Consumer Insight. “Modern Language: How to Speak Alpha.” WGSN, June 6, 2017.

WGSN Kidswear team. “Light Magic. Future Trends A/W 19/20 Forecast/Kids.” WGSN, 2018.




DOI: 10.6092/issn.2611-0563/8701

Refbacks

  • There are currently no refbacks.


Copyright (c) 2018 Simona Ironico

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.