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

Simona Ironico

doi:10.6092/issn.2611-0563/8701

Authors

Simona Ironico Istituto Marangoni

She is an experienced academic with a Ph.D. in Marketing and Business Communication. Since 2016, she is in charge of the Fashion Business department at Istituto Marangoni Milan as Programme Leader. Simona Ironico gain her experience at Iulm University, Università degli Studi di Modena e Reggio Emilia, and Istituto Marangoni lecturing and carrying out research in the domains of fashion management, sociology of fashion, consumer behaviour, trend forecasting, marketing communications and brand management. The results of her research activity, characterized by a socio-semiotic interpretative approach and ethnographic research methods, are regularly presented at international conferences, seminars, symposia and trend forums. She is author of several papers published in scientific journals and other academic publications, including a book on children consumer behavior – Come i Bambini diventano Consumatori (Laterza 2010) – and a fashion management handbook – Fashion Management. Mercati, consumatori, tendenze e strategie di marca nel settore moda (Franco Angeli, 2014).

DOI:

https://doi.org/10.6092/issn.2611-0563/8701

Keywords:

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

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.

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

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