DO YOU KNOW YOUR CUSTOMERS?
Part 3: The Ethnical Modernist
Thanks to the huge amounts of data now available to marketers, we enjoy increasingly deep insights into consumers’ needs, wants and behaviours. This in-turn means that your ability to connect with the customers has never been greater.
In part three of our look into consumer profiles important in the jewellery sector, we arrive at the Ethnical Modernist*.
THE ETHNICAL MODERNIST
Ease of travel, the flow of migration around the world and a general desire to experience diverse cultures means that many lines are becoming increasingly blurred. That goes for national identities in general and for consumers’ own personal identities. This mixing and blurring has created the Ethnical Modernist – a group shaped by the people, places, cultures and experiences from across the globe, made up of a huge array of ethnicities and backgrounds.
Unsurprisingly, this predominantly city-dwelling consumer group seeks out experiences on a global scale, from extensive travelling to cultural and musical festivals and events. The concept of ‘Glocalisation’ chimes perfectly with the Ethnical Modernist, whereby global concepts merge with local flavours, creating new cultures and identities.
Equally, it means local cultures are now being experienced on a global scale, tapping into the idea of ‘Multilocal’ – where consumers’ feel their identities are not defined by their ethnicity or the country they live in, but by the people and culture that surround them. In short, Ethnical Modernists are defined by their experiences and those experiences are local to wherever they find themselves.
Looking at the jewellery sector, in particular, the trending themes for this consumer group include organic shapes and materials, ethnic feminine forms and designs influenced by cultures and artefacts. In more detail, that might include using leather, ebony, dark metals or unusual stones; oversized rings, charm bracelets or cuffs; knuckle rings, medallions, mesh and enamel.
The Ethnical Modernist then is a growing group whose influence over culture, fashion and jewellery is set to increase, globally and locally.
*Source: Trend Vision Consumer Profile