Description of their identity
Another of the tribes that appeared concerning fashion is Fashion House: a tribe composed of men and women who directly link their identity with artistic events and catwalks. Specifically, they are young and young adult profiles (from 15 to 35 years old) that present a concerned and pedagogical vision of the secrets of good dressing, eating, and behaving.
For this, they position themselves as wise experts in terms of fashion. Many profiles have blogs that show new trends and tips for mixing clothing, always from their own person. Social media are a showcase where they unveil their discourse materialized in clothes and style. It is worth mentioning that unlike the Devil Wears Prada tribe, this one does not show itself from the exclusionary but from the inclusive and positive motivational speech: they intend to teach new trends to others.
Conversation Topics
Fashion; catwalks; social events; fashion brands; aesthetic blogs; clothing-related tips.
Gender
70% Women; 30% Men
The gender information comes from the metadata of the study conducted. It does not define the identity of the users, other genders are not excluded.
Brands who they follow/interact with (Global)
Vogue; Perrier; Four Seasons; W Hotels; L'Oreal, Mercedes-Benz.
Brands who they follow/interact with (Mexico)
Moda Reforma, Moda Nacional; Live Aqua.
What hurts or causes them conflict
The tribe, therefore, is demanding in terms of maintaining its figure: it depends on it to be able to keep any within the digital territory Fashion House. After all, in this human network, the dimensions of the person are an elementary piece to consolidate an expert empirical figure from self-exposure in blogs.
Kind of Stories consumed by the tribe
In this sense, the members of Fashion House require products, services, and brands that allow them 1) to be constituted from what is current and in trend and 2) contribute to their figure from a healthy, aesthetic, and slim point of view. Any product or story that does not reflect these concerns loses the symbolic strength to attract the attention of this network.
Google Ads Keywords
"fashion styles", "GRWM", "Clothing", "Fitness", "Self-care tips".
Facebook Ads Targeting
| Demographics | Interests | Behaviors |
|---|---|---|
| ā¢Shopping and fashion: Beauty, Cosmetics / - Clothing - Women's clothing: Shoes / - Fashion accesories (all) | ||
| ā¢Other interests: Health & Wellness (personal care), Fashion design, Mecedes-Benz, Vogue, Fashion show, |
What social media accounts do they follow?
What podcasts do they listen to?
Fashion House Consumer Tribe Lifestyle
Brands and campaigns that may address this consumer tribe:
Ellie
Patty Huntington
