Posts Tagged ‘Control’

The Stories We Tell Ourselves (and Others)

wearing our health on our sleeves, legs, wrists…

October 7, 2013 – Digit #10

News flash: hints of California are starting to pop up in the daily culture of New York with, gasp, stretch yoga (or other athletic pursuits) pants appearing as streetwear. So proclaimed the New York Times in its Fashion & Style pages describing how “New York finally dresses down.”

Digit 10 picMeanwhile in the rest of America, yoga pants and high-viz cycling or running shirts have been go-everywhere wear for some time. A little blazer or cashmere sweater and you’re good to go for just about any social outing.

What’s behind the trend? Obviously, comfort. But the breakthrough element is the status of health, vitality, and our desire to make our athletic lives …well, high-viz.

Two-thirds of Americans now see good health and fitness as an important sign of success. [DYG SCAN 2013]

Our clothes tell our story so we don’t have to.
At least not in words.

Americans see health and fitness as the first point of personal control and a sign that we’re on top of our lives:
71% say that “it’s important to do whatever is necessary to stay fit and healthy” … and 66% say “my health is in my control.” [DYG SCAN 2013]

You may be wondering how all this squares with the runaway obesity problem across the country. It’s yet another sign of the great divides in our culture – what we say and what we do, the sharply tiered economy, the fit and the not so… all feeding into what we value, what we aspire to, and what is success and status now. Stay tuned for our just-fielded SCAN data on all these interesting dualities for marketers.

Business Implications: As consumers tell the stories of their in-control, active lives, it opens new opportunities for brands to become everyday badges of our new idea of success. Of course, there’s the Fuelband or Up band peeking out from Italian dress shirts or Lululemon yoga pants at dinner… but what about cars and other categories? How can your brand help tell the stories we want to tell about ourselves?

[Photo:  NYT, Tina Fineberg]