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Activewear 02.

7.10.2019

Community Hubs

As mentioned in an earlier article and as documented in Retail Focus, we’ve been investigating the activewear sector and have identified six key trends, which are informing the ways brands and retailers are adapting their marketing campaigns and retail experiences to align with increasing consumer demands…

The second key trend in our activewear series explores the theme of Community Hubs and how they are having a profound effect on retail environments.

Key take outs of this chapter include:

THINK LOCAL, NOT GLOBAL.
Focus on building smaller communities at a localised level and targeting regional communities.

BE GENEROUS.
It’s important that your initiatives don’t appear to be money-spinning ventures.  Be generous with your time, space, knowledge and connections. Consumers will reward you with their loyalty.

SEEK OUT MICRO INFLUENCERS.
Expand your reach beyond obvious territories by targeting and engaging with local micro influencers.

ACCOUNT FOR INTER-SECTIONALITY.
Youth consumers no longer build cultural communities around singular interests. Unexpected collaborations between different lifestyle influences can build and sustain interest and relevance for brands.

For the full report, or to arrange a time to meet and chat through the report together, please contact Mynt’s Founder & MD Andrew Patterson.

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