"Demure" is the Word of the Week.
Following the viral success of TikTok influencer Jools Lebron's videos, where she humorously portrayed herself as "very demure, very mindful, very cutesy," many users have begun sharing their own takes on the term.
Retailers and brands, particularly in the beauty industry, have swiftly embraced this trend. Ssense shared an image of a model dressed in Chopova Lowena attire, exuding a serene vibe, with the caption, "Notice how I style myself for work? Very charming, very modest, very conscious."
It's a sharp change from the bold "Brat summer" vibe, which commentator and brand strategist Tariro Makoni attributes to consumer anxiety over the conflicting messages about the economy. The rapid shift brings up a key question: Should fashion and beauty brands try to incorporate viral, yet short-lived, trends into their marketing? Does it help them appear culturally in tune, or does it risk making them look out of touch?
The approach may differ for fashion brands compared to mass-market consumer goods and services. As Makoni points out, "Because their demographic is so broad, they're forced to have a broader scope." When mainstream companies like fast food chains or streaming services adopt a rapidly trending term, at least a portion of their audience is likely to understand the reference. However, fashion brands may need to be more selective. Their customer base is often more niche and discerning. Adopting every viral phrase could risk making the brand seem out of touch or inauthentic to its core audience. Fashion brands have to carefully consider which cultural trends align with their brand identity and resonate with their target consumers.
Steff Yotka, the content director at Ssense, notes that office conversations can be a valuable indicator. "When our editors engage with an online trend or we make jokes about it in team meetings, it signals to me that it's something significant worth creating content about," she explains.
According to experts, when the fit is right, fashion and beauty brands have the potential to distinguish themselves. While fashion micro-trends evolve rapidly, internet language moves even faster, lacking a set visual blueprint akin to past trends like balletcore, mob wife winter, and corpcore. This is where fashion and beauty brands excel: crafting and curating imagery falls within their expertise.
Brands that understand ephemeral marketing should seize the opportunity, according to Makoni. "If your brand naturally aligns with ephemeral trends, you can capitalize on fleeting moments to appear in touch with current trends. This often resonates well with audiences and can lead to growth," she explains.
Makoni notes that founder-led brands with prominent creators are especially well-positioned. This is because it feels authentic for culturally aware spokespeople to engage with current online trends.
Brands should evaluate if certain phrases match their brand identity and resonate with their consumer base. "For instance, it would seem out of place for Hermès to create content around 'demure,'" explains Makoni. "However, Loewe's content on 'demure, mindful' aligns perfectly." Hermès, being an ultra-luxury brand catering to a high-net-worth, older audience, contrasts with Loewe, which, under Jonathan Anderson's leadership, has embraced internet aesthetics and normcore, appealing to a digitally-savvy consumer base.