You might have heard the words ‘very cutesy, very mindful, very demure’ floating around in social settings over the last few weeks as this trend by Jools Lebron has taken the internet by storm. This trend is a real juxtaposition of the earlier BRAT Summer trend. How do brands utilise these trends effectively?
Firstly, what exactly is ‘BRAT summer’ and what does the ‘Very Demure’ trend mean?
BRAT SUMMER: Brat Summer is a term that is based on Charlie XCX’s latest album ‘BRAT’. Think Y2K pop girl nostalgia. This trend represents freedom and sass with a little bit of rebellion. This edgy trend has seen consumers embrace a messy, party-girl aesthetic.
VERY DEMURE: This trend is about celebrating a minimalist lifestyle and keeping things simple day to day. Instead of ‘doing too much’ consumers across the internet have used this phrase to showcase themselves keeping things uncomplicated and unproblematic.
Brands shouldn’t jump on ever trend going unless they can make it relevant to their messaging and it feels authentic to their target audience. Here are two tips on how to jump on trends effectively:
Understand the nuances
When figuring out how to participate in trends it is vital to have an understanding of the nuances to ensure campaigns connect with audiences. BRAT summer has played a huge role in campaigns over the past month. Brands who understood the trend have done a great job such as E.L.F changing its packaging on social posts to BRAT colours and using the logo to America’s Vice President Kamala Harris using the theme for her X profile banner.
Timing is key
The sheer difference between BRAT Summer and the ‘Very Demure’ trend, showcases just how contrasting trends can be and quickly they move on. This highlights the importance of ensuring that the trend you want to take part in aligns with your brand and/or target audience. Timing is everything and the nature of trends means that if it doesn’t make sense to participate in one, then soon enough there will be another trend that makes sense.
To remain relevant, marketers must stay informed about emerging trends and adapt their strategies accordingly. The key is to jump on trends that correlate with brand messaging and/or audiences in fun and creative ways.