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Is Apple about to become a victim of fashion?

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  • User profile image
    Ian2

    1. First, there's the emerging trend (the American Marketing Association refers to this as the "distinctiveness" part of the cycle where the trend is highly sought after. You know this as when you see that great bit of kit announced.
    2. Next, comes what the AMA calls the emulation phase, where everyone wants a piece of the trend. You'll see it in fashion magazines, newspapers, internet and TV during this phase.
    3. Finally, the trend becomes saturated in the market. (With trendy items  the item becomes widely available as a knock-off).

     

    So the above is the basic fasion trend (as usually appies to clothing).  I would add that a strong indicator of stage 3 is when younger and younger people/ children become interested. 

    As I am now seeing a lot of my 13 year old daughters friends with iPhones (I know) I think we are definitely  into stage 3 territory.

    Of course a new release adds some longevity to the bigger picture but even so there is an inevitability about the whole process. 

    Does this ring true with anyone else or is my brain off on one again?

     

  • User profile image
    Dr Herbie

    I think Apple knows this and that's why they keep bringing out new products/form-factors.  Now the iPhone is saturated, they have the iPad to sell.  Once the iPad is saturated, they will have to come up with something else ...

    Herbie

     

  • User profile image
    AndyC

    Yeah, Apple have been in the fashion game for long enough to know how to play it. "OMG, your still using last year's iPhone? I wouldn't be seen dead with that..."

  • User profile image
    vesuvius

    @Ian2: I bought a Ramones T Shirt in an independent T shirt shop a couple of weeks ago for £15. This weekend I saw a  similar version in Primark for 2 or 3 pounds (buying a cheap black T shirt for a custom design).

    I washed a T shirt by The Specials from the same shop, and all think ink has come off. I should have gone to Primark in the first place.

    As phone software reached maturity, like it integration with all your social networking sites, and processor speeds reaching 1.5 Ghz like my current phone, I now no longer need to have the latest. Yes there are some daft lasses I know that look at my android phone with contempt, but I am paying more on contract than they are.

    Does that make sense?

  • User profile image
    Ian2

    Does that make sense?

    Only if you are a Ramones fan.  (I got a 'Rocket to Russia' T in a tin box from Play a couple of years ago - still looks OK - actually not quite dog eared enough yet, but thats another story)

  • User profile image
    Ian2

    , Dr Herbie wrote

    I think Apple knows this and that's why they keep bringing out new products/form-factors.  Now the iPhone is saturated, they have the iPad to sell.  Once the iPad is saturated, they will have to come up with something else ...

    Herbie

     

     

    Agreed, although I am thinking that the bigger picture - the brand itself - is actually the thing that is most in danger.

  • User profile image
    figuerres

    , Dr Herbie wrote

    I think Apple knows this and that's why they keep bringing out new products/form-factors.  Now the iPhone is saturated, they have the iPad to sell.  Once the iPad is saturated, they will have to come up with something else ...

    Herbie

     

    Now here is the fun:   what kind of new gadget ???   what is the new hotness / shape/ feature/ size etc...  an ipad / phone that rolls up into a small shape?   3-d holograms ?   what's the crazy amazing next toy going to be?????

  • User profile image
    cbae

    , Ian2 wrote

    *snip*

    Agreed, although I am thinking that the bigger picture - the brand itself - is actually the thing that is most in danger.

    I agree. For 20 somethings, a brand whose products that their 70 year old nana uses and their 8 year old niece and nephew want to use is decidedly uncool.

  • User profile image
    Ray7

    , Ian2 wrote

    *snip*

     

    Agreed, although I am thinking that the bigger picture - the brand itself - is actually the thing that is most in danger.

    Depends. If you get your brand to the level of Coco-Cola then it doesn't really matter. Everyone drinks that stuff, no matter how old they are. I think the trick is to revinvent yourself and your products under the same  identity. I remember Apple when they were famous for making computers. Ten years from now we could be driving Apple Electric cars or something.

    The Gap is a good example; they've been going longer than Apple.

     

  • User profile image
    cbae

    , Ray7 wrote

    *snip*

    Depends. If you get your brand to the level of Coco-Cola then it doesn't really matter. Everyone drinks that stuff, no matter how old they are. I think the trick is to revinvent yourself under the same  identity.

    Take the Gap for example; they've been going longer than Apple.

    Good question though.

    The demographic that used to wear Gap now wears AnF and Hollister. Gap is considered old people's clothes now. 

  • User profile image
    Dr Herbie

    , cbae wrote

    *snip*

    Gap is considered old people's clothes now. 

    Hey! I like Gap!

    And get off my lawn!

    Herbie

  • User profile image
    Ray7

    , cbae wrote

    *snip*

    The demographic that used to wear Gap now wears AnF and Hollister. Gap is considered old people's clothes now. 

    That's my point. The Gap adapts as their demographic moves, which is why they didn't go out of business.

    But you also have outfits like Next and River Island who pick up new customers as soon as they start buying their own clothes. They do this by rolling out new products that keep the youngsters interested.

    Apple falls halfway between the two, but the trick is to be nibble and adaptable. When folk have had enough of the iPhone/iPad then Apple will move onto something else. 

     

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