HILDA HENDRIO “DOLLY”, ME & THE GIRLS
Boomers, Gen X and Gen Y are ubiquitous terms among marketers. So who is Gen Z? Gen Z is also called Generation I or Generation Next. Please read this brilliant article.
Confession: I’ve been drooling over a pair of sky-high, too-sexy-to-be-true, rose pink with gold platform, Charlotte Olympia stilettos. In my humble opinion, though the Loubs are without a doubt an eternal fashion statement, it has become a tad too common nowadays. They are everywhere! So earlier this year, I bumped into the sight of Olympia’s “Dolly” signature shoes when I was busy browsing (or should I say stalking), and right there I know I’m over the red soles.
Unfortunately for me, a pair of “Dolly” costs a good 800 bucks and that, my friend, is not really something I can afford. Yes, I have a full time job in one of Indonesia’s leading internet media but with THAT amount of money I could pack up and travel somewhere instead; God knows this aging body could use some pampering in some nice resorts somewhere. Okay, not my point exactly. I can deal with the fact that the shoes are out of my league, so far. But what actually eating me in the inside is how many teenagers—I repeat—teenagers stroll around downtown malls in them!
I might not be the only one noticing this trend but it really catches my attention to see how fine the teenagers these days ‘packaged’ themselves. Say on casual days, you could easily find them dressing up in a pair of Rock & Republic by Victoria Beckham jeans, a flashy Hermes belt, at least a Chanel 2.55 lambskin bag on their shoulder, and not to mention the blinding Tiffany & Co. rocks on their fingers, ears, neck, or anywhere else possible. Have to admit, more than often I am green with envy. But working in the field of marketing I find it intriguing to learn how teenagers are becoming, or as a matter of fact, already are the market of those premium brands.
These teenagers being Generation-Z are born and raised in a digital world where technology is ever-present. The fact that they technically have the world in the palm of their hand enables them to always be updated with real-time information the world has to offer: news, gossips, music, fashion, lifestyle, you name it. The world for Gen-Z is digital and the accessibility of technology has made them overly dependent on it for many activities. Whether to merely keep an eye on their Facebook Wall, checking out friends’ updates, do some online shopping, or following favorite celebrities’ tweets. That’s how they become exposed to whatever their points of interests are. That’s how they find out Ladure has the best macaroons, or that Sony just released the latest and coolest xBox yet, or that a friend just had the best flying experience on board Singapore Airlines’ A-380.
Long story short, that’s how they learn. That’s how they become aware of what’s in or out of date. And that’s also how they learn to distinguish certain brands, which are considered more prestigious compared to others in their respected categories. They would rather be seen in Havainas and not any other flip-flop brands, as well as they would beg their parents to get each and every Apple products that’s being launched, just because they are fully aware that these are the top-notch brands that will complete them as individual and somehow flaunts them socially.
With wide, intense exposure of what’s going on in the scene of the world, these teenagers have automatically set their own benchmark on various aspects of their lives, based on their role models or the ongoing trends. Those involving from how they should dress up, where they should go, up to how they should act. And with celebrities, athletes, or many other popular icons being the role models, you bet those benchmarks are serious, not to mention, contagious. Contagious in the sense that in this digital era with the social networking channels being consumed intensely, people are sharing everything to almost everyone not merely to mark self-existence, but also for them to be acknowledged. And by that, a trend or a product spreads like virus from one loyal customer to another potential customers. Take example of Tory Burch shoes. Without any advertisements whatsoever, not even an official store in Indonesia, thousands if not millions pair of Tory Burch shoes have been spotted all over Jakarta alone, with 75% teenagers users.
So yes they have been exposed to any kinds of information to a certain extent. But what really triggers them brings us to the next point where Gen-Z is not only born and raised in a digital world; they are also born and raised consumptive. Lucky for them, they tend to come from family with middle-up economic class, which then resulting in relatively high-buying power, hence their consumptive behavior. Unlike the earlier generations, Gen-Z would go through a faster decision-making process in updating their lines of gadgets or purchasing new stuff every now and then. It takes me somewhat a year (and still counting) to decide on a pair of “Dolly” shoes but unlike me here, they could easily jump in and buy the shoes without having any second thought. And God, aren’t they young? So it doesn’t really come out as a surprise when boys are starting to hunt for Armani suits just like Justin Bieber. They are early adapters trend-wise. So if an Armani suit is already worn by a 17-year old boy today, I can’t help but wonder how many Armani suits will he own for the rest of his blessed life.
Having few of these key behaviors considered, no wonder brands like Gucci makes sure it’s brand is accessible through Facebook, or that Prada have used e-Bay style auction on its website to be more exciting for younger market. Hell yeah this younger market should be taken real seriously. As for me, I’ll just get back to daydreaming of the day when I will be strutting down with my “Dolly” shoes, ready to join the teenagers club. Toodles! (Written by Hilda Hendrio, 2011 /Photo: Private)
#FollowNow on Twitter >> @cihils | Bio: a wide-eyed wanderer who juggles her time being a kaskus officer, making cute baby one-month hampers, and realizing dreams 
Hilda Hendrio is a very sweet intelligent individual who will become very successful. Today she is Marketing Public Relations Strategist for KASKUS. The amazing thing about Hilda is that everyone feels comfortable approaching her with any problem – personal or professional. Her opinion is always honest and direct.
