Each month the global FITCH Must See team explore the best in brand experiences. This month Ryan Schmidt, General Manager of FITCH Los Angeles, looks at brands that have met consumers in the home.
As a large portion of the world has been quarantining in their homes, the errands we used to run, the paths we used to travel, and the places we used to frequent seem like a distant memory. As such, when we were not able to enjoy transformative experiences in the outside world, the world and all it’s wonderful experiences came to us.
This month’s Must-See is: your home.
From 7am sweatpant-bottom-dress-shirt-top video calls, to the great toilet paper shortage, to pining for a real theatre experience, it’s an understatement that our lives have dramatically changed as we took on the role of homebody.
The last few months have seen mass adoption of behaviors and trends that would have otherwise taken years to enter our normal lives — let’s take a look.
Digital fitness products already had a growing following among fitness enthusiasts. Mirror, Tonal, Peloton (despite the early 2020 faux pas), and many others entered the pre-COVID market to join mainstays like Apple Watch, Fitbit, Runkeeper, and a myriad of mobile apps. What many digital fitness products lacked, however, were the personal connections and community that physical gyms offer.
Through quarantine, Peloton has been a clear winner in this category. The brand brought the group fitness class experience many were missing right into the home. People craved the community they once had in person, and so were quick to make space for the spin bike.
Paris Fashion Week was a bit different this year. Fashion houses around the world took the opportunity to create something truly unique by trading elaborate runway shows and lavish afterparties, with immersive virtual worlds and beautifully crafted films for people to join or view from their seat of choice at home.
What was once an exclusive A-list event is now accessible to the public; exposing luxury brands to an audience that they may never have targeted before.
2020 has change the way consumers see fashion. Arguably, high fashion is now more important because the moments we dress up are more important now, simply because there are less of them. They are precious. Our personal value for high fashion has changed. It becomes more aspirational and anticipated.
“Inspiring creative activities from our home to yours,” Apple pivoted its in-store educational programming when stores worldwide closed. From creating cinematic videos on an iPhone, to drawing portraits on an iPad — Apple employees host creative work sessions to share how to get the most out of projects. What once was an in-store educational program, is now an online community.
The home has become a fulfillment center, theatre, gym, and office space in one. As the world shut down this year, it was nowhere near the end of brand experience - instead, it launched some of the most exciting brand innovations we’ve seen in the last few years.