Because new changes emerge almost daily announcing their ‘newness’, consumers become immune to the “new”. Instead of turning on, they tune out.
This becomes tragic for marketers. If “new” fails to be buzzworthy, what else can be?
Scholar Wendy Chun insists that when “new media” takes over “mass media”, everything “new” becomes an even more habitual cycle of disinterest.
What to do?
Fashion designer James Perse has a theory. He actually participates in the churn of newness and takes advantage of weary eyeballs by simulating “new” stores with his iconic storefront windows.
In other words, Perse changes out his stores on Bleeker Street, Soho and elsewhere—and tricks out the storefront as if it’s a bewitchingly new brand on fashion-crazy Bleeker Street.
The James Perse front window in January was all about ‘save the horse’. Lately, it’s been about ‘Mammoth’. Horse and Mammoth are fronting as public interest campaigns (proceeds from Horse and Mammoth tshirt sales go to the reduction of edible horse meat sales, and preservation of Mammoth, respectively). A “Safe Sun” promotion last year focused on melanoma.
This is brilliant cognitive sleight of hand, and a sure-fire way of using iconic storefronts to break-out from all the chatter.