My understanding of the Long Tail
theory is exemplified perfectly by the rare breed of “hipsters”. Chris Anderson’s
Long Tail Theory states that our culture and economy is shifting away from
mainstream products that are located on the head of the long tail curve, but
instead to the exponential downward slope of niche products. Abercrombie, American
Eagle, Forever 21, etc, for example are placed in the head. The mainstream
popularity is strong, but there are limited amount of available products. Hipsters
would not be caught dead in something so mainstream (unless it’s like, totally vintage
Abercrombie). Instead there is a growing popularity in the products that may be
widely available, but not as mainstream. Thrift Stores, expensive boutiques in
New York, Etsy shops from Timbuktu and your grandma’s closet are better example
of markets located in the tail. The availability of old Hawaiian shirts or handmade
necklaces may be very high in these markets, but the demand is not that strong
(unless you are a hipster, that is).
Call me Kelly Slater or Bethany
Hamilton—because I’m a surfer. It happens all too often that think of something
that I would like to purchase, be it a bathing suit, a camera, a pair of shoes,
so I go to an online retailer and see what they have. It’s not long before I realize
that I have been on that website for thirty minutes and wasn’t even looking for
what I came for in the first place! I get side tracked, I look at the sale
section, the new arrivals, the accessories, for what exactly? I’ll never know.
I could browse the internet for hours and not even realize time has passed. I
hate to admit that this is not a onetime thing—oh no. I go back to said website
ever season so see what’s on sale, what’s new, and what the new trends are. I’m
a surfer and I’ve wasted way too much time surfing the net.
Ha! I never even thought of the Long Tail theory as "hipster" but you make a valid point. It's interesting how we're willing to pay that extra buck for the random thing we find online, just to be a little different.
ReplyDeleteI definitely agree that hipsters are a subculture that fits the Long Tail theory really well. Just as the brands that you mentioned were dominant before, now culture is shifting towards being unique and straying away from being defined by a brand. One interesting thing to note is that unique doesn't always mean better quality, but neither does a brand. I wonder if culture is going to shift back to brands in a few years and how that will effect the Long Tail theory, or if the hipster culture will continue to dominate and grow, creating even more niche markets.
ReplyDeleteOh Mr.Slater I think you underestimate yourself sometimes. You may be a great surfer...crowned ASP World Tour Champion a record 11 times, but aren't you the girl on Wednesday who got an email for 50% sports bras at Old Navy and walked out of the store 15 minutes later with three bras and a workout shirt? Where was the checking around other websites to see what they have to offer. You were sold after the word "sale" crossed your reading path. You may need to reconsider if your as good of a surfer as you say you are ;)
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