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Understanding Black Consumer Passion Points: Music, Fashion and Religion

Understanding Black Consumer Passion Points: Music, Fashion and Religion

Collage Group’s Multicultural Passion Points research includes the latest insights on the topics and activities where multicultural consumers invest their time, money, and enthusiasm.

The research covers Hispanic, Black, Asian and White consumers as part of our Multicultural program, and expands into generation, sexuality and gender in the Generations and LGBTQ+ & Gender Programs.

Passion Points help brands:

• Build authentic creative to ensure messaging campaigns speak to consumer’s lived experiences.
• Evaluate cross-segment opportunities to extend reach through shared passion points.
• Identify opportunities to seamlessly engage consumer passion points, and find a logical fit to connect more deeply with specific consumer segments.

Diving deeper into Black consumer passion points, we identify three of the eight areas (overall) that are uniquely of interest to this segment: music, fashion and religion. Read on for more details and fill out the form for a larger sample of the research.

Music

Black consumers have distinct tastes for R&B, hip-hop and gospel music when compared to consumers of other races/ethnicities. In particular, seven in ten Black consumers listen to R&B, which marks a truly statistically significant difference when it comes to multicultural consumer music preferences.

Further, Black American consumers enjoy talking about their favorite music the most, with nearly seven out of ten respondents expressing a passion in this area.

Fashion

Clothing that is unique and comfortable is the preference for Black American consumers. Further, all multicultural consumers want clothing that makes them feel confident.

And, nearly 50 percent of Black consumers consider themselves to be stylish or fashionable, with a focus in hair/beard, shoes, jewelry, eyeglasses and makeup.

Religion

Black Americans are most likely to routinely practice religion, and religious and spiritual beliefs influence music choices for more than one in four Black consumers.

Further, nearly half of Black and Hispanic Americans are actively involved in a religious community, ranking higher than Asian (46%) and White (37%) consumers. 

Beyond these top-line findings, Collage Group members have access to insights on why Black Americans, and other segments, over- or under-index on Passion Points, and the nuances brands should be aware of as they activate on these trends.

To learn more, you can download the excerpt above or contact us by filling out the form below.

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A Mile in Your Shoes: What Brands Need to Know about Sneaker Culture and the Multicultural Youth Consumer

A Mile in Your Shoes: What Brands Need to Know about Sneaker Culture and the Multicultural Youth Consumer
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Many Gen Z and Millennial Americans are passionate about fashion. We’re providing a closer look at the shoe industry, a corner of fashion where iconic brand collaborations create a highly competitive market.

Collecting sneakers is a hobby at the intersection of fashion, sports, and brand identity. Accordingly, the market of sneaker enthusiasts, or “sneakerheads,” is predominantly young and multicultural.

Some of the most popular and well-known sneakers, like Jordans, feature sports legends, but collecting sneakers is much more than just being able to wear your favorite basketball player’s shoes when you are on the court yourself. Sneakerhead culture is also about collecting sneakers and being able to impress other collectors with your own collection. Sneakerheads are always on the lookout for the next limited-edition sneaker, and they must act quickly once it “drops” in order to improve their collection.  As a self-proclaimed sneakerhead myself, few moments rival unboxing a new, rare pair of sneakers. It’s the same feeling I had as a kid when I would find my favorite athlete’s trading card in a new deck, or a rare state quarter in spare change.

But what makes sneaker collecting different from other forms of novelty items is that brands have permission to play. A very popular type of limited-edition sneaker is a co-branded sneaker, made in partnership with a brand or influencer. These partnerships allow sneakerheads to express their love of specific brands and sneakers all at once. Shoe brands collaborate with other recognizable brands, like Gatorade, PlayStation, McDonalds, or even Ben & Jerry’s, to create limited-edition sneakers. These shoes are generally released as part of a special one-time promotion, or because a specific athlete pushed for a collaboration with one of their own favorite brands.  A personal highlight of my sneaker collection is my Nike Kyrie 5 Spongebob sneakers, a collaboration between Nickelodeon and basketball star Kyrie Irving – as well as a frequent sight around the pre-quarantine Collage Group office!

Nike Kyrie 5 x SpongeBob (Patrick Star), 2019, Resell Price $230-420

Co-branded sneakers are frequently some of the most anticipated releases for sneakerheads. Many spend hours in line waiting outside select store locations, and you’ll find even more refreshing tabs on multiple personal devices trying to secure their own pair in time. Many brands that create co-branded sneakers are usually connected to other passion points resonant with multicultural consumers, like gaming, music, and other entertainment. But one of the most sought-after sneaker drops of 2020 so far had nothing to do with entertainment media at all. Nike’s SB Dunk Low Chunky Dunky is a Ben & Jerry’s branded sneaker which released on May 26th and has become one of the most popular sneakers of 2020 so far. Sneakerheads across the globe entered raffles trying to win a right to purchase a pair. The enthusiasm for the Chunky Dunky continued even after the raffles ended, with pairs selling on StockX, a popular resell sneaker marketplace, for up to twenty times its original price!

Nike SB Dunk Low Ben & Jerry's Chunky Dunky, 2020, Resell Price $1550-2200

So what’s the magic to creating a popular co-branded sneaker? Beyond brand name recognition, you need a unique design and an understanding of creative elements already present in popular shoes. In the Ben & Jerry’s collaboration, the cow skinned pattern and “melting” Nike swoosh symbol are unique elements that are unique to the shoe and intuitively connected to the Ben & Jerry’s brand.  Another great example is 2018’s Nike PG 2.5 x PlayStation sneaker, another personal favorite in my collection. The shoe has PlayStation buttons all over it, four Nike swooshes that match the colors of a PlayStation controller, and light-up logos on the tongue – something you just don’t see on an everyday shoe. Sneakerheads want co-branded shoes which have unique elements like these that make real the connection with the brand, almost like Easter Eggs for true brand fanatics to admire.

Nike PG 2.5 PlayStation Multi-Color, 2018, Resell Price $160-300

The best co-branded sneakers are limited, unique in their design, and the result of collaborations connecting to other passion points of young, multicultural consumers. Creating an iconic co-pair is not easy, but it can bring a lot of cultural relevance to a brand across these key consumer segments. Someone wearing a branded sneaker becomes a living, walking advertisement, openly demonstrating their love of the brand, and promoting it to all they interact with. It is essential for brands to generate this word of mouth among the most influential consumer segments. Having a good sneaker is also a great way for brands to break through with young, multicultural consumers, even before they might consider the product or service a brand offers. If you want to build lasting brand loyalty, you need to start from the ground up – and what better place than a good shoe?

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The Millennial Path to Purchase: Clothing

In this installment of the millennial shopper deep dive, we break down the clothing path to purchase.  From the motivations that trigger a shopping trip to the actual purchase and eventual restart of the cycle.  This is the latest in our millennial shopper series, where we also cover food and beverages, and personal care & beauty.

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