Power to people

Consumer behaviour is about experimentation and self-expression

- VAISHALI DAR

NIKE KOREA OPENED a tech-equipped experiential store in Hongdae, South Korea, optimising the store format to enable consumers to explore their style.The fitting rooms are equipped with special screens where consumers can choose their background, filter and stickers to create their own 'look'! Maal-a winemaker from the Argentine province of Mendoza-launched Desarmado Wine (Disassembled Wine), a box that contains different varieties of Malbec, allowing users to make their own blends.Shuffles is a new, invite-only app created by Pinterest that allows users to put together collages, or mood boards, using photos, image cutouts and other animated effects.

For the last two years, consumers have had a community mindset, putting their own needs on the back burner to prioritise public health and safety. People are emerging from the pandemic eager to re-focus on themselves, and brands can help them take centrestage, recognising this growing need for people to solidify and celebrate their individuality. Experimentation and self-expression is big.