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Look Look Case Study

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Submitted By kristellecate
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The Look-Look case study discusses the online company Look-Look and their marketing research strategy to appeal to a prominent demographic in terms of fashion and apparel; the 14-30 age group. It is cited that this age group spends “$140 billion” annually on clothing and clothing related items, but the age group’s opinion was previously unheard, unrecognized, un-acknowledged, or even participated in trends. As a member of this age demographic, I have always noticed that it is vital to consider the biases of the majority. Generally, there is a very distinct group of influencers and followers. It has always been true in terms of the music industry, as teenagers and young adults want to know what is considered ‘cool’ or ‘trendy’ in an overall sense. Consequently, this also assists in finding the interests in specific music artists and in expressing individuality and identity; which is of great value to most people in their teenage and young adult years.
Look-Look’s concept of assisting this age bracket in expressing themselves while simultaneously having them connects via online is appealing in many ways. Not only does it capture an important aspect of everyday life and fashion, it allows an immediate interaction between marketers and tastemakers over a very informal, user-friendly medium. In addition, the market segment can change very quickly over the course of weeks or months and an online platform will prevent a delay in capturing the essence of and capitalizing from the current trends. In addition, Look-Look offers three specific methods for interaction. The first is the ‘Think’ section in which bloggers can express their thoughts and feelings on current trends. The second is the ‘Speak’ section, which includes surveys and polls for users where they can voice their opinion on a common topic. It allows users to immediately see results (like most websites that

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