Post-experiential

“We are in a period of strong experiential marketing activity. Businesses are looking to stand out. There is a ‘glittery’ type of experiential trend that’s looking to have people experience extraordinary, memorable things with extreme staging. Luxury is in this type of overkill, just like fashion brands like Abercrombie & Fitch. In a time of economic crisis, people want to be offered something to dream about, something that lightens their load.”

“But… connected consumers are increasingly looking for collaboration, co-production. Today, the ordinary, the infra-ordinary, can also create an adventure that combines sensory pleasure, a search for meaning, a relationship to time and an action. Listening to silence in nature can also be an experience that creates meaning and a sense of peace. The post-experiential age will lead brands to consider the complexity of individuals in search of true markers for authenticity.”

Claire Roederer, assistant professor at the University of Strasbourg and author of the book Experiential Marketing and Consumption (EMS, 2012). As quoted in Maison & Objet magazine, January 2013

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Post-experiential