From the editor

From the editor
The new YOU-niverse

By RoxAnna Sway, Editor in Chief
April 01, 2008

Across retail, aspirational shopping is being replaced by shopping that empowers "self-actualization." More and more, consumers base buying decisions on things that define who they are as individuals, instead of who they wish to become within the group or society. The stereotype of aspiring to become a wealthy, highly educated, cultured member of society who lives at the right address and attends the best schools and social events is no longer a goal shared by the majority of Americans.

In the past, people—especially those in the middle class—spent a great deal of time and effort educating and improving themselves and becoming socially adept, hoping to one day become wealthy and make it into the upper class. Those efforts were driven by aspiration. People had to learn to behave in certain, established ways if they aspired to be accepted into the upper stratus of society. Wearing the right brand of clothing was important. Knowing the right fork or wine glass to use at a fancy dinner party could spell the difference between acceptance and disaster. This striving for "upward mobility" defined generations from the '50s through the '90s.

Retailers founded whole businesses based on aspirational marketing. Polo Ralph Lauren is probably the best-known retailer in this category. Ralph Lauren's customers aspire to an upper-class lifestyle that is based on European taste and substance—infused with American freedom and style. Over the years, Ralph has solved all the problems for devotees of his brand—he has dressed them, decorated their interiors and tutored them on how to live. Indeed, Ralph's own home, clothes and cars set an excellent example, illustrating how a young man from the Bronx, from a family of modest means, achieved his upper-class dreams.

But today, the consumer mindset is rapidly changing—especially in the youth segment. Many of these changes are being driven by the Internet revolution, entertainment and mass media. The YouTube generation is rapidly spreading from the computer to the world at large. The attitude is: "this is me, in my most personal moments, warts and all—if you can't deal with it, that's your problem, not mine." Add a dose of reality TV, à la "American Idol"—you too can sing, or at least gain some notoriety for yourself while trying. Win "Deal or No Deal," and you're on the road to instant riches. Today, those blessed with wealth, including hundreds of newly minted millionaires, are saying: "Bring on the Mercedes, but forget about Miss Manners." Young people are content with who they are, and they expect the world to adapt to them, not vice versa.

Today, young people are proud of associating with racially and ethnically diverse companions, and personal differences are embraced and thought of as unique instead of as defects or detractors. "Plump and proud of it" ladies no longer feel they must apologize for their size. Ex-soldiers with artificial limbs become marathon runners, when in the past, they probably would have stayed at home. Consumers are more interested in self-actualization—discovering who they are, through experience, exploration and interaction—than in conforming to a pre-approved cultural template that fits within a social hierarchy.

They may desire and enjoy the things that money can buy, but they do not aspire to change their behavior in order to have these things or to impress others. Money is no longer directly equated with status, style or manners. Many people who come into money today want the trapping of the rich—but they still want to watch TV in their underwear and have buddies over for beer—and they do not care what the neighbors think.

The goal today is to be happy being the unique, special YOU that you are. Products and stores should recognize the uniqueness of individual consumers and help them actualize their individuality. Self-actualization is replacing aspiration, and it is creating a new YOU-niverse out there. The store experience is the perfect setting for self-actualization, and this is the key to attracting a new generation of shoppers.

What do you think? E-mail me at: rsway@ddimagazine.com.