TY Marketing

Subcultures of Consumption

What is a subculture?

• Sometimes consumers can become brand loyal whereby they always buy a particular brand of a product, e.g. Coca-Cola would have a high level of brand loyalty.

• However, sometimes people become more than loyal to a brand. They see the qualities associated with a brand as so relevant to them that it becomes part of their identity.

• A subculture is a group of such fans.

Harley Davidson• The connotations: the loud rumble of a Harley engine; black leather

riding apparel; and, of course, the Hell's Angels and other stereotypically unsavoury, grizzled, bearded, beer-swilling, tattoo-covered biker gangs.

• Over the years, the "hog," as the bike is affectionately known by its riders, developed a reputation as the preferred transportation of outlaws; a gritty subculture grew up around the motorcycle and established it as an iconic badge in America and abroad.

• Though remaining the ride of choice for hard core bikers, by the end of the 1990s the Harley—once feared and despised by law-abiding middle and upper-class Americans—had been gradually transformed into well-polished, sporty recreational vehicles for "weekend warriors." Ironically, possession of a Harley—with its rich history and lore—was becoming a status symbol.

Harley Davidson

• The subculture is robust that it brings together people who share common interests, values and behaviours.

• There are even different segments within a subculture. A Harley Davidson fanatic of Latin origin is known as a Harlista

• http://www.youtube.com/user/harleydavidson?blend=1&ob=4#p/u/18/RfHxa_kqL-8

• Harley Davidson transcends cultures…• http://www.youtube.com/user/harleydavidson?blend=1&ob

=4#p/u/20/W5nsdmBIhk0• And genders…• http://www.youtube.com/user/harleydavidson?blend=1&ob

=4#p/u/42/HKQGUBsFd30

Star Wars Vs. Star Trek

• Science fiction fans in particular are noted for obsession and the creation of subcultures.

• Some believe this is because space is now the unknown frontier that undiscovered lands once were, inspiring mystery and imagination.

• Many Sci-fi fans treat their obsession as almost religious and some seem to want to exist in this make believe world.

• What is the appeal of Star Wars? Star Trek? Harry Potter?

Star Wars

• One of the major legacies of Star Wars is the importance of merchandising. Never before was it so integral a part of a movies promotion and success.

• http://www.youtube.com/watch?v=28W6ibMI6Gc

• http://www.youtube.com/watch?feature=endscreen&NR=1&v=V9KKJuwsut4

The fans

• Star Wars fans are known to have become so fanatical that they actually made some actors involved in the films come to regret playing their part.

• http://www.youtube.com/watch?v=yfEw5H_LSoQ

• Some never became as famous as their character…

• http://www.youtube.com/watch?v=cGctB8aXpKE

Trekkies

• Arguably, however, no fans are so dedicated as Star Trek fans...

• http://www.youtube.com/watch?feature=endscreen&v=cZt3RTeGtZk