First, “The Tipping Point” was an analysis of how small changes can often lead to monumental positive or negative changes. Such monumental changes can occur either in terms of increase or decrease. (Check out Gladwell's website here: http://www.gladwell.com/)
According to Gladwell, a Tipping Point is“that one dramatic moment in an epidemic when everything can change all at once” (Gladwell, p. 9). Gladwell also defined a Tipping Point as “the boiling point” that serves as the precursor to monumental change (p. 12).
Gladwell begins by using the rise of Hush Puppies as an example of a tipping point. With trends that are constantly changing and unpredictable, fashion is an everyday example of tipping points in action.
In the early ‘90s, Hush Puppies, a retro shoe, were so unpopular that they were unavailable in most stores. In fact, Hush Puppies had reached such a low point in their sales that they were only available in little Mom and Pop stores or secondhand thrift shops. However, after two kids on the Soho club scene were spotted wearing the shoes, now a rarity, Hush Puppies caught on with reputable designers. These designers included Hush Puppies in their fashion collections and runway spreads, and from there, the popularity of Hush Puppies tipped dramatically. In two years, Hush Puppies went from a dying product to a product that could not stay on the shelves in stores. The shoe even went on to become an award-winning accessory (pp. 2-7).
Image source: (http://www.obl.msu.edu/PHOTOS/HushPuppies.jpg)
Another example Gladwell gives of a tipping point in the fashion industry is with Airwalk shoes. When the Airwalk shoes’ availability was limited, they were more popular. It seems that in this society, what is rare is valuable. When the Airwalk shoes became more available at larger, less-elegant stores where less fashion-forward people could find them, the shoes lost their appeal (pp. 207-213).
Image source: (http://www.gamesneaker.com/images/Airwalk%20simmer.jpg)
These two examples Gladwell gave show how our society is constantly finding value in what is rare and what is new. Trends seem to come and go and are constantly determined by a few people who make something seem “cool.”
As PR practitioners, we are constantly studying trends and figuring out how to market something to various communities. The challenge becomes dealing with a society where something can be uncool one day and then extremely cool the next, or extremely cool one day and considered tacky the next. The PR practitioners who are most focused on chasing what society considers as cool are nicknamed Cool Hunters — rightfully so.
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Insightful post!
ReplyDeleteYou are correct, as PR practitioners, we are responsible for studying trends. The challenge occurs when we have to research our publics and find out exactly what they want. I can see where you feel like a flip flop public would be a challenge, but I don’t believe it will be so difficult. Humans by nature are never satisfied; we are constantly looking for a greater fulfillment. This is why public opinions never stay in equilibrium, it constantly shifts. I feel that if we benchmark, and research other professionals’ efforts that have been through the challenges, we will know how to handle a situation when it happens to us.
This is stated very well. As PR practitioners, it is important that we read and understand literature such as this. Gaining this knowledge will allow us to effectively utilize research strategies when forming PR campaigns. I was able to obtain the following link for other helpful texts: http://www.amazon.com/Public-Relations-Marketing-Sales-Books/b?ie=UTF8&node=2711.
ReplyDeleteRonald Ware