April 18, 2018 /Consumer
Tapping Into The Buy Less, Buy Better Mindset
Last year, we explored the rise of minimalism in our post ‘The Bare Necessitiests’. We illustrated how consumers are engaging with conscious consumption, and thus seeking to be more mindful with their purchases.
In light of this, Raconteur recently published a document exploring the future of retail. A key insight included the ethos ‘buy less, buy better’, reinforcing the consumer trend to make mindful purchases.
The brand philosophy communicates that with less, you can do more.
A notable example of this menswear brand; L’Estrange. The brand philosophy communicates that with less, you can do more. Rejecting the notion of ‘overconsumption’, the brand seeks to inspire simplicity through seasonless design.
Meant is an organic skincare brand that champions the mantra ‘multitasking with less so you can do more’. With a hashtag articulating #SIMPLEDOESIT, the brand trades on the emotional and functional benefits of conscious consumption.
Similarly, online retailer ‘buy me once’ trades on this mindset by offering consumers long-lasting products with ‘lifetime guarantee’.
Naturally, this attitude lends itself to store concepts rooted in environmental and social credentials. In recent posts we have discussed a plastic-less future and the rise of zero-waste retail. Whilst this transpires, brands must also consider how to connect with consumers who seek to buy less.
This invites retailers to reinvent store experiences and elevate service through product care.
For instance, repair and recycle are burgeoning tactics that can connect with this consumer sentiment. Whilst these tactics tap into this consumer philosophy, it also has the potential to foster community and long term engagement.
As conscious consumption becomes increasingly mainstream, retailers need to cater to this mindset, aligning with consumer value to create meaningful experiences.
Key Takeaways
Embrace the role of product care within store design. How can this be a tool to invite consumers back without necessarily making a repeat purchase.
Consider how the ‘buy less, buy better’ mindset can foster a brand community and create long-term engagement.
Reject ‘seasons’ and consider how versatility can inspire product design and creation.
