FIRMA reposted this
If you ask me how might a traditional brand establish a conversation with new generations I’d suggest starting somewhere like the new Volkswagen x Bershka partnership. Brand merch is nothing new, neither are brand collaborations. Yet this one lands differently. I have been watching enthralled how Gen Z wholeheartedly buys and wears t-shirts from bands they most probably have never listened to (insert here 80’s glam rock bands) or perhaps have heard of but know very little about (AC/DC, Metallica, Nirvana, Blondie). Here’s the thing: They are not siding with the band, they are resonating with a semiotic. These t-shirts speak their language, as does the medium. And this changes everything. Those tapping into Gen Z’s semiotics are invited into the realm of identity. Gen Z, as many before them, is in the process of defining their identity influenced by a collection of intersectional attributes: online and offline communities, curators, influencers, symbols… and brands. For a brand that wants to start a relationship with Gen Z, a great short-cut is to seek out those who already have the language, medium and audience mastered. This is about collaboration and connection, passion points and brand messaging. Having worked with Volkswagen for a while, I was thrilled to see this collaboration live on their website and TikTok.
