Before talking about it, we have to make a definition of the concept Cool Hunters itself. A cool hunter is someone who is always on the lookout for new trends and ideas. They are often trendsetters themselves, and are always ahead of the curve.
This special type of customers is all and nothing at the same time. All, because he or she consume a lot of fashion. Whether it be magazine, book or a large range of clothes. They love to have essentials but also clothing that stands out. Who makes them unique, as they like to pretend to be. They are always aware of the trends and they care a lots about their appearance. Which is quite surprising, it’s that they don’t have a « style ». Their style is the trends. They are therefore not, or rarely, loyal to a brand.
Their hobbies also vary a lot depending on these tendencies. Not because they are fake people. But simply because they focus on topics that are topical. For example, body positive and topics such as mental health have become very popular on the web in recent years. At the same time as ecology, of course. They were therefore able to discover them and became interested in them. Some even decided to make it their daily life. By focusing for example on ecology, to consume better and live better.
The challenge to target the Cool Hunters
This loyalty issues make them very hard to target for a marketing campaign. because we can only target them once, with a trendy product or concept. And not for what we are as a brand, with our history, our specialties, and so on.
On the other hand, brands like urban outfitters are champions for targeting this type of customer. Quite simply because they offer a large panel of articles from brands that are always on trend. While continuing to sell must-haves.
During a project during my third year at ISEG. We had to build a marketing strategy to target cool hunters. A project launched by the Lacoste brand. You will be able to see our work on this page . This project was a real challenge for a brand like Lacoste. With a history anchored in its brand identity and its fashion-sport positioning. But that didn’t stop us from taking up the challenge brilliantly!
