Shoppers seeking rebellion tend to be young, hold values strongly, and/or perceive themselves as experts in the product or service category. That means your opportunities for selling to rebelling extend well beyond clothing. For instance, findings from research at University of Pittsburgh and University of South Carolina suggest that self-perceived experts are especially likely to shop at retailers who categorize foods in rebellious ways.
Still, a fine example of the unexpected forms rebellion can take—at least unexpected for retailers in Westernized cultures—comes from the world of wardrobe. Let's talk Turkey. Two researchers from Bilkent University in Ankara—the second largest city in Turkey—asked why an increasing number of Turkish women are now insisting on wearing veils in a secular country where the practice is banned in public buildings. The answer? Rebellion. Although the veil is generally seen by Westerners as repressive, many Turkish women are adopting it in part as a sign of deviance from the values of their mothers and peers.
Rebellion does come in different forms. Sometimes it's minor league. Such as minor league sports. A New York Times online posting reports that Nike has designed a version of the hijab for women who want to play volleyball. Rebellious girls just want to have fun. And so do rebels who are boys, women, and men.
- What products and services can you add to your current mix to welcome the rebellion-seeking market segment?
- Which items in your current mix of products and services might you advertise in ways that will show off their rebellious sides?
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