Yesterday I was procrastinating on Facebook, and I came across an article about American Girl dolls and the products that have gone “extinct”. The dolls that they don’t make any more are the historical characters and with specific storylines; now, a young girl would rather get a “look-alike” doll instead. This was really interesting to me, seeing how the toy market (and pretty much every market, clothes, tv, etc) is becoming more and more about customizing to the user, instead of mass-creating. Instead of being like everyone else, society is changing to celebrate differences, creating new niche markets every day. This is perfectly reflected in the Long Tail Theory.
My online consumer behavior definitely falls under “bargainer”. I always buy in bulk to get free shipping, and only if I can return items for free if they don’t fit or work. I rarely buy full price, and I also wait 24 hours before buying something to see if I really want it. The downfall is that sometimes I buy something even if I don't need it just because it's a good deal. A bit of being over compulsive sometimes costs me more in the end.
I love what you mentioned about American Girl Dolls - that company is a great example of the Long Tail theory! Recently, consumers have become increasingly interested in customized products that they can distinguish as their own, rather than mass-produced products that are sold in high quantities. American Girl Doll has had to create smaller amounts of more personalized products with not just the dolls themselves, but also the accessories and clothing that go along with the doll. The niche, customized market really is starting to become more popular than the mass-produced market.
ReplyDeleteI love how you see long tail theory in such a positive light that is celebrating diversity. I agree!! Not all baby dolls need to be white with blue eyes anymore. Children should be able to have any toy they want! Some people see this as America being "spoiled" but I disagree. I think that we are adapting and this new technology has made so much possible.I am also a bargain online shopper. I don't shop in bulk as much, but I loathe paying for shipping.
ReplyDeleteI remember you bringing up the American Girl Doll example in class and its a really good one! The market, today, has become more and more about customizing everything and making everything to everyone's specific liking. I agree that that is a perfect example of the Long Tail Theory.
ReplyDeleteI am also a bargainer! I never buy full price and I always contemplate forever whether or not to actually buy the product or if I actually need it and half the time I talk myself out of it.