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What are the key crowdcultures for your company?

People who are human-centric, care about human rights and society, they are more likely to be left-leaning and somewhat socialist in their views of government responsibility

How does your company try to "anticipate, address, or exploit" these crowdcultures? We align ourselves with employers of human services providers, we share a strong message of support and wanting to create improved outcomes for people who utilise these services, we aim to be politically-correct, respectful of the end-user and their experiences, and culturally-sensitive.

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What are the key crowdcultures for your company?

At Rodney Clark (women’s fashion) we tried to tap into female cultures celebrating real women’s physiques, from small to plus size, as well as the mature women which has previously been ignored in contemporary fashion & media. Also, attempts have been made to join the new mum’s and working mum’s crowd culture.

The key crowd cultures of RC are:

mature working women

retired women 60+

working mums 35+ middle to lower income

New mums,

plus size women, any age,

How does your company try to "anticipate, address, or exploit" these crowd cultures?

Influencers contracted that fit the proposed alignment with nominated crowd culture/s:

2 X 50-ish year old style mavens who weekend lunch, shop & holiday with family, concerns are looking stylish and on-trend in later years, not looking old & boring, having fun!

a 30yr Plus size woman, concerns are positive body image, looking fashionable with fuller figure

a working mum - activities school pick up, saturday sport, concerns - baby belly, comfortable affordable casual clothing for long days,

a retired woman living on the qld coast, activities are o/s travels, family, walking dog, concerns; practical and affordable clothing that looks good, smart casual, classic.

Other activities:

Facebook paid acquisition campaigns that include images of mid-life to mature women, of various sizes and ethnicities wearing the clothing

Facebook & Instagram posts that make light hearted comments for about shopping, travel, aging, men, marriage and wine consumption

Campaign models used of various ages, sizes and ethnicities

Style tutorial videos & seasonal lookbooks with various models (as above) showing how to wear latest looks, latest comfy pants, etc

Biggest Morning Tea – gather community in stores around charity for cancer council

Paper shopping bags in store (no more plastic bags)

Note: Crowd cultures avoided have been those with concerns for the environment, issues of waste, plastics & recycling. This is an issue that may cause backlash at some stage. Also, attempts have not been made to align with LGBTIQA+ crowd culture which I think is an oversight and lost opportunity.

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Rodney Clark is an Australian family-owned business consisting of three talented women at the helm of the Sorbet Group. With over 40 years' experience in the fashion industry, they display their passion for fashion every day and are energised by the support & trust shown by our customers.

Fun, family, and business is our culture!

Rodney Clark has 23 stores Australia wide, including an online store, which guarantees you will always be able to access our fantastic range! With a focus on customer service and styling, Rodney Clark offers a unique shopping experience, and we strive to continually build on what makes Rodney Clark a great place for you to shop, both in store and online.

Our friendly Rodney Clark team cannot wait to help you find that perfect outfit, for your lifestyle!

OUR COLLECTIONS

With a collection of our own in-house fashion brands Threadz, Gordon Smith, Hammock &Vine, and Clarity we offer a comprehensive range of exciting fashion pieces for the contemporary woman's lifestyle.

We design and make timeless clothes that last. We pair our styles season to season, brand to brand. We love creating contemporary looks that are modern with feel good colours, prints, stripes, and checks.

Fabric technology is key to our design methodology. We concentrate on comfort, softness and stretch as key components of our lifestyle collections.

In summer we are experts in linen. Our factories weave it and dye it, and our specialised laundry processes make it the most soft breathable, natural fibre that you will love to wear. In winter we have honed our skills in knitwear designing beautiful cashmere blends through to natural wool & cotton blends that have become year-round favourites.

REDUCING OUR ENVIRONMENTAL IMPACT

We also know that we have a responsibility to the planet and to humanity to choose eco-friendly fabrics. We support our families in the factories, our stores, and our online and head office staff in finding ways to reduce our impact on the environment.

*Our in-store bags are made from recycled paper.

YOUR SECURITY IS OUR TOP PRIORITY

Under Australian and International law, your rights to privacy are protected. At Rodney Clark we collect personal information in the normal course of providing our services to you and we endeavour always to protect and maintain your privacy. For more information, please see our Privacy page

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About Us | Women's Fashion Australia | Rodney Clark

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Rodney Clark is an Australian family-owned business consisting of three talented women at the helm of the Sorbet Group. With over 40 years' experience in the fashion industry, they display their passion for fashion every day and are energised by the support & trust shown by our customers.

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I found this hard as I don’t think this is something my company currently does particular well. One area of opportunity could be our new Health and Wellness coaching service (about 4 weeks our from release).

There has been a large increase in awareness of stress related burnout in professionals. This has been exacerbated since the COVID-19 pandemic. Some people are experiencing band new stressors due to the challenges of working from home, while others are demanding more flexible working arrangements to try and improve their work-life balance,

It’s increasingly common on LinkedIn to see posts calling for people/organisations to stop “glamorising” long working hours, however there is still an existing resistance to admit to vulnerability to stress or push back on workplace requests as it is seen as unprofessional.

However, with the emergence of talent shortages in the recruitment market there is a new group of people emerging who are focusing on how burnout impacts the company in terms of staff turnover. In this way burnout is seen as bad for companies, as well as bad for people. This could be an area we tap into. Promoting wellness through companies, instead of direct to consumers, to show how it benefits everyone involved.

This would enable us to link into consumer content in the way of “success stories” where people show how their lives have improved through Health Coaching and how that has translated into better professional outcomes, as well as personal outcomes.

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Coca-Cola is a brand with heritage, with relevance in the modern context.  Coke is an inclusive brand and as such is an ally to the LGBTQI community.  During the marriage equality "debate" in Australia, Coke used space on our iconic Kings Cross billboard to champion diversity, with the statement "we say yes to love" next to a rainbow coloured contour Coke bottles.  We also released limited edition "yes" rainbow cans to build awareness for the yes campaign.

Coke is a very active social media celebrator of pride during July, inviting our consumers to celebrate diversity. Beyond the brand activity, our policies promote fairness and diversity in our workplaces through process, education and policy. (I am a very proud LGBTI+ member of the Coke system).

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I work with a local specialty roaster that source their coffees directly from minority ethnic farmers across South-east Asia. Their business is a social enterprise supporting the direct trade movement by forming personal relationships with the farmers that grow their coffee.  They also apply their own green bean buying principles that forms the brand values. Coffee farmers across the world experience exploitation in the form of forced, child or trafficked labour. The key crowdcultures for this brand are conscious consumers wanting to make better daily buying decisions. Gifting time such as Christmas, Mother’s Day and Father’s Day is a good time to anticipate crowdculture behaviour from conscious consumers who are asking the question “Where did this product come from?” and genuinely care about the answer in terms of the manufacturing process, the workers, and the environmental impact of their purchase.

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As a brand predominantly focussed towards Crossfit athletes, from the beginner to the pro, we are able to speak directly to this 'crowdculture'. We use social listening to pick up on trends and cultural changes within gyms and the CrossFit community. Then we create content to spark further discussion. For example, we created a short-form video on 'gym icks' or behaviours in the gym that people can't stand. We collaborate with meme accounts and ambassadors to create more content around key 'moments' of Crossfit and the culture of gym goers.

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Given the mental health challenges in young people (and society in general),  I think there is increased parental scrutiny of the academic pressures placed on students. Highlighting a school's values and pastoral care offerings over academic outcomes alone serves to align with a parent crowdculture that seeks a more balanced approach to learning.
In girls' schools, tapping in to the crowdculture that champion women and gender equity is an important alignment.

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Key crowdcultures for GBF are music fans that leans towards blues music. There’s a general love of live music, concerts and festivals, where “real music is played by real people”, experiences are made and memories are long lasting.

GBF exploits this by using the festival owners as authorities in the blues / music scene, posting themselves at shows and concerts, as a way to connect to this crowd, who would also post images of themselves at concerts on their own social walls, as they present their ideal self online.

GBF anticipate changes in entertainment, which could be via liquor licences changes, health restrictions limited participating in live event, changes in the arts industry in general.

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I did have some trouble really thinking about this for my brand. After thinking about myself as an employee and thinking about our customers, I have broken this into 2 groups.

1.     ESG (Environmental, Social and Governance) – Climate Change/Action

Sustainability is an integral part of our business and value system. The Group Sustainability Report showcases the actions we are taking across society including integrating ESG, transitioning to a low-carbon economy and improving social inclusion.

The company is aware of climate change/fight and leads the Insurance industry in COP26. Insurance companies, as major investors, can, through the use of their investment decisions, help bring about the changes that are needed

2.     Diversity, Equity & Inclusion

We value diversity among our customers and employees at Allianz! In our marketing campaigns and online graphics, we normally go for a diversified appearance with casting and settings; we don't look at your typical Australian family/home. This also applies to any other OEs; we have a global DAM where we can all access the majority of our advertising assets. We are a brand that is universally recognised. Insurance covers the entire customer base, not just one individual. As a result, when considering the website design, we will consider imagery that reflects inclusivity, diversity, and Indigenous perspectives.

An Accessibility Inclusion Plan (AIP) is an outward sign of Allianz Australia's intention to be inclusive of people with disabilities, and it outlines the plans for doing so. The plan outlines guidelines for accessibility communications in order to make our workplaces, products, and services more accessible to everyone, including people with visible and invisible disabilities.

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Activision Blizzard has players that identify with a vast array of different cultures, ethnicities, and sexual orientations. In recent years the importance of DE&I for brands has become more prevalent, due to in large part the crowd culture of advocacy for greater representation in all aspects of life. That has ultimately forced AB to prioritize DE&I within its games. It's now common place for a broader range of characters to be included, that represent DE&I, to the extent that there are now specific tools used in the games development that essentially vet content to see if it aligns with the businesses DE&I goals.

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As an ethical investment company, one of the key crowdcultures for Australian Ethical would be around climate action. Many customers invest with the company because of the ethics, in particular not investing in fossil fuel companies.
The company tries to anticipate the crowdculture by being aware of and involved in climate action events like COP26 and strikes, addressing it by reporting on the impact that the investments are having (reduced emissions etc) and exploit it by running ads and content pieces at times when climate action is most topical.

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As a union we are always striving to be inclusive and being on the right side of history. Political issues would feature heavily as key 'crowdcultures' for us as an organisation. Same sex marriage, climate change and the more recent abortion debate are all political issues that Federation would get behind and be in support of. Many of these issues directly affect our members and the wider community and would be topics that we would want to be seen supporting.

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In entertainment, each franchise or property can go after crowdcultures. For example, Paramount went after the gamers when “Sonic the Hedgehog” was released. The film was postponed after fans expressed disappointment with the main character’s design. It proved the best plan as the movie hit the cinemas with a great box office and subsequent home entertainment release at the beginning of the pandemic.

Nostalgia is a current trend that entertainment is exploding with the likes of Cobra Kai, Stranger Things, etc. The “false nostalgia” for younger generations that didn’t live through the 80s and the “real one” for older generations.

Content groups and marketing teams look at generational trends, topics and current cultural events to decide on subsequent productions.

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Many of Arnott's products are beloved "national treasures''. Tim Tam, Scotch Fingers, Monte Carlo, Iced Vovo... They have passionate followers who often exchange ideas about the products. Recipe ideas using Choc Ripple biscuits, the previously mentioned Tim Tam slam and many heart felt stories of a favourite biscuit. These stories provide fantastic opportunity to engage with crowd cultures.