Culture, including cinema, has played a crucial role in shaping consumer behaviors for centuries. What we see on the screen often translates into our daily lives, including our purchasing decisions.
One of the most fascinating examples of this is the phenomenon of Barbie – the iconic doll that has become a symbol of popular culture and a significant driver of retail trade.
Barbie is a doll created in 1959 by Ruth Handler, the co-founder of the Mattel company. In the 1950s and 1960s, Barbie became a symbol of progress and empowerment for many girls. She was the first doll to represent women in various roles, from an astronaut to a doctor, inspiring young girls to dream of professional careers. Culture, especially through advertisements and films, promoted Barbie as a role model, influencing the perception of female identity and aspirations. The impact of cinema on Barbie’s popularity was enormous. In the 1980s and 1990s, numerous animated films about Barbie’s adventures were produced, captivating not only young girls but also attracting their parents, becoming a significant source of income for the Mattel company. Barbie as a film character entered the consciousness of successive generations, building a strong emotional bond with consumers.
However, Barbie’s influence on retail trade went far beyond the sale of the doll itself. What started as a single product evolved into a multimillion-dollar business, including clothing, accessories, furniture, books, films, computer games, and much more. The Barbie doll became a driving force in the children’s fashion industry and created an entire community of collectors willing to pay high prices for rare doll models.
Moreover, the Barbie phenomenon influenced changes in marketing strategies and approaches to retail trade. Companies began to understand that success lies not only in creating products but also in shaping stories and values associated with them. Barbie became a brand that represented not only a doll but also a lifestyle, independence, and women’s liberation.
In recent times, many retailers are experiencing a crisis due to lower revenues caused by inflation and the post-pandemic situation. Consumers have reduced the value of their shopping baskets and limited themselves to necessary expenses. The frenzy over “Barbie” gently opened their wallets.
Thanks to the high-profile premiere of the movie “Barbie” by Warner Bros. Discovery, directed by Greta Gerwig, the world has gone crazy for Barbiecore. This trend gained popularity last year, but it is currently reaching its peak. It promotes the color pink and stylizations that the Barbie doll could wear. Over 100 brands, including ZARA, H&M, GAP, Primark, and Crocs, have signed licensing agreements with the toy manufacturer Mattel. ZARA’s special offer includes 17 clothes and accessories for children. Even more products were prepared for older consumers. Women can find the right shade of pink in 85 proposals from the brand. ZARA also didn’t forget about men who want to resemble Ken, offering fuchsia suits or cowboy boots and denim shirts. There are more similar examples.
Retailers, having learned from previous decades, have gone beyond products inspired by the Barbie style. ZARA promotes its pink collection in special pop-up stores, attracting attention with a distinct color. Inside the flagship store in Manhattan, Bloomingdale’s customers can enter a life-size Barbie box, slide down a pink slide, and buy earrings, dresses, and candles inspired by the iconic plastic doll.
Barbie-related merchandise that appeared a few months before the movie’s release shows how retailers had to work hard and show creativity to attract buyers’ attention and convince them to pay a high price for the Barbiecore trend. The Barbie frenzy may also boost spending on non-essential items that decreased after the Covid-19 pandemic.
Barbie serves as a “lifesaver” for retailers. The brand has built recognition and nostalgia that resonates from generation to generation, and thanks to the movie, it has come alive again. Unlike other film-related products, Barbie is not just a logo that can be stuck on T-shirts and backpacks; it evokes emotions that many buyers desire. We live in times of unrest, and thanks to Barbie, everything becomes pink.
Photo: random.studio
02.05.2024
The project in the capital of Austria is a monobrand store located in the Auhof shopping center.
