Bubble Up Theory

After exploring the brand Threadless and noticing that they adopt the 'bubble up' effect, I wanted to explore the theory in more detail to see if it was something I could use throughout the group project that my group and I are working on.

The trickle down/bubble up theory describes the pattern in which a product gets from the market to the consumer- or visa versa. Usually in the fashion industry trends are trickled down from the market to the streets, this is when the inspiration comes from higher end couture and luxury brands. However it also works if swapped around.

The bubble up theory is initiated in the streets ( so from individuals that aren't necessarily established in the industry). The product/innovation created in the streets or from an unknown designer flows upwards (bubbles up) eventually to the upper income groups.

An example of this is the company Threadless who allows people to upload their designs with the chance to create 100's of products and earn money from it (if your designs are approved by the Threadless community and team. The designer bubbles their work up to the market by creating their own designs and uploading them to the website!

I think this is really innovative because it goes against the norm and enables the consumer to get involved which can make their experience personal to them. As a group we think that we will adopt this theory because we want our perfume brand to be creative and experiential. Our main idea is to engage our consumer by creating an experience that inspires millennials to bring out their creative nature; thats why we think that this theory will work in line with our brand.

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