Hot🔪Topic
The Ask
(1) Choose a subculture to research
(2) Choose a brand that best targets your subculture group
(3) Develop a creative brief and briefing deck for that brand
Subculture Study
Who are Horror Fans?
Artists. Podcasters. Writers. Movie Fanatics. Students. Friends. Comedians. Photographers. Comic-Con Goers. RVA Locals. Overthinkers. Rebellers. Profanity Users. Fighters. Story Tellers. Paranormal Believers. Protagonists. Final Girls.
Why Horror Fans?
We started this study in October, with Halloween approaching we were interested in people who seek horror beyond this month— those who root it into their lifestyle.
We want to learn the ins and outs of their passion for horror to highlight how they set apart from the bandwagon halloween fans, as true horror fanatics.
r/rva
Initial Findings
Said they decorate their home in gothic decor all 12 months of the year— they also described their style as punk-rock, gothic, and alternative
Qualitative Research
One trip to the King Dominion Haunt. One trip to Red Vein. Three in-depth interviews.
Top Findings
Horror is a gateway for fans to express and talk about themselves without fear of judgement.
Horror Fans x Hot Topic
The Brief
Quantitative Research
128 respondents from Richmond and the surrounding areas of Virginia
RVA Horror Club
True Crime Podcast Reviews
Said they feel highly comfortable around horror
Horror gives fans the reassurance that they can survive life’s obstacles.
Background In the early 90’s Hot Topic emerged as a robust representative of counter-culture retail stores. However, in the wake of intensified competition, it is struggling to distinguish itself authentically.
Objective Reposition Hot Topic to strengthen customer relationships and loyalty.
Problem Hot Topic has become mainstream by following established trends, yet horror fans push against normality.
Target Audience Bearing the burden of life’s challenges, horror fans sense the world is against them. In their quest for a distinctive identity, they explore eras and trends of the past, finding clothing that has a story like their own.
Insight Horror fans are the protagonists of their life, who survive against all odds.
Strategy Infuse the brand with the resilience of the “final girl” mindset by featuring pre-loved clothing that, much like them, has endured and triumphed against all odds.
This work was created alongside the talents of Emma Connelly and Nick Popeck.
Richmond Paranormal Society
Shared through IG stories
Said they have enjoyed a horror related activity with a family member or friend
Horror is a unifier because simultaneously sharing the same emotions and reactions bonds people.
We chose Hot Topic as the brand that best targets horror fans. In an effort to remain relevant, Hot Topic became mainstream by broadening their merchandise to cater to trending pop-culture. This move cost them their authenticity in the eyes of their target audience. They’ve started fixing this problem by partnering with threadUP, to create Hot Topic Replay. Together, they’re bringing back the original Hot Topic apparel that their target audience has been searching for. This brief is designed to inspire a campaign for Hot Topic Replay.