Thanks to influencer marketing and the “bandwagon effect,” children’s preferences have become more pricy. Long gone are the days where the latest in tweendom came from magazines and TV shows, nowadays, social media, and TikTok in particular, has made them desire items that could put the average parents in debt, according to the Washington Post.

Social media has amplified brands’ visibility to all demographics. Teens spend an average of almost seven hours per day on social media, most of it on TikTok. So an ad for a high-end facial moisturizer that teenage skin wouldn’t really need, or a pair of sneakers — when they already have two of the same type — would be instantly appealing after being advertised repeatedly to a teenage viewer. Add their favorite influencer sporting the product to the mix and teens are sold. Social media allows brands to bank on this visibility — giving them direct exposure to consumers and consistently gaining instant feedback and tracking trends for the future purchasing power.

There are two things that have been indisputable from times of old: First, that teens have always had the desire to belong, and feel this sense of belonging by owning specific items, gadgets, and styles (remember the T-Birds and Pink Ladies jackets, or the Lisa Frank paraphernalia that had many of us in a chokehold?) And secondly, when teens want something you have no option but to get it — or fall victim to their wrath of attitude and meltdowns. So, when they see the influencer they trust using a specific product or collecting it, their cycle of desire begins and this is what the brands are utilizing, according to the post’s article.

The shift from traditional consumerism to fandom culture is clear, with brands focusing on marketing items as collectables to display have become status symbols on social media to garner popularity or to be “accepted.” You don’t need to have just one of the products — you need to have them all.

Succession swag going once, going twice… The monumentally popular TV show Succession — which came to an end last May — is giving its fans more exposure after what was a cathartic conclusion to the 2.9 mn viewers that tuned in to watch the series finale. Heritage Auctions set up online auctions last Saturday for 236 props from the show.

…and SOLD. The infamous “ ludicrously capacious bag,” which made its debut on screen during the show’s finale season, was among the lot — and unsurprisingly one of the more popular items on sale. The Burberry bag, whose commercial price stands at USD 2.9k, was sold for a whopping USD 18.7k.

Unfortunately for Succession fans here at home, none of the available items fit within ourcurrent credit card limits, with the most affordable item going for USD 516. The good news is that you can buy the same items (just not the ones used on the show) for way more wallet-friendly prices. For example, one of Roman’s outfits, which sold in auction for USD 1.8k, was available at Walmart for USD 14.

The online auction raked in a total of USD 627.8k from over 2k bidders. Each item found a new home, though we’re not sure what the new owner of the knockoff Goofy mascot from the Roy family’s theme park (sold for USD 7.8k) intends to do with it.

[SPOILER WARNING] The most expensive item was…Roman Roy’s pink index cards, on which he had written the eulogy for his father Logan Roy’s funeral. The cards sold for USD 25k, but rumors are the owner is already willing to let them go to the tune of USD 31.2k, pocketing a cool USD 6.2k.

Tags: