Barbershops, bicycle sales and organic food are some of the businesses focused on the sector; this urban tribe looks for alternative products and services, from independent brands.
MEXICO CITY (CNNExpansión) — A little over two years ago a new urban tribe emerged in the cities: the hipsters. This group of young people between 20 and 35 years old is characterized by resorting to elements that were part of their parents' culture or even earlier. To distinguish themselves from their generation, they consume music and fashion from independent artists, organic or vegan food, and use alternative means of transportation.
"This generation takes attitudes and values from the baby boomer generation , who were born between 1945 and 1960, use and buy products that look old or vintage , that were booming in the past and with which they did not necessarily interact," explained the Director of Studies Trade Unions at De la Riva Group, Paola Bravo.
Since 2009, the market research agency detected the emergence of young people who sought to differentiate themselves from the "mass world" through codes, attitudes and values of previous generations, Bravo detailed.
Today this generation represents an attractive market that some businesses have set out to serve, segmenting their product offerings to increase their sales.
In 2013, six months after opening her bike shop, Evelin Femat, founder of Rodada69, noticed that "guys with mustaches or beards, hats, big glasses and skinny pants" were asking about a type of bike she didn't sell. .
“Fixie-style bikes with skinny tires with no gears and no brakes are preferred by hipsters ,” Femat said.
Since he included them in his store, his sales have increased 35% and he sells approximately 10 per month. The average cost of these bikes is 7,500 pesos. “Generally they are bicycles that hipsters use to transport themselves from their house to work”, explains Femat.
Rodada69 offers coffee, sweets, free Internet, cell phone chargers and a small room where business talks can be held for self-employed hipsters .
Barbería Capital is a business that seeks to revive the experience, service and attention offered by barbers and hairdressers of the last century, but with current techniques and styles.
Although the market served by the business ranges from children to older adults, young people between 18 and 40 years old are the ones who attend the most. “Of the 10 services we do, six are the haircut and beard grooming package,” said founding partner Marco Saldaña.
Although the business was not born to cater specifically to the hipster niche, it is an audience that frequently requests services. Barbería Capital also offers complimentary drinks such as gin, whiskey, coffee, and Belgian craft beer.
If being a loser means riding a bike and not eating meat, Los Looser doesn't care. The food delivery service through 'bicimessajería' has become famous among office workers, creatives, actors, musicians and university students, but it has also become the favorite of hipsters who are looking for other healthier, more sustainable and organic food options.
"Of every 50 services we do, 10 are for these kids," said founding partner Mariana Blanco. Who confesses that the concept was born in 2011 from the love of cycling and being vegan.
On average, 120 deliveries are made and each delivery person carries around 40 kilos in their backpacks. Its particular way of taking orders makes it more agile for cyclists and young customers, since orders are received by private messages on Twitter and Facebook.
Soy Macho is an online store of personal care products for the male public that has decided to break with social labels and the stereotype that men do not care about their physical appearance.
"We are aimed at all men regardless of their sexuality, trend or fashion that they follow who are concerned about looking good," said creative director Moises Hamaui.
Although the e-commerce page has been operating for 8 days, the response from the public has been quick. "They have already registered 5,000 visits to the site and 22 sales," Hamawi said. Sales have occurred among young people between 25 and 34 years old in neighborhoods such as Anzures and Roma.
The company has a big goal for the next month: invoice 200,000 pesos. Although they have not identified that hipsters are their potential market, they do trust that the products they sell could serve to meet the personal care needs of the sector.
By: Samantha Alvarez | Tuesday, March 03, 2015 at 06:00