What today's cult products can tell us about tomorrow’s trends
Curated by Megan Collins, Cultural Anthropologist, Generational Expert and contributor to the MTD blog
Between Air, Barbie, and the forthcoming Beanie Bubble, Hollywood seems enamored with telling the stories of companies that have created products with cult followings. A major theme in the most successful of the three films, Barbie, was revisiting and re-examining women’s interests and their deeper meanings and I couldn’t help but think of another collectors item that had taken women by storm in recent years… Rae Dunn.
Rae Dunn is a phenomenon out of Home Goods consisting of simplistic, perfectly imperfect ceramics with words written on them. Think a soap dispenser with the word “WASH” or a cake plate with the word “SWEET.” Devotee’s of Rae Dunn earned a bit of a reputation online for being… intense. As the lore goes, it’s not uncommon for these “Rae Dunn Women” as they’re called, to find out what day a new shipment was coming in, line up outside the store to get there first, buy out the stock, and resell it online to other Rae Dunn women looking to complete their collections. In the 2021 piece
Why Are the Karens of America So Obsessed With This Home Decor Brand?” Mary Frances Knapp details the dark side of this community including hoarding, addiction, and conflict over product.
However, from the title of the article relegating all Rae Dunn lovers to Karen’s to her witty but biting remarks likening them to marauders, “the shoppers don't just buy this stuff out; we’re talking purge the village, and lick the carcass clean,” it’s clear that Knapp’s analysis reflects the attitude the Barbie movie was calling out: like Barbies, Rae Dunn is an interest largely held by women that is often dismissed as frivolous at best, downright ridiculous at worst. But, what if we took it seriously for a moment?
In the same piece Knapp raises and then quickly glosses over the heart of the Rae Dunn phenomenon. Quoting an interview from Dunn herself: "When I first started, my pottery teacher was [like] 'Smooth those out you want it to be perfect, and I was like, 'I don't want it to be perfect— I want it to look like somebody made it.’ This idea of embracing imperfection resonates with the community whom Knapp quotes saying “Rae Dunn, is known for being perfectly imperfect.”
What if we gave these women a more generous read than “Karen’s Obsessed with Home Decor” and instead viewed them as collectors drawn to a community of women for whom the idea of being perfectly imperfect also resonated? In fact, not only could you argue that these women meaningfully connected with her artistic intention but culture at large would follow a few years later. After all, embracing your whole self was a theme of the Barbie movie.
Based on this idea that products with cult followings are resonating for a reason, let’s look at three brands that are developing cult communities on TikTok today. Of course, we are going to give them a more generous read than we gave Rae Dunn women in 2021 to hypothesize what the deeper draw to each of these niches might be.
Today’s Cult Products
#pyrex -245 M views
What it is: Forget Pokémon, the thrifters and enthusiasts behind accounts like @pyrex_girl are on a mission to collect them all, creating stunning beautiful displays from their robust collections.
Why it might be resonating:
Thrifting: It’s a common find at thrift stores, which are increasingly popular as consumers become more waste and consumption conscious.
Quality: In the age of Amazon finds that are great in theory but break after a few uses, there’s an increasing desire for products that stand the test of time.
Aspirational Nostalgia: Pyrex represents a piece of domesticity that’s reminiscent of an era where homeownership was normal
What this means for your brand: Longevity and quality are increasingly desirable. If those are your product's strengths; shout about them! If not, setting expectations is incredibly important. From the ability to read honest reviews, to accurate product pictures, to upfront price transparency, consumers want to feel empowered to find the most value they can of their products.
#lululemon - 8B views
What it is: Over on the Gen Z / millennial side of TikTok people are collecting athleisure instead of cook and bakeware. From sisters negotiating splitting their collection for college, to tag collectors showing off, to women who vow to only wear Lulu, the brand has a devoted legion of followers.
Why it might be resonating:
Tied to a feel-good hobby: While my Lululemon spends more time on my couch than in the gym, it is my go to gear for one of my favorite and healthiest habits: a long walk with my dog. In fact, my dog now gets excited when she sees me putting on Lulus because it means she’s going outside. As Elle Woods says “exercise gives you endorphins, endorphins make you happy” and apparently some of that happiness leads to brand love for the leggings you do it in.
Affordable Luxury: While Lululemon is pricey, it’s still cheaper than true luxury designer fashion. Wearing Lulu is both a flex and an incredibly comfortable investment in a high quality product (she tells herself as she buys 2 more pairs of bike shorts)
“Educators”: Lululemon calls their sales associates “educators” and while this may sound like jargon, it actually seems to empower them to take pride in their alignment to the brand (pun intended) on-the-clock and online.
What this means for your brand: Being a lifestyle brand is no longer about simply presenting an aspirational lifestyle but walking the walk. Find ways to empower customers to not just buy your product but incorporate it into their life in a way that elevates it. Further, make sure even the employees who are compensated the least feel empowered by the brand as they are crucial to building a brand’s reputation, relationships and associations.
Stanley
#stanley - 1.6 B views
What it is: Move over Hydro Flask, Stanley has entered the chat and is cornering the market on reusable cup culture. However, the rate at which some people are purchasing and collecting the reusable cups has us wondering if we’ve lost the plot on the sustainability angle a bit.
Why it might be resonating:
Tied to self-care: If you haven’t heard, TikTokers are very serious about their water. Beyond the enthusiasm for souped up water, people are pretty passionate about their beverage allegiances and preferences in general. For instance I’m very passionate about Diet Coke, others have in-depth opinions about ice.
Aesthetics: The brand leans into seasonal trendy colors and, despite the absurdity of owning more than a few of these, we have to admit the collections look pretty all together. Could these be the pyrexes of 2060?
TikTok ubiquity: Like the GRWM headband, Stanley cups have become a staple of TikTok creators who often use their Stanley’s as accessories. From being prominently featured in their “make coffee with me” chat videos, to creators holding them to have something to do with their hands, it’s nearly impossible to scroll TikTok without seeing one of them, the best advertising around.
What this means for your brand: Sometimes getting your product into the hands of the right people is the most important part.