A New Era of Marketing, Where College Life Becomes a Fashion Statement

As students return to university campuses across the UK and the US, a new trend has emerged: the commodification of campus culture. Brands are capitalizing on the influence of students, who are being touted as “tastemakers” and early adopters of new trends. This phenomenon is fueled by social media platforms, where students are sharing their experiences and styles with millions of followers.

In recent years, the lines between UK and US campus cultures have become increasingly blurred. Social media algorithms have influenced students to dress in similar ways, with hashtags like #UniStudent and #CollegeLife gaining millions of views on platforms like TikTok. Brands are taking notice, launching dedicated “campus collections” and partnering with students to create content that resonates with their peers.

Skims, Kim Kardashian’s shapewear label, has released a “Campus Collection” featuring jersey capri pants, cropped hoodies, and cotton poplin micro shorts. Asos has a “Student Edit” with over 2,000 pieces that promise to “look on-point in the lecture, library, and beyond.” These brands are tapping into the energy of “RushTok,” a corner of social media where students document their experiences and fashion choices.

Marketers like Nick Drabicky from January Digital believe that this trend is a new playbook for youth marketing. “Students have become a crucial audience because they’re early adopters, hyper-connected, and influence household and peer spending,” he says. Brands are eager to capitalize on this influence, with some offering students commissions on sales in exchange for promoting their products on social media.

The trend is not limited to fashion. Brands are also partnering with students to create content that showcases their lifestyles and preferences. Student influencers are in high demand, with some earning hundreds of thousands of views on TikTok. Tim Leslie, managing director of Campus Group, says that student influencers can earn up to four figures per month through sales commissions.

The commodification of campus culture raises questions about the authenticity of student influence and the impact on traditional campus signifiers. As students become more brand-conscious and willing to invest in identity-driven purchases, it’s clear that the campus is becoming a new catwalk.

The rise of student influencers has also led to the emergence of a new type of side hustle. Students are leveraging their social media followings to earn extra income, often without leaving their dorm rooms. This shift has created new opportunities for brands to reach their target audience, but it also raises concerns about the exploitation of student influencers.

According to Drabicky, the student demographic presents a unique opportunity for brands. “Universities often operate like micro-cultures in their own right,” he says. “Students are more likely to engage with brands that understand and cater to their specific needs and preferences.”

The trend is not limited to the US and the UK. Brands are also targeting students in other countries, where campus culture is becoming increasingly globalized. The rise of social media has created new opportunities for students to connect with brands and influencers from around the world.

As the commodification of campus culture continues to evolve, it’s clear that the relationship between brands and students will become increasingly complex. Brands will need to navigate the nuances of student influence and authenticity, while students will need to be mindful of the impact of their social media presence on their personal and academic lives.

Ultimately, the commodification of campus culture raises questions about the value of authenticity and the impact of consumerism on higher education. As students return to campus, it’s clear that the fashion industry will play a significant role in shaping their experiences and preferences.