“Little Things” Marketers Can Learn From 1D World: The One Direction Pop-Up Store

One Direction 2Want to reach tween and teen girls? Seeking to enhance your retail environment to better engage Millennial shoppers? Take a cue from 1D World, the One Direction pop-up shop that opened in New York City several weeks ago. Fans across the country have been buzzing about the store and the chance to be immersed in the world of 1D — literally! The store succeeds not only because it sells all things any Directioner would dream of, but because it creates an experience for consumers. Youth seek this when shopping because they want to socialize and be entertained in a store. If a store achieves this — which 1D World certainly does — Millennials will regard it as a cool place to hang out and they’ll encourage their friends to as well.

From the moment one enters 1D World, appropriately placed next to Madison Square Garden, it’s clear that it’s a party! Music is blasting, as expected given the purpose of the store, and shoppers feel like they’re part of a special space where all Directioners can share their love of the band. The name of the store even draws them in further; it’s not called 1D Holiday Shop or 1D Pop-Up Store. Instead, it evokes how the culture of being a Directioner is its own special world or club.

While this particular store is unique, it provides an example of how retailers can reach Millennials. Music is essential to young adults (67% say they'd feel lost without it according to our Entertainment Lifeline Report), so by setting up the right atmosphere or letting fans choose the sounds, stores can immediately capture their attention and keep them inside longer. Moreover, the name of a section can impact how a store is perceived. A junior’s department may not be a cool place to hang out or shop, but an area called a lounge may have more appeal.One Direction

Beyond the basics, the walls…

 
 
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Millennial News Feed

Quote of the Day: “I think when I'm a parent my top concern in raising a child will be, in general, just not screwing them up." –Female, 14, MA

It is becoming common practice for busy Millennials to skip breakfast, but that doesn’t mean they don’t like breakfast food. In fact, this generation is more likely than others to eat breakfast at times other than traditional morning hours, and 16% are pushing back their mealtime to use breakfast as an afternoon snack. Their adventurous food preferences are influencing the “premiumization” of breakfast items, but since we know that the majority of Millennials enjoy cooking, there is also opportunity in "speed-scratch" products for the 65% who prefer to make breakfast foods from scratch. (MediaPost)

In the past three years, Lego has seen its consumer base change from 90% boys to 40% girls, thanks in part to its Lego Friends collection of girl-targeted construction sets. Activity kits like Rainbow Loom and GoldieBlox, along with licensed Frozenmerchandise, have helped drive the surge in sales for girls toy divisions, whereas action figure movies have begun to cannibalize each other in the boys toy aisle. (Kidscreen)

In the Age of Not Believing, images online and in magazines are almost assumed to be manipulated, but one Millennial is speaking out in support of imperfection. The fashion blogger behind the site Do The Hot Pants posted a reveal of images before and after Photoshop, admitting that she posted edited images to her site that decreased the size of her stomach, legs, and smoothed her skin. While she lifted the veil on her use of Photoshop and is advocating for better body image perceptions, her transparency might make some even more skeptical of what they see on user-created blogs. (BuzzFeed)

The #IceBucketChallenge for ALS is still going strong with participation from celebrities continuing to snowball, but no one’s nomination has seen as much viral traction as Bill Gates’ video. The tech genius decided to step it up a notch with a specially designed ice bucket contraption, and his behind-the-scenes take has seen over 8 million views in the past four days. (YouTube)

The social media landscape has seen a number of standalone apps fail, often due to resistance from users to migrate themselves and all of their friends to another platform. Instead of creating another Snapchat look-a-like, new app Camoji is using iMessage to send GIF selfies. The short video selfies send and loop seamlessly within iMessage, elevating the selfie into animated expressions that can also be shared as a URL link to non-iPhone users. (Mashable)

Quote of the Day: "I haven’t had children yet because I have a lot to accomplish—academics, career goals, travel destinations—before I settle down and look to someone else's interests.” –Female, 25, PA

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