“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: “If I played the lottery tomorrow and won $100,000,000 I would save most of it, donate some of it. And I'd buy my dad a boat, because I promised I'd buy him one if I was ever a millionaire.” –Female, 15, WA

This week, celebrity Photoshopping was debated online when fans criticized Beyoncé for posting an Instagram picture that looked altered to make her look slimmer. The star (and others) have been accused of using Photoshop or other image-fixing apps on social media photos before, a practice that many feel contributes to young female fans’ body issues, and does not align with the imperfection embracing and authenticity that so many young consumers expect. (BuzzFeed)

The Cartoon Network has launched an anti-bullying campaign called “I Speak Up” to encourage kids who have been bullied to reach out to trusted adults. Viewers are being encouraged to submit videos (with the permission of their parent or guardian) to share the anti-bullying message, and some of those videos will be featured in the campaign online and on TV. Visitors to the Speak Up website can also take a pledge to stop bullying, and earn special badges while playing Cartoon Network games. (PR Newser)

Young consumers are screen multitaskers, and second screen use while watching TV is a norm—but it’s not always clear to brands how they should engage in that behavior, and just throwing a hashtag on the screen isn’t going to cut it. Now Twitter says that studios and networks that live-tweet their popular programming (post and respond to viewers while the show is happening) can “dramatically boost followers and Twitter mentions” and even bump up TV ratings. (Recode)

YouTube is coming to the big screen. The digital comedy duo who create SMOSH, a channel with 30 million subscribers, has created a movie that will be distributed by Lionsgate. The movie is being described as a “Bill & Ted’s Excellent Adventurefor 2014” and will star a slew of other YouTube stars. The news is another example of traditional media embracing YouTube to entice young consumers, and the mainstreaming of the site’s stars. (Fast Company)

New research has found that across all grade levels and subjects, girls get better grades than male students—around the globe. The results have caused some to wonder if schools are “set up to favor the way girls learn and trip up boys.” Male students might be less able to self-discipline themselves, a key ingredient to doing well in classes, which means that the way education is structured plays into their weaknesses. (The Atlantic

Have some lingering questions about Millennials that you need answered for an upcoming meeting? That’s what Ypulse is here for. Silver and Gold subscribers have access to Ypulse's trend and Millennial experts for quick, personalized feedback on any topic. After each insights article, subscribers can submit questions and requests directly to our experts and receive instant responses. (Ypulse)

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