The fast fashion tug of war continues as up-and-comers focus on other ways to appeal to Millennials. Smaller startups like Modern Citizen and Genuine People are getting out from under Zara’s shadow by focusing on their own unique looks over the utilitarian basics of their predecessors. They’re also leveraging strong social media presences to build authentic communities of fans, and personalizing product—which Ypulse research shows 85% of 13-34-year-olds like brands to offer. (BoF)
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