When European Millennials were growing up, it wasn’t always easy to get their hands on cool products from other countries. Before Abercrombie & Fitch opened its first stores in Europe in the early 2010s, owning a shirt from A&F was synonymous with a trip to the U.S., so it helped make the brand even more desirable among this gen. Now, young Europeans can easily purchase foreign brands. But at the same time, they’re confronted with a myriad of products from all over the world on social media, which means they know even more brands that aren’t available in their own country. Take the example of Trader Joe’s tote bag that was all the craze on social media recently. As young Europeans watched the viral moment unraveling they couldn’t buy the tote bag since there’s no Trader Joe’s in Europe, or online store—but the few who did earned the cool factor for sure. More than ever, young Europeans are aware of all the different trends happening in other countries thanks...
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