- Jul 02 2020
Snapchat just launched a new “shoppable” AR try-on campaign for Gucci shoes.
Snapchat just launched a new “shoppable” AR try-on campaign for Gucci shoes. While the social platform has featured products in an AR Lens before, this is the first campaign using its “Shoppable AR” technology with a filter in collaboration with the luxury fashion brand. Users will be able to purchase the shoes of their choice from the Lens through a “Shop Now” button. The effort is yet another example of social media shopping speeding up, and brands using augmented reality to reach young consumers on the platforms they spend their time. (Social Media Today, WWD)
- Jul 02 2020
Bud Light is releasing a capsule collection of designer merch.
Bud Light is releasing a capsule collection of designer merch. (Yes, that’s right: Bud Light designer merch.) To continue reaching young consumers during the pandemic, Bud Light is collaborating with Darryl Brown, the designer of Midwest Kids, who used to be a stylist for Kanye West, to create a limited edition streetwear line that includes t-shirts inspired by “summer, Midwestern childhoods and American culture.” Both teams will be using the hashtag #MIDWESTBREWED to promote the collection. Budweiser has been “doubling down on its e-commerce business,” and brand merch continues to trend in the age of Brandoms. (Marketing Dive, WWD)
- Jul 01 2020
By focusing on body positivity and inclusion, Aerie is “edging out” competitors like “sexy supermodel juggernaut” Victoria’s Secret.
By focusing on body positivity and inclusion, Aerie is “edging out” competitors like “sexy supermodel juggernaut” Victoria’s Secret. Despite having to close retail locations during the pandemic, online business for the American Eagle Outfitters brand grew 75%. Aerie, whose marketing campaigns have focused solely on social responsibility (AEO’s environmental goals include reducing its carbon emissions by 60%), body positivity, and inclusion has “struck a chord” with young shoppers. Overall, Aerie is “edging out” lingerie giant Victoria’s Secret, whose “body perfection” and sexy marketing has become less appealing to young consumers over the years. (Forbes)
- Jun 30 2020
Young users on Pinterest are more likely to grocery shop online.
Young users on Pinterest are more likely to grocery shop online. According to a survey from Coresight Research, 50% of consumers in the U.S. have now grocery shopped online—a 40% increase from last year. During lockdowns in March, online purchases on Pinterest driven by grocery retailers spiked nearly 70%. Pinterest reported that “pinners” spent 27% more than “non-Pinners” on online grocery shopping. YPulse’s most recent social media survey shows that 39% of Millennial females are currently using Pinterest. (Pinterest Business)
- Jun 30 2020
Influencer-led fashion brands may be harder to execute than expected.
Influencer-led fashion brands may be harder to execute than expected. Influencer marketing is changing, and while influencer fashion brands once seemed like an inevitable future, the model is facing challenges. The difficulties of running a brand, partnering with “old-school” manufacturers or retailers, and “corporate red tape” is proving too much for many creators—who already have social media as their full time job. Rather than “new, standable brands,” limited edition partnerships and capsules might be the kind of influencer and brand partnerships that young consumers can expect to see more of in the future. (Adweek)
- Jun 29 2020
The top reasons that consumers unfollow a brand on social media might surprise you.
The top reasons that consumers unfollow a brand on social media might surprise you. YPulse data shows that 37% of 13-37-year-olds follow a big brand on social media, and according to analytics firm Sprout Social, 89% of consumers will buy from a brand that they follow on social media—so that follower count can mean revenue. But there’s a lot that can lose those followers: 49% of users will unfollow a brand if customer service is poor, and 49% will unfollow because of poor quality of products. Of course, both of these are “factor[s] well outside of a social media manager’s control.” Meanwhile, 45% unfollow because of irrelevant content, while the same amount do so because of “too many ads.” (Fast Company)
- Jun 29 2020
Kanye West is launching a clothing line at Gap—oh, and a kids show too.
Kanye West is launching a clothing line at Gap—oh, and a kids show too. Gap has “struggled with an identity crisis” in the last few years, and the new partnership could “provide a positive halo effect” for the brand. Yeezy Gap, which is set to roll out in 2021, will create “modern, elevated basics for men, women and kids at accessible price points.” Pint-sized streetwear has been appealing to Millennial parents for years, and Gap is smart to tap into the trend. Meanwhile, the rapper also announced that he is developing Kids See Ghosts—an animated TV show based on his album of the same name. (NYTimes, MarketWatch, Vulture)
- Jun 29 2020
Sephora is launching direct checkout on Instagram to reach young shoppers.
Sephora is launching direct checkout on Instagram to reach young shoppers. As young consumers’ makeup wearing habits are shifting, big brands are trying to find ways to continue reaching them by getting on their favorite social apps. Sephora’s new Instagram storefront will allow users to buy more than 80 brands without leaving their social feeds, including Gen Z and Millennial favorites Milk Makeup and Drunk Elephant. Sephora’s ecommerce SVP explains, “Our clients engage with social media in so many ways, like drawing inspiration from the community, getting tips from experts or learning about new beauty trends so we’re always looking for new ways to enhance that beauty journey,” (Glossy, Mobile Marketer)
- Jun 26 2020
Snapchat is developing a “shoppable” show to sell limited edition streetwear.
Snapchat is developing a “shoppable” show to sell limited edition streetwear. The new social series “The Drop,” created in collaboration with Gen Z shopping platform NTWRK, will give young viewers the opportunity to buy and choose from a variety of “exclusive streetwear collabs” from celebrities and designers who will be featured on the new unscripted series. The show is the first Snap Original that includes commerce as a part of its narrative. In each episode, the relationship between the designer and celebrity guest will be explored, while the audience learns about the items that are up for sale and at the end, a “swipe up to buy” CTA will pop up. The new show comes as social networks are increasingly unveiling and incorporating social shopping elements onto platforms. (Variety)
- Jun 26 2020
The pandemic could heavily impact what parents and kids buy for back-to-school.
The pandemic could heavily impact what parents and kids buy for back-to-school. Last year, consumer spending on K-12 back-to-school items was expected to reach nearly $26.2 billion, or $696.70 per household. But with fall school reopenings still unknown, brands are already grappling with what this shopping season might look like. According to a survey from marketing insights firm SuperAwesome, 77% of parents 85% of 6-to-16-year-olds expect back-to-school to be the same or bigger than last year, with 88% of kids saying they are looking forward to returning to school. According to the same report, customers are actually spending more this time around on electronics and technology devices to adjust to the virtual learning environment. (Marketing Dive)