An Influencer’s Failure To Influence Is On The Viral List

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

An influencer’s clothing line spectacularly fails, Axe and Xbox team up for a line of shower products, SpongeBob travels the world in a new meme, Beyoncé’s fandom shows their stinger, and more news that has the internet talking this week…

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing1. Is This Failed Clothing Line Proof That The Influencer Bubble Has Burst?

Arii has 2.6 million Instagram followers but couldn’t manage to sell 256 items from her clothing line Era, or as Adweek puts it, to convert just 0.009% of her follower count. She debuted a clothing line but announced (in a now-deleted post) that she failed to sell the 36 units of each product required for the manufacturer to produce them. The macro-influencer failure has sparked online debate. @kissmyelite went so far as to say “The influencer bubble is bursting” (a statement 116,000 people liked), while @baydian replies that “The truth is that her followers aren't her customers.” Others are becoming armchair marketing analysts, calling to attention that the line is a different aesthetic than what she actually wears on her account and that she failed to properly promote the upcoming launch, reports BuzzFeed.

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing2. Xbox Body Wash Is Here—To Gamers’ Great Amusement

Xbox is teaming up with Axe for a line of personal care products, like shower gel and body spray—and the internet has a lot of questions, and jokes, reports GameSpot. Stephen Colbert launched the unlikely, co-branded, green and black collab into the Twittersphere when he tweeted, “Microsoft is releasing an Xbox shower gel, which is good because I’ve NEVER washed my Xbox” to the tune of nearly 7,000 likes. Other gamers took the joke in a different direction, like @Adamantium19897, who commented on The Verge’s Twitter post, “can't wait for that wonderful scent of mountain dew, pizza pockets and depression.” The line…

 
 

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The Newsfeed

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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