“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: “I learned to cook through ship to home meals like Blue Apron.” –Male, 24, IL

Some Millennial guys are embracing going gray—way ahead of time. Silver fox hair has joined man buns and merman hair as one of the fads they’re using to express themselves and stand out in the crowd. Though clearly not a widespread trend, Amazon has seen gray hair dye searches increase by threefold in the last year and some celebrities are showing of their silver dos on social media. One stylist tells the Times it isn’t about the natural look: “The demographic of guys who come to me to go gray are doing it more as a fashion statement.” (The New York TimesGothamist

Luxury fashion brands have been targeting teens through Snapchat, which is prompting some to ask if they’re ignoring their core market. Calvin Klein, Louis Vuitton, and Burberry have all had recent campaigns on the platform using teen influencers like Kendall Jenner and Brooklyn Beckham. Although the promotions might miss the mark with their traditional older consumers, as well as most older Millennials, the goal is likely to influence today’s more practical young consumers to buy (or ask their parents to buy) entry-level luxury items. One analyst says that “online as a whole now influences over 60% of [luxury] purchases.” (Forbes

Taco Bell wants to be Millennials’ favorite. Despite benefiting from Chipotle’s E.coli breakout and seeing sales rise 4% last quarter, the brand is still looking to make significant changes and continue to improve their image. New menu items like the Doritos Locos and Waffle Tacos were a hit with 18-35-year-olds, and next they’re adding cage-free eggs. Fast-casual is a threat to fast food titans, but Millennials’ craving for cheap eats isn’t going away—McDonald’s is still the most visited restaurant among 20 and 30-year-olds, thanks in part to their value menu. (Business Insider

The struggle is real for Millennials, and the upcoming movie Get a Job is bringing their employment and financial problems to the big screen. The story starts off with two optimistic, bright-eyed college graduates who are in love and ready to take on the world. Unfortunately, they soon face the challenges of a tough economy with layoffs and downsizing. While they alternately lose jobs and tell each other to “step up,” they attempt to make rent, deal with debilitating student loans, and enjoy being young.  (Entertainment Weekly

YouTube is ready to be the next Netflix. YouTube Red, their $9.99 monthly subscription service, is premiering their first original shows next week, and will launch between 15-20 new ad-free shows in 2016, some featuring popular YouTube stars. The platform plans to attain success with cheaper productions, unlike Netflix’s big budget shows, and is going after the younger viewers that grew up idolizing social media stars. With YouTube focusing on the fans, networks are expecting the influencers to help the platform take-off: “There’s a reason why [millions] of people are watching them and it’s not just because it’s free.” (Los Angeles Times

“The issue I am most passionate about is the economy, because wealth disparity is killing the American dream.” –Male, 27, TX

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