“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 accept friend requests on social media from people I don’t know or have mutual friends with to broaden my horizons; meet people I otherwise wouldn't in day-to-day life.”—Male, 23, MN

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Millennials are at a greater risk to be scammed than the elderly. A new survey released by the Better Business Bureau revealed that almost 90% seniors have been able to spot a scam in time, compared to 66% of Millennials. The BBB cites online scams like the request of usernames and passwords from “official-looking” emails as the most common. Our recent trend The Privacy Issue found that Millennials assume security is part of the deal when using trusted sites for email, social media, and even payments, with 65% of 13-33-year-olds saying they assume the websites they visit are secure. (Airdrie City View)

Mobile wallets have become one of the main channels that Millennials would prefer that brands send them sales and offers on. Along with email, websites, and apps, mobile wallets like Apple Pay, Android Pay, and Samsung Pay have become logical platforms for brands to use to send out marketing messaging to young consumers. Campaigns like loyalty programs, push messaging, and digital coupons can all be held on mobile wallet platforms. Over half of consumers say they have used mobile wallets and 30% say they have used them in the past week. (MediaPost

AT&T Hello Lab and Rooster Teeth are looking for the next big competitive gaming star. The digital series Schooled will be following the digital media company’s co-founder as he puts together a team of 8-12-year-old gamers to take on his experienced staff in a “winner-take-all finale.” Rooster Teeth, best known for “web classic” Red Vs. Blue and the Let’s Play franchise, hopes to be “the next big gaming sensation” with young players, and introduce their brand to a younger audience. (StreamDaily

According to an Adobe survey, over half of Millennials say that email is their preferred option to be contacted by a brand—so what’s the best way to use it? Thinking mobile is a good start. The same study found that 88% of Millennials are using smartphone to check their emails, so marketers need to find the best strategy to “optimize their content and campaigns for mobile devices to effectively convey their messages.” Including social media links to continue the conversation and going image heavy is also crucial. (Huffington Post

Quote of the Day: “Whether I want to draw, paint, read, study, or dance, influences the kind of music I listen to.”—Female, 25, GA

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