Owning The Runway: adidas Neo Label Enlists Teens To Curate Its Fashion Show

adidas NEO Label Runway ShowWhile most fashion shows are highly stylized and glamorous, they typically don’t feature clothing in an accessible way. Runways don’t always reflect reality, and an outfit on a model is usually not something that consumers can realistically wear. However, that’s not the case with adidas NEO Label. The youthful, sporty, and fashion forward brand hosted a teen curated fashion show in New York City last night and gave fans the chance to be fashion influencers. After all, they’re the ones who wear the clothes so shouldn’t they have a say in the styling?

In this creative approach, teens all over the world were encouraged to create looks from adidas NEO Label’s Spring/Summer 2013 collection. They were asked to mix and match clothing and accessories and create a Polyvore collage of their favorite outfit. 20,000 teens around the world participated in this project, which tapped into their existing habits of pairing items in an inspiration board format. Then, to reward fans for their engagement, the top 30 looks were featured in the fashion show. Teen bloggers, as well as Selena Gomez, one of the brand’s style ambassadors, chose the best looks and the bloggers were flown to NYC to attend the show. These numerous strategies highlight how brands can effectively engage Millennials since they want to have a say in a company’s creative decisions and they look up to online influencers. Rather than just viewing a lookbook of the latest collection, Millennials want to be part of an experience. adidas NEO Label made its collection come to life and literally reflected the company’s new campaign to “Live Your Style.”Runway Stage

The actual show served as a model for how to tap into the Millennial spirit. Instead of a typical catwalk, the runway was a vertical stage where the models walked down steps and around the…

 
 

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Quote of the Day: “My 2017 resolution is to improve my dog's confidence- She's somewhat fearful.”—Female, 28, PA

At some malls, teens “have worn our their welcome.” Cases of teens banding together on social media and going to malls to create chaos have reportedly been increasing over recent years. To avoid giving consumers another reason to shop online, some shopping centers—105 in the U.S. according to the International Council of Shopping Centers—have responded by imposing curfews and bans on the young consumers. The legality of such restrictions has been called to question, with the ACLU working to fight discrimination at play. (LA Times)

Millennial parents are getting by with a little—ok, maybe a lot—of help from their own parents. A TD Ameritrade survey has found that 19-37-year-olds who have kids get $11,000 on average from their parents through financial support or unpaid labor, and more than half get assistance through childcare or housekeeping weekly. But the assistance isn’t one-sided: three-quarters of 50-70-year-olds with Millennial children say they’re glad to help, and four in ten Millennials say they help their parents too, with an average of $2000 in 2016. (USA TODAYBusiness Wire)

The NFL is looking outside their traditional playbook to reach young fans. The league has partnered with AwesomenessTV for In The NFL, a new series that “lifts the curtain” to give a behind-the-scenes look at the sport. Since "a 17-year-old girl doesn't want to watch the same content as her mom or her dad,” some episodes have a young female focus, with one starring YouTube stars the Merrell twins taking a tour of a stadium, and another featuring one of the few female owners in the NFL, Kim Pegula, offering career tips to young women. (Adweek)

Can the future generation of shoppers save brick-and-mortar retail? Maybe. A new IBM and National Retail Federation study has revealed that 67% of 13-21-year-olds shop in-store most of the time, while another 31% occasionally buy from them. One analyst notes that their desire for “hands-on experience” is setting their preferences, but lack of credit cards and life stage are also likely forces deterring them from online shopping—and we predict that if fintech solutions are developed with teens in mind it could be a fatal blow for physical teen retailers. (RackedBusiness Wire

The sharing economy may be impacting Millennial spending. Research by Hammerson and retail consultant Verdict found that more than half of Millennials used a sharing economy business like Uber or Airbnb in the last year, compared to 16.2% of those over 35-years-old. Nearly a quarter of Millennials say they aren’t concerned about home ownership and would be content with renting for the rest of their lives, and when compared to those over 35-year-olds, they're two times more likely to agree that there are some products they don’t need to own and would prefer to rent. (Forbes

Quote of the Day: “My 2017 resolution is to live my life the way Carrie Fisher would have wanted me to.”—Female, 21, TX

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