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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Millennial News Feed

Quote of the Day: “I like shopping at Staples because they have good prices on supplies I need for school [and] electronics or other devices I may need.” –Female, 17, ID

For urban Millennials, getting married doesn’t necessarily mean saying goodbye to roommates. Members of the generation continue to mature into adulthood in an untraditional way, and with rent increasing dramatically, some are choosing living as husband and wife and roomie over a moving to smaller place, or having a longer commute. This acceptance of communal living could be a reflection of the rise of the sharing economy, as it becomes the norm to share everything from rides to the kitchen. (New York Times)

Although most of today’s 18-24-year-olds were still in high school or college during the Great Recession, it’s still affecting their career choices today. A survey from Way to Work found that 70% would prefer a stable job over a job they were passionate about but offered little security, and one third said finding that secure job was their top concern. 34% of Millennials named financial stability as their greatest aspiration. (Forbes)

According to some teens, “MTV is dying.” Hoping to reverse that sentiment, MTV will be introducing eight new series, and has 85 more in development, that are meant to reflect Millennials’ “unbridled optimism.” Upcoming series include a reality show about YouTube star Todrick Hall and a scripted comedy around Vine star Logan Paul—MTV likely has their fingers crossed these social media stars will bring their fans to the network. (Adweek)

YouTube channel AwesomenessTV has successfully hooked hundreds of thousands of young viewers, and now they’re setting their sights on a new audience: Millennial moms. Their new network Awestruck will premiere later this year, offering a wide range of female-centric series, from comedy to drama to talk shows featuring both online stars and Hollywood celebrities. The network hopes that young moms will turn to them as they consume more online video content. (StreamDaily)

What does it take to become “Insta-famous?” Sometimes it just takes being photographed in the right place at the right time. Sixteen-year-old Charlotte D’Alessio amassed tens of thousands of followers in just a few days when a photo of her and her best friend, model Josie Canseco, went viral at Coachella. From there Canseco and D’Alessio appeared on celebrities’ feeds, the Coachella account, and new fans’ Tumblr posts. The girls’ viral status speaks to how quickly notoriety can amass for young consumers in the age or micro-fame. (BuzzFeed)

Want to know Millennials' favorite fast food chain? How often they're dining out? What they order? Our most recent topline and date on 13-32-year-olds gave Gold subscribers the inside scoop on all their food and dining preferences. We deliver in-depth tables and a visual report to them every two weeks, covering another aspect of young consumers' behaviors, beliefs, and more. (Ypulse)

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