Supreme Helped This Unlikely Brand Sell Out on The Viral List

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

Supreme’s unlikely collab has hypebeasts raiding bodegas, Millennials are murdering mayo (apparently), a bathing suit has a cult following and crazy-long waitlist, and more stories that shook the internet this week…

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing1. Supreme Slaps Their Logo on A Newspaper & It Sells Out

Supreme has done it again—turned an unlikely item into a coveted collector’s piece. Last time, it was bricks and subways cards; this time, it’s newspapers. The cult streetwear brand teamed up with the New York Post to promote their latest look book drop, taking over the newspaper with their iconic red logo—printed just once on each side. Needless to say, hypebeasts everywhere had a heyday, with any who were lucky enough to be New York-based buying out copies at their local bodegas. Like other Supreme merch, the papers were then upsold on eBay for ten times the original retail price. Supreme is proving the power of a Brandom once again, all while boosting the NYP’s sales and bringing in new customers. One 18-year-old even told the New York Times, “This is the first time I ever bought a newspaper.”

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing2. Millennials Are Accused of Killing the “Taylor Swift of Condiments”

When Philadelphia Magazine published a think-piece titled “How Millennials Killed Mayonnaise,” it’s unlikely they expected the uproar that ensued. The author bases her assumption off personal anecdotes (her own mayonnaise-based macaroni salad was “shunned” at family events), and uses stereotypes to prove her point about the hypocrisy of “young people who willingly slurp down eight kazillion kinds of yogurt, not to mention raw fish and pork belly and, yo, detergent pods.” Twitter mostly rejoiced over the death of mayo (remember when they were disgusted by mayo ice cream?) while publications looked to the facts to find out if Millennials’ “raging…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

Quote of the Day: “Retail should be a facilitator for experience, rather than just selling product.”—Sharmandean Reid, Founder, Wah Nails London (YPulse)

Millennials seeking portable booze are cracking open canned wine. Even though the category still only accounts for less than 1% of the Millennial-favorite alcoholic beverages’ market, Nielsen reports it spiked 69% last year and continues to gain ground. An exec at Delicato Family Wines explains, “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.” (Wine Spectator)

Summer camps are cropping up to teach kids how to become YouTubers. At I-D Tech Camps, Level Up, and Star Camps, kids can learn all about how to, as the latter puts it, “Become an Internet sensation.” They offer courses in how to create and post videos, from shooting clips to editing audio, and how to build their personal brand. But don’t worry, most are framing YouTubing as a hobby, not a career, and setting kids’ expectations accordingly. (WSJ)

A new bill could change the free-to-play profit model that’s made games like Fortnite top earners. Senators have proposed the official ban of “loot boxes,” or items that players can buy (and sometimes must buy) to win a video game, often gambling on what’s inside. Senator Ed Markey explains that “Inherently manipulative game features that take advantage of kids and turn play time into pay time should be out of bounds.” For some, this will eliminate a key revenue stream and open the door to review other in-game purchases.  (The Verge)

A social media overhaul upped Corn Nuts’ sales by 12%—with no paid support.The snack’s sales were stagnant before a new exec took over their Twitter, infusing it with the personable tone food brands have become known for (and sometimes notorious for). Since then, followers spiked from 650 to 21,000, and what they’re calling a “scrappy” strategy “absolutely translated to sales,” reporting that retail sales spiked 12% and Millennials’ repeat purchases rose the same percentage. (Marketing Dive)

The retail apocalypse continues, with 7,000 more stores closing their doors in 2019. CoStar Group estimates that the square footage of retail space closed has topped its own record each year since 2017, and this year they’re “predicting more of the same.” PayLess ShoeSource, Gymboree, Dressbarn, and Charlotte Russe lead the list of number stores planned to shutter this year, as retailers learn to scale down size and up Experiencification for young shoppers. (Business Insider

Quote of the Day: “It’s a really interesting time at the moment in catalog [music]…Sometimes, it’s a question of how we make something out of nothing.”—Tim Fraser-Harding, President, Global Catalogue, Recorded Music at Warner Music Group (Rolling Stone)

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies