The ‘90s May Have Saved Urban Outfitters: The Friday Don’t Miss List

The ‘90s are still all that (and Urban Outfitters is happy about it), the latest tech is now for rent, gamifying financial responsibility for Millennials, and more news to know about young consumers…

1.The ‘90s May Have Saved Urban Outfitters  

In 2014, we asked Millennials which decade had the best culture, from music and movies, to clothing and cars, 46% of 13-32-year-olds, and 50% of 18-32-year-olds, said the ‘90s. Years later, the ‘90s revival is still going strong—if you need proof, just check out a Millennial or teen’s closet. Don’t miss how Urban Outfitters may have gotten themselves back on track by cashing in on the nostalgia trend. After years of decreasing sales, the retailer has experienced a 5% spike on the heels of their “'90s-tinged collaborations” with classics like Calvin Klein, Adidas Originals, Fila, and Wrangler. Targeting 18-28-year-olds, their new strategy is “offering customers product[s] he or she can’t get anywhere but Urban Outfitters," and teaming up with brands that “get” their young (nostalgia obsessed) consumers.

2. Tech For Rent

Millennials’ Less is More mentality is driving the growth of rental services that offer everything from furniture to clothing. Don’t miss how the trend is even pushing into the tech sector. Grover is a startup renting out smartphones, laptops, wearables, and more for a monthly fee, telling customers to “Buy Less. Experience More.” The tech rental service offers 13 categories of products, including devices that have only recently hit the market. (Think smartwatches and VR headgear.)


3. Credit Scores Get Gamified

Millennials are not the most financially secure generation, and their aversion to financial advisors isn’t helping matters. New research on marketing financial services to Millennials has found that the industry…


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

The Newsfeed

Quote of the Day: “I like playing and talking about [Animal Crossing] with other people. It's nostalgic for me since I've been playing games from the series from a young age.”—Female, 22, PA

Which brands had the most YouTube subscribers in 2018? In media, Warner Bros. topped the list with 6.4 million subscribers, followed by BBC and ESPN. Apple beat out last year’s winner for tech PlayStation, while Red Bull and Ford remained the reigning champs of food and beverage and automotive, respectively. Finally, Nike was first place in the clothing category for the second year running, with 30,000 more subscribers than their closest competitor, Adidas. (Tubefilter)

A “Little League for esports” is fostering future esports stars—and fans for life. Super League Gaming is bringing some much-needed organization to youth competitive gaming, building teams of young Minecraft, League of Legends, and Clash Royal players, helping them train and compete. But the program isn’t just for the next Ninja; just like traditional sports, kids get a sense of community among like-minded friends. (AP News)

Nielsen reports that Millennials actually consume less media than older demos, but more of it is digital. While the average adult consumes over ten hours of content a day, 18-34-year-olds spend less than eight hours with media. And the heaviest smartphone users are 35-49-year-olds, who spend 20 minutes more each day on average with their phones than Millennials. However, the younger demo does spend 44% of their media time with digital devices, more than older demos that spend more time with TV as they age up. (THR)

Vitaminwater is wagering $100,000 that you can’t give up your smartphone for a year. Contestants have to disconnect from internet-enabled devices where “texting is a pleasant experience” for 365 days and post a pic to Twitter or Instagram explaining why they need the digital detox. And when the year’s up, they have to prove it. Considering that 65% of 13-36-year-olds told Ypulse they would be unable to unplug from their smartphones for a week, earning that $100,000 may be harder than they know. (Fortune)

Hard seltzer revenue skyrocketed over 400% over the past 18 months. White Claw leads the way for the category with top-of-the-results organic search (they’re the number one Google result for “hard seltzer”) and a social media presence that focuses on health and wellness-related imagery. Sparkling water is already one of Millennials’ favorite things to drink, and its hard version could rise through the ranks of their top alcoholic beverages. (Gartner)

Quote of the Day: “People call [video game culture] nerdy but I see nerdy as a positive connotation.”—Female, 28, MA

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