The Body-Positive Brand Building A Cult Following

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

Lively has built a cult-following for their body-positive intimates brand, and the digital-first company just opened an in-person store to connect with their community in person…

Backlash brews quickly when young consumers feel something goes against their body positive outlooks. Just take the time that Kim Kardashian West experienced backlash from her followers and the entire internet after posting an #ad for appetite-suppressing lollipops from Flat Tummy Co—but she didn’t seem to learn her lesson since she’s landed on the viral list once again for a similar offense.

The story goes to show that the court of public opinion is quick to condemn anyone who doesn’t take their commitment to self-love and inclusivity seriously. And that goes double for brands, especially in the intimates category. Victoria’s Secret has struggled to move into modern times, and it’s biting into their bottom line. Fashionista reports that sales were sluggish all through 2017 and into 2018. Moving beyond the infamous “formulaic annual fashion show” and aligning with young consumers’ body positive mindsets could put them on the road to reclaiming their former glory.

But of course, there are plenty of other brands looking to claim their crown before they can rebound. In fact, the New York Post reports that Aerie reported a lift in sales last quarter, and it could be coming directly out of Victoria’s Secret Pink’s bottom line. While Aerie’s revenue spiked 38% year-over-year, Pink’s growth has stagnated. Using real, unedited models is the underwear line’s claim to fame, and they’re not the only ones using body positivity as a core message.

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingLively has taken a unique approach to intimates by blending the everlasting athleisure trend with comfortable, size-inclusive lingerie, calling it “Leisurée.” The brand that…

 
 

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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

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