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 actively avoid discussions of TV shows.”—Male, 31, MI

Networks are launching an onslaught of new streaming services to compete with the likes of Netflix and Hulu. CBS, Disney, and now Warner Media are hopping on the bandwagon to compete for young cord-cutters' viewing time. The digital switch makes sense, considering 74% of 13-36-year-olds told Ypulse they watch Netflix weekly, versus 33% who watch cable weekly. But one eMarketer analyst predicts this over-saturation in the streaming wars will lead to “a shakeout," in which companies will be weeded out unless they consolidate their offerings. (THR)

Macy’s is putting virtual reality in 90 stores, with the “largest VR rollout in retail history.” Shoppers can don HTC Vive VR headsets to create 3D floor plans, design their living spaces, deck them out with Macy’s furniture, and then take a step inside of the room. The retail tech enables smaller Macy’s stores to offer a lot more inventory to shoppers, and follows in the footsteps of other reality-bending home décor brands. And, according to Macy’s, VR sales were 60% higher than regular sales in their three pilot stores. (MediaPost)

Prada is plotting a comeback among young consumers. They’ve been slow to adapt to digital, but now the luxury company is emphasizing Instagram and aiming to grow their online sales, which were just 5% in early 2018. While investors applaud Prada’s dive into digital, they also believe the brand needs to shutter several stores—not just to increase “profitability” but to create “the illusion of scarcity.” Prada also has to recover from being late to the luxury streetwear game. (Bloomberg)

Some teens are opting for technical school over four-year universities. At Queens Tech, high schoolers are trained to take on non-desk jobs, like being an electrical engineer or working for public transit companies. Earning a high paycheck that isn’t chipped away by student debt is helping to overcome the societal stigma of skipping college. According to one Queens Tech student, “If you’re a construction worker, you may get paid the same as a doctor, but you don’t look as good.” (Vice)

Don't expect to see macho men and swooning women in grooming brands' latest ads. Instead, companies across the industry are toning down the machismo for Millennial & Gen Z males. Some are blurring gender lines, like Dollar Shave Club, whose “Get Ready” spots debunked stereotypes by not just casting straight, cis males. Other brands are betting modern men are more in touch with their emotions, like Gillette, who shared the touching story of a man’s son becoming an NFL linebacker, despite missing one hand.
(Ad Age)

Quote of the Day: “[Zendaya] is such a beautiful human being and I grew up watching her on the Disney Channel.”—Female, 18, TX

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