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: “[Animal Crossing Pocket Camp is] free to play, but it's loaded with a lot of content. It's super cute and relaxing.”—Female, 32, IL

PepsiCo needs to think small to compete with indie brands. Their new unit, The Hive, will be “a small entrepreneurial sort of agile group” to foster smaller brands and create new brands based on emerging trends. Unsurprisingly, The Hive is a response to consumers (ahem, Millennials) who are “demanding” healthier products and championing smaller labels. We continue to see big brands adopt startups, and startup thinking, as they navigate today’s competitive landscape. (Fortune)

Millennials and Gen Z are going to “extreme lengths” to share streaming passwords—and major platforms are losing millions. Magid research indicates that 35% of 21-35-year-olds and 42% of those younger than 21 share streaming service passwords, compared to 19% of Gen Xers and 13% of Boomers. One particularly amusing anecdote: the 20-something who uses the HBO Go login of a one-night stand from 2013. Though Netflix and HBO have both said that password sharing isn’t a problem, there’s no denying they are losing out on revenue—Hulu stakeholders estimated a loss of $1.5 billion yearly. (CNBC)

Wikipedia-branded streetwear has sold out. The site teamed up with LA streetwear brand Advisory Board Crystals for a “surprising” collaboration, and the resulting long sleeved tee emblazoned with “Internet Master” and Wikipedia’s puzzle logo was a success. All proceeds from sales were pledged to the Wikipedia Foundation, and the store is planning to restock “to make as large of a contribution as possible.” According to Ypulse Brandoms research, 60% of 13-35-year-olds say logos are back in style. (MashableThe Verge)

Fitbit’s new tracker is about more than just fitness. Though their smartwatch business is growing significantly faster than trackers, the brand “hasn’t given up” on their roots—and their newest model offers a range of features for wellness-focused users. While it, of course, tracks exercise and calorie burning, it also has built-in meditation, sleep tracking, and female health tracking. Since 96% of 18-34-year-olds tell Ypulse that taking care of their mental health is just as important as taking care of physical health, thinking beyond workouts could be a wise move. (Business Insider)

Amazon wants to steal away YouTube creators to bolster their own platform, Twitch. They’re reportedly offering multi-million dollar deals to influencers ranging from Gigi Gorgeous to Will Smith, hoping their large followings will follow them off of YouTube. So far, Twitch has 15 million daily users compared to YouTube’s 1.9 billion but Twitch’s SVP promises “a steady drumbeat of lots of new content.” They’re also reportedly looking to double their ad revenue in the next year, and their foothold on video games like Fortnite is sure to help. (Bloomberg)

Quote of the Day: "I love travel and finding the best deals on airfare. Hopper really helps me do that, in a simple format.”—Female, 22, FL

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