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: “The [financial] industry has been slow to adapt to the ways in which young people want to be communicated with and to communicate with each other.”—Ian Rosen, CEO, StockTwits (YPulse)

Instagram users can now purchase products without leaving the app. The platform’s shopping tags are evolving to allow users to check out directly inside the app from about 20 retailers using saved payment and shipping information. The move doesn’t just give Facebook a direct cut of each sale, but also allows the platform to collect data that they’ll leverage in their ad targeting. Instagram’s influence over young consumers’ purchases continues to skyrocket, and according to our Shoppability trend, 72% of Gen Z & Millennials are open to buying products on social media. (Recode)

Disney and MAC Cosmetics are debuting a nostalgic makeup line for Aladdin fans. The Disney Aladdin collection features lipstick, an eyeshadow palette, and bronzer in jewel and metallic hues that Princess Jasmine might wear with her bright turquoise outfit. The partnership is part of the lead-up to the live-action Aladdin’s debut, and isn’t MAC’s first time introducing fans to whole new worlds of Disney-themed cosmetics. In the past, they’ve also released Cinderella and Disney villains-themed lines. (Teen Vogue)

Google announced their ambitious plan to become “the future of gaming:” a cloud-based streaming service called Stadia. Gamers will be able to play across device (phones, TVs, tablets, etc.) without waiting for the title to load in a YouTube-connected setting. That means viewers can instantly play titles featured in videos and stream their own gameplay to YouTube—which could challenge industry leader, Amazon-owned Twitch. The Netflix-like service is set to launch this year. (The Verge)

Instagrammable dim sum is going global. The craze stared in Hong Kong, where Social Places serves up bao made to look like tiny pigs and charcoal custard bao filled with “a thick liquid that oozes out like lava,” introducing three or four new incarnations each month to keep customers coming back. Meanwhile at Disneyland Hong Kong, Crystal Lotus customers dine on buns that look like their favorite animated characters, including Frozen's Olaf. In the U.S., San Francisco’s Chili House and New York’s RedFarm are some of the first to take on the trend. (Bloomberg)

Netflix’s next choose-your-own-adventure series lets viewers chart Bear Grylls’ journey through the wilderness. Soon, Netflix viewers will have the chance to become outdoors experts from the comfort of their couches, as they make the survival show celebrity’s choices as he traverses tricky situations. Grylls himself says that he’s “giving viewers an all-access pass to explore the world and its landscapes in my boots” and that “For the first time, my survival is in your hands.” (THR)

Quote of the Day: “One of the biggest myths about Millennials is that they do not want to engage with human beings, especially if a chatbot, app, or a website can be deployed.”—Xiomara Lorenzo, Director, Society of Grownups (YPulse)

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