YAB Review: “The Carrie Diaries”

Today's post comes from Youth Advisory Board member Maddie, 18, who's been following the new series "The Carrie Diaries", on the CW network. The series is a prequel to "Sex and the City" and follows the character of Carrie Bradshaw during her junior year of high school in the early 1980s. Originally a novel by the author of "Sex and City", Candace Bushnell, the young Carrie asks her first questions about love, sex, friendship and family while navigating the worlds of high school against the backdrop of Manhattan.

YAB Review: “The Carrie Diaries” 

To say that “The Carrie Diaries,” The CW’s prequel to “Sex and the City,” had big Manolo Blahniks to fill would be an understatement. Fans of the original show, myself included, have six captivating seasons and two movies to compare this to. While it could have easily gone sour fast, a la so many prequels and sequels before it, “The Carrie Diaries” has proved itself in the five episodes aired thus far as a tantalizing glimpse into Carrie’s early life. We have seen her first kiss, her first bad-boy relationship, and best of all, her first adventures in New York City. The show follows Carrie as she splits her time between an internship in the city and attending high school in her hometown of Castlebury, CT, while also juggling friends, a rebellious little sister, and the grief that accompanied the recent death of her mother.

While the show has received mixed reviews so far, what the critics seem to be holding on to is the fact that it’s not an exact replica of its predecessor – but that is not how the show should be viewed. Yes, there are obvious discrepancies – I sometimes find myself wondering what happened to Dorrit and wasn’t Carrie’s father the missing parent? But these details do little to detract from the show’s appeal. Viewers will…

 
 

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“I want to work for myself so that I can have more flexibility and be my own boss. I have an online business.”
—Female, 16, FL

Fast fashion is only getting faster as Asos & Boohoo outpace industry front-runners, Zara and H&M, moving clothes from concept to sales floor in less than four weeks. These up and comers’ fast paced supply chains, coupled with millennial-minded tactics and strong social media presences, are driving a 30-35% expected sales growth for Asos and 50% for Boohoo. A major contributor to Boohoo’s profit margin is its army of celebrities, bloggers, and other influencers who promote its clothing across Instagram. Zara and H&M, meanwhile, saw slowing YOY sales growth; H&M has admitted its need to speed up and announced plans to change its supply chain accordingly. (QuartzThe Guardian)

A new Doritos bag will be loaded with the entire Guardians of the Galaxy 2 soundtrack, via a built-in cassette player. A limited number of the “Awesome Mix” soundtrack bags will be available on Amazon tomorrow, and influencers will be activated to take the bag to surprising locales and sing a song of their choice. Fans will also be invited to go to custom pop-up recording booths, record their track, and upload it to social media for a chance to win prizes. Thanks to social media posts and unboxing trends, packaging has the potential to become a spotlight stealer, and brands are thinking outside the box to make packaging as interesting as the product. (Creativity)

Apple wants to be Gen Z’s Starbucks. The brand is reimagining stores to encourage teen hang out sessions, rebranding the Genius Bar as the Genius Grove, and aptly adding some foliage to the space. The start of a series of educational sessions next month will also bring in photographers, artists, and musicians to teach lessons and in some cases, perform concerts. Apple’s head of retail says of the effort: “I’ll know we’ve done a really, really great job if the next generation, if Gen Z says, ‘Meet me at Apple. Did you see what’s going on at Apple today?’” Ypulse’s Experiencification trend explored the fact that more retailers are looking to turn stores into social spaces to attract young shoppers. (QuartzApple)

Coachella has become a profit powerhouse, with earnings of $94 million last year, and nearly half of all attendees are 18-34-years-old. Brands have been looking for any way to activate their spending power through the event—including influencer marketing, which reportedly earns an estimated $6.50 for every $1 spent. This year, American Express became the first official credit card of the prodigious festival, using influencers to spread their message on-site instead of signage and “overt product messaging.” One AMEX executive emphasizes, “You can’t deny the power and reach of influencers today.”(Forbes)

Mars’ new ad has gone viral with Gen Z, thanks to the power of online celebrities. The video, promoting popular U.K. candy bar Maltesers as it launches in the U.S, features social media and YouTube stars Caspar Lee, Andrew Huang, and Dytto and has earned almost 2.8 million views in the last few weeks. The campaign encourages positivity in the face of typical “teen crises” as the influencers are shown turning #FML moments into “Fun Maltesers Life” moments. The spot is part of a larger effort, which will include distribution across social media channels, custom content creation with BuzzFeed, and a tour featuring an experiential photo-op, game play zone, and 10 million free samples. (MediaPost)

Quote of the Day: “I don't drink on a typical night, but my choice when I do have a drink is often red wine.”

—Female, 34, FL

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