Ypulse Essentials: Apple's Steve Jobs Steps Down, Department Stores Are Digital Leaders, Selena Gomez' Fan Inspired Fragrance

Apple, the hottest brand among Millennials, is changing hands (Steve Jobs — one of the most visionary leaders in marketing and technology — has stepped down as the company’s CEO, and Tom Cook, the former COO, will take his place. We have Jobs to thank for some of the most influential products today including iTunes, the iPod, iPhone, and the iPad, so what does this mean for the future of Apple? Not much…he’ll still be very involved and the company probably won’t change. In other tech news, children rarely watch TV without using other devices simultaneously. In fact, according to a UK survey, they use up to five screens at a time!) (NY Times) (Huffington Post) (The Telegraph)

- Department stores have high digital IQs (because of their impressive social media strategies, sleek site designs, and engaging mobile campaigns. Macy’s ranks as the most digitally driven retailer, followed by Victoria’s Secret, Nordstrom, and Sephora. To remain digitally-savvy, however, brands should institute F-commerce, so customers can purchase products directly on Facebook. In other fashion news, teenagers prefer brands that value self-expression and aspiration, rather than ones with homogenous styles. They like to customize clothes and reflect their own values) (WWD) (Customer Management IQ)

- Rather than just creating another celebrity fragrance (since there clearly aren’t enough of those already, Selena Gomez has a smart strategy: she’s letting fans pick her perfume. They’ll vote online for their favorite ingredients and the most popular ones will be mixed together. She’s also giving away free samples to the first 50,000 people who vote. Between the customization, online engagement, and rewards, this has all the makings of a successful marketing campaigning. We wonder if it will do…


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Millennial News Feed

Quote of the Day: “For Halloween, I’m dressing as Angelica from Hamilton (dress in period clothing and write unsatisfied across my chest).”—Female, 26, MA

Amazon is on track to take over the apparel industry. Their clothing and accessory sales are expected to grow by 30% next year, surpassing Macy’s apparel sales to make them “the biggest apparel seller in the U.S.,” according to a new report from Cowen & Co. The site has ramped up fashion efforts in recent years by launching private label brands, and sponsoring fashion week. Although respondents in a recent shopper survey did not rate Amazon Fashion highly in “site personalization and ease of use," they did mention the convenience and free two-day shipping of Amazon Prime as the biggest draw. (Business Insider)

In just 15 months, Tasty has not only become the driving force behind BuzzFeed video, it has also become one of top three publishing brands on Facebook. According to an analysis by Tubular Labs, in the last three months Tasty’s Facebook videos averaged 22.8 million video views in just the first 30 days, while BuzzFeed’s main Facebook page only averaged 4.7 million in the same timespan. Known for their “overhead shots of hands assembling delicious, bizarre and everything-in-between recipes,” the brand has recently expanded to include celebrity chefs in the mix. (Digiday

Millennials’ desire for convenience is leading the food delivery revolution. According to Mintel, Americans are increasingly choosing to order in than go out, and 45% of U.S. adults have ordered food delivery in the past three months. That percentage increases to 69% among 18-34-year-old males who live in urban areas, with Millennial women not too far behind at 58%. Among all respondents, the top reasons for ordering in were to catch up on TV shows and movies (41%) and eating alone (25%). (St. Louis Post-Dispatch)

Bordeaux is releasing a new video series to make itself seem approachable and less stuffy to young drinkers. Beyond Bordeaux is a 10-episode YouTube series where the founder of a food magazine visits the best BYOB restaurants to drink Bordeaux wine at, from “neighborhood pizza places in New York to taco joints in L.A. to sushi spots in Chicago.” The brand wants to shed its exclusive and expensive image, and show Millennials their wine can be fun, affordable, and accessible. (Adweek)

Disney and the Los Angeles County Museum of Art are pairing fairytales and fine art for a “fresh” Snapchat campaign. In bi-monthly stories that will be featured on both Disney’s and LACMA’s accounts, the duo will visually retell classics like Beauty and the Beast using works of art and hand-drawn overlays. Disney calls the partnership, “a natural way to add a little magic to art and storytelling to reach a new generation of art and Disney fans alike." LACMA has been using Snapchat since 2014 to playfully highlight and spread awareness of their artwork, winning a Webby for their efforts. (Ad Age)   

Quote of the Day: “For me being an adult means being entirely independent. I pay my own bills, make all decisions in my life, and feel very in control.”—Male, 20, NY

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