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Coach is going on tour with Spotify.

Sep 22 2026

Coach is going on tour with Spotify. To promote their Tabby bags, the brand has released four videos starring their Gen Z ambassadors Elle Fanning, PinkPantheress, SOYEON, and Lilas and Shan Yichun, with Fanning driving a bus to pick up the other celebs on the way to a concert. The special-edition bags are inspired by each of these young celebs and can be personalized with a concert ticket charm. While once upon a time a luxury fashion campaign would have ended with those videos, to appeal to Gen Z the brand is working across platforms and in person, integrating music throughout. Their “Courage Frequency” platform uses listening history to sort visitors into one of six “Courage signs” (like “Unhinged Optimist” and “Chronic Feeler”) and provides a customized playlist catering to those music tastes. The bus in the films is being used in an IRL Tabby Tour activation with live music and artist meets stopping in the U.S., U.K., Japan, and South Korea through 2027. (ContentGrip)

👀 Read more from YPulse: The Top 12 Luxury Brands Gen Z Wants to Own

Gen Z is investing earlier but still feeling financially behind.

Sep 22 2026

Gen Z is investing earlier but still feeling financially behind. According to a survey conducted by U.S. Bank, Gen Z is investing at an earlier age than previous generations—around 19-years-old compared to 32 for Boomers. However, 62% of Gen Z said they struggle to make financial progress, and 56% said they did everything “right” but aren’t where they hoped to be financially. Because of this setback feeling, the study reports 62% of Gen Z and 61% of Millennials believe the stock market is a more realistic path to wealth than owning a home, compared to 45% of Boomers. And many among these gens are diversifying their portfolios: nearly half of Gen Z say newer investment options such as cryptocurrency are more appealing than traditional investments. One third are either curious about or would consider using prediction markets as part of their wealth-building strategy, though the majority still believe traditional investing gives the best return long-term. (U.S. Bank)

👀 Read more from YPulse: Gen Z Is Investing In Crypto As Much As Stocks

In other news…

Sep 21 2026
  • Crocs is one of the best-selling brands on TikTok Shop, thanks to their Gen Z and Gen Alpha-focused social strategy
  • The number of apps parents need to keep track of school and extracurriculars is getting on their nerves
  • Horror-mania continues: the new Resident Evil made more money opening weekend than the 2002 version’s entire run

Walmart wants to become a cooler place to shop for Gen Z.

Sep 21 2026

Walmart wants to become a cooler place to shop for Gen Z. Walmart’s U.S. fashion team’s efforts to win the elusive “cool” label have been hard to miss on social media. On TikTok, Walmart fashion recommendations are popular, whether it’s their $45 cashmere sweaters or $25 beaded bags that look like they cost way more. But while apparel is now one of their fastest-growing categories, they’re still struggling to overcome a big hurdle: their “deeply uncool reputation.” After years of unsuccessful trendy collabs, Walmart is taking a new approach to attract young shoppers by hiring designers from places like Target and Gap (!!), refreshing their in-house brands, bringing in outside labels, and leaning into dupes (hello, Walmart Birkin). However, it’s worth noting that YPulse data shows Walmart is already one of the coolest places to shop for clothes according to young consumers. (The Cut)

👀 Read more from YPulse: In College Students’ 15 Favorite Fashion Brands, Walmart is Number Four

Livestreams are dominating TikTok Shop luxury sales.

Sep 21 2026

Livestreams are dominating TikTok Shop luxury sales. According to the app, 94% of U.S. luxury resale revenue on TikTok Shop comes from Lives, and luxury resale grew 400% year-over-year. (YPulse’s 2025 prediction that livestream shopping was about to break through in North America continues to be proven true.) Sellers like Fashionphile and Rebag host multiple Lives a day, showing the details of their high-end products, flaws and all, and the comment sections are full of loyal viewers. To prevent counterfeit sales, luxury sellers on the platform need to be invited to participate, and work with one of TikTok’s authentication partners. The rise of luxury shopping on TikTok is yet another way that luxury products and prices are being redefined for Gen Z and Gen Alpha—buying secondhand luxury products like handbags and watches from livestreams on an app further democratizes the once extremely exclusive category. (Digiday)

👀 Read more from YPulse: We Called It! 6 Predictions YPulse Got Right This Year

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