Fashion & Style
- Jul 30 2020
Streetwear resellers are getting on TikTok to reach young customers—and big brands need to follow suit.
Streetwear resellers are getting on TikTok to reach young customers—and big brands need to follow suit. Streetwear resale brands like GOAT and apps like Bopdrop have been working hard to be seen by young consumers on TikTok. GOAT has nearly half a million followers and regularly collaborates with popular creators like Michael Pelchat and Tony Lopez, both of whom have millions of followers of their own. Meanwhile, StockX has more than 60,000 followers thanks to product showcases and tutorials on the app. And when Stadium Goods joined the platform in November, they started posting content and instantly saw “positive results” in their audience growth and engagement, amassing more than 50,000 followers in just a few months. While bigger brands like Nike, Adidas, Champion, and Louis Vuitton have made accounts, they have a much smaller presence, and aren’t utilizing the app as much as they could. (Glossy)
- Jul 29 2020
Old Navy and PopSugar are debuting a gender inclusive tween clothing collection.
Old Navy and PopSugar are debuting a gender inclusive tween clothing collection. Despite an uncertain back to school shopping period, the clothing retailer is partnering with the lifestyle publication to launch “PSxON,” a “tween-leaning” clothing line aimed for 10-13-year-olds who want to “feel confident, channel kindness, and make a statement for whatever back-to-school looks like this year.” The limited-edition line of “inclusive styles” includes athleisure wear, denim essentials, and graphic t-shirts full of “vibrant colors” and inspirational phrases like “Make The World A Better Place.” The intent of designs is to “help them feel comfort during a year of change.” (Tubefilter)
- Jul 28 2020
Despite a “somber” back to school period, brand marketing reaching Gen Z has its “silver linings.”
Despite a “somber” back to school period, brand marketing reaching Gen Z has its “silver linings.” We told you how students and parents are feeling about back to school shopping this year and despite the uncertainty, retailers remain optimistic. But they are taking different marketing approaches, skipping “typically sunny seasonal fare” to address current issues affecting today’s teens. JanSport’s #LightenTheLoad campaign has been focusing on ways to support Gen Z’s mental health. Meanwhile, Old Navy launched a campaign starring young Black activists, while also promoting their tween-focused, gender inclusive apparel collection in collaboration with PopSugar. American Eagle also released a remotely produced campaign featuring TikTok stars, and created a new active lifestyle sub-brand through Aerie that is oriented around health, wellness, and body positivity. (Marketing Dive, Sourcing Journal, Glossy)
- Jul 28 2020
Thanks to COVID, “omnipresent” virtual influencers are in high demand.
Thanks to COVID, “omnipresent” virtual influencers are in high demand. Sure, the pandemic has impacted influencer marketing and as brands figure out ways to adapt to the industry’s shifting landscape, virtual influencers just might be another solution for them. Many travel influencers have had to pause their partnerships and content due to lockdowns and restrictions, but companies that create computer generated influencers, like Brud, The Diigtals, and Genies, have seen a surge in business. Since these types of influencers can go “anywhere, anytime, without having to adhere to any social distancing and stay-at-home orders,” brands have been showing an increased interest in incorporating them into their marketing. For instance, notable virtual influencers Shudu Gram and Lil Miquela have been completing projects “as usual” teaming up with brands like Givenchy, Samsung, Prada, and Calvin Klein. (Digital Information World)
- Jul 27 2020
A new Syfy show is making merch “shoppable” for viewers.
A new Syfy show is making merch “shoppable” for viewers. As shoppable TV starts to get attention, NBCUniversal’s Syfy’s “SyFy Wire After Dark” is turning a special broadcast into a shopping session. Viewers will be able to purchase graphic novels, sunglasses from goodr, and merch based on DC characters from Superman and The Sandman by scanning a special code displayed on screen that activates NBCUniversal’s “Checkout” tool. The “interactive shopping experience” will run on Syfy’s digital, editorial, and social platforms and the network is planning to expand their “Checkout” experience to a weekly shoppable editorial series on Syfywire.com. (Variety, Marketing Dive)
- Jul 27 2020
Gen Zs who “can’t afford real life yet” are into an “ironic brand aesthetic.”
Gen Zs who “can’t afford real life yet” are into an “ironic brand aesthetic.” According to retail data analytics company Edited, a new subgroup of Gen Z consumers are projected to heavily influence the fashion industry. “Carly” (i.e. those who “can’t afford real life yet”) has yet to gain spending power due to their young age, but love memes and believe they have the power to “make change.” They tend to gravitate toward brands with “tribe-like” followings like Kith, Madhappy, Parade, and Starface, and expect ethical transparency from them. They’re also very into bold, cheerful colors and the “ugly” aesthetic. Carly joins the ranks of other Gen Z subgroups like VSCO girls and the Cottagecore crowd. (Sourcing Journal)
- Jul 24 2020
More virtual shopping apps and tools are on the way.
More virtual shopping apps and tools are on the way. Young consumers continue to create retail’s new reality and accelerate the social shopping trend, and companies are quickly developing apps to cater to their needs. Google is launching Shoploop, a video shopping platform that will let shoppers discover, evaluate, and buy products in one spot. Videos will be shorter than 90 seconds and feature reviews from people who are knowledgeable about the items. It’s described as a “modern telemarketing channel” that offers opportunities for brands to promote their products in a different environment while adding an “entertainment factor” to the shopping experience. Meanwhile, founders of fashion search engine The Urge are releasing Shnap, a visual search tool that wants to be the “Shazam for shopping.” Users will be able to take their own photos and upload them to find what kind of outfits they’re looking for. (Sourcing Journal)
- Jul 24 2020
Big stars aren’t focusing on music anymore—they’re going where the money is.
Big stars aren’t focusing on music anymore—they’re going where the money is. Sure, Rihanna and Kanye West may be known for their music, but with the launch of Fenty Skin and a Yeezy Gap collection, it’s clear artists are looking for revenue beyond just dropping new songs. For example, while Chance the Rapper was working on his album, he bought a local news site and was advocating for education in Chicago. Rapper A$AP Ferg collaborated with Tiffany & Co. as a brand ambassador, while Post Malone sold rosé. The economics of the industry is shifting as “streaming isn’t lucrative in the way that CDs once were,” and music is no longer a standalone art, but has instead become more a “promotional tool.” For many, creating new albums has become “less important” than leveraging fame to launch their own brands and reach fans in new ways. (WSJ)
- Jul 22 2020
As young people continue to change activism, these brands are making supporting the causes that matter to them central to their mission…