Fashion & Style
- Oct 10 2019
Fashion and beauty brands are working with TikTok influencers to reach Gen Z.
Fashion and beauty brands are working with TikTok influencers to reach Gen Z. Uniqlo, Calvin Klein, Aeropostale, and Ulta Beauty are just a few of the brands who have tapped popular teen TikTok users in campaigns. Brands need to be prepared for more unfiltered and “raw” content on the platform, and be willing to do some leg work to find the right partners. Currently, TikTok is telling brands with paid campaigns what type of content is performing well, as well as what influencers they might want to work with—but just starting to establish the tools to reach out to the young creators. (Glossy)
- Oct 08 2019
Forever 21’s fate was sealed by a generation of young shoppers who crave individuality and know how to get it affordably outside of fast fashion stores.
Forever 21’s fate was sealed by a generation of young shoppers who crave individuality and know how to get it affordably outside of fast fashion stores. The brand may have “underestimated” Gen Z’s sophistication and shopping preferences, failing to understand that these young consumers aren’t as impressed by cheap prices when they have access to millions of discounts and deals online. Competitors like FashionNova and ASOS are more digitally sophisticated without being “weighed down” by brick-and-mortar, and secondhand shopping apps are stealing even more of young consumers’ budget. YPulse’s brand tracker has shown that Forever 21’s momentum with 13-30-year-olds has declined steeply in the last year. (Business Insider, The Atlantic)
- Sep 25 2019
Sandy Liang and SpongeBob just came together for an unlikely high-fashion collab.
Sandy Liang and SpongeBob just came together for an unlikely high-fashion collab. Nostalgic, well-off Millennials can now relive their childhood with a $160 tee featuring the full squad of SpongeBob characters, or at least the main four. And to make it meta, the characters themselves are wearing Sandy Liang designs, with SpongeBob rocking a signature shearling piece in the colors of a Krabby Patty. In the ultimate high-low moment, the shirt made its debut on the NYFW runway alongside other whimsical designs. (Teen Vogue)
- Sep 20 2019
Millennial nostalgia and VSCO girls have made puka shells popular again.
Millennial nostalgia and VSCO girls have made puka shells popular again.Retailers like Free People, Urban Outfitters, and Madewell all stock them, and now that young shoppers don’t have to take a trip to Hawaii, more are saying “Aloha” to them. Of course, the accessory has had its ups and downs. Puka peaked in the ‘70s and ‘90s but became “tragically uncool” not too long ago. Then, so-called VSCO girls made them a key part of their social media style, alongside Hydroflasks and scrunchies. (Vox)
- Sep 17 2019
An NYC bodega on the brink of closing is having a second life as a streetwear brand.
An NYC bodega on the brink of closing is having a second life as a streetwear brand. Gen Z & Millennials love to rep their favorite food Brandoms, and the fashion trend has taken over streetwear. Gem Spa is profiting from the fad; in a last-ditch effort to keep their doors open, the bodega known for inventing the egg cream created vegan versions of their iconic drink, stocked kombucha and cold brew, and made some merch. The third attempt has become an unexpected success, as more hypebeasts seek obscure apparel to up their clout. (Eater)
- Sep 17 2019
Seeing their own diversity reflected back to them is a major desire of young consumers—so which brands are succeeding in their eyes? We looked to our brand tracker to find out… We call Gen Z…
- Sep 06 2019
Forever 21 is having a really bad week, Cadbury’s “diverse” chocolate bar deemed a marketing misstep, Lizzo is topping the charts, and more viral moments sweeping the web this week…
- Sep 04 2019
A running apparel brand has gained a cult following for being the “anti-Nike.”
A running apparel brand has gained a cult following for being the “anti-Nike.”Tracksmith sells high quality gear that the founder says doesn’t make wearers look “like power rangers,” and instead of targeting expert runners, they appeal to those taking their first steps or signing up for 5ks. But they’re not just selling minimalist gear—they’re building a community through IRL experiences, like tri-weekly community runs at their Boston store. Tracksmith is also expanding their reach via social media and pop-ups that coincide with local marathons. (Digiday)
- Aug 27 2019
Plants are having a moment in Millennial fashion.
Plants are having a moment in Millennial fashion. Being a plant parent is trending, and fashion brands are incorporating young people’s green thumb into their designs and stores. Mr Porter sells a $995 “gardening set,” a Fendi model walked the Milan Fashion Week runway holding water cans as accessories, and Céline stores are filled with ficuses. The trend goes in reverse, too, with plant stores selling botanical apparel: The Cactus store sells shirts in addition to succulents, and the Cactus Plant Flea Market’s has a hat embroidered with one simple word: “Plant.” (WSJ)
- Aug 22 2019
A tongue-in-cheek streetwear drop from McDonald’s appeals to young consumers’ love of ironic fast food fashion.
A tongue-in-cheek streetwear drop from McDonald’s appeals to young consumers’ love of ironic fast food fashion.They’re hyping new Spicy Chicken McNuggets with a self-aware line of apparel called “Schnuggs,” served with a side of social media self-mocking to promote it. The campaign will run across Instagram, Facebook, Twitter, and YouTube, have a designated Snapchat filter, as well as be a part of a series of GIFs and digital stickers. You can also see creative assets IRL as part of out-of-home ads. (Marketing Dive)