A lot of companies think that loud and messy and customizable and, honestly, an unserious aesthetic proves a human actually made it. Packaging with the low-fi, Nickelodeon slime-esque aesthetic of hyper goo maximalism is the perfect in-group signifier to make next gen impulse purchases move.
Decoding Hyper Goo Maximalism Read More »
The boom and bust of Korea’s AI-fuelled financial markets could be foreshadowing a wider global meltdown. The way its digital natives are dealing with their reversed fortunes could also be a leading indicator of how the rest of the world’s consumers will cope.
H&M’s pivot toward ongoing partnerships with niche designers and independent collectives marks a fundamental shift in its retail strategy: it’s sustained cultural relevance over short-term noise. While legacy luxury houses often struggle with agility and genuine relatability, independent creators hold the cultural trust that big brands crave.
H&M’s Subculture Collabs Read More »
TikTok Shop has become the ideal environment for this shift toward affordable luxury because it combines product discovery, education, entertainment, and purchasing into a single experience. Creator reviews, tutorials, and product demonstrations help consumers justify purchases that feel aspirational without carrying a luxury price tag.
TikTok Shop: Little Luxury Treats Read More »
Behind-the-scenes-footage (BTS) chips away at the ‘us versus them’ aspect of the production and marketing funnel by inviting customers into the creative process. It can also justify the cost of a product, as it enables customers to see the craftsmanship and premium materials that go into making it. Whether the final product is a physical dress or a photo shoot, BTS is helping brands craft intentional narratives.
Trendwatch: Behind-the-Scenes Video Read More »
Golden Goose describes itself as a “Next Gen global luxury company,” a positioning that aligns with broader shifts in luxury consumption. Intrinsic experiential value, personal fulfillment, and sustainability are among the most important factors influencing Gen Z’s willingness to engage with luxury brands.
Golden Goose Gets Gen Z Read More »
For many retailers, removing fitting rooms would risk customer frustration and dissatisfaction. However, Brandy Melville has never operated like most retailers. Detached and apathetic customer service is intrinsic to the brand. Oddly, its success suggests that shoppers are willing to tolerate inconveniences and blatant disregard as a trade-off to be part of an inner circle. Abusing customers to earn loyalty is a unique approach.
Brandy Melville Is a Gen Z Outlier Read More »
We’re entering an era in which resellers compromise apparel value, rather than enhance it.
Customers are competing for repurposed goods, but their intentions go beyond looking cool at their next dinner; they intend to resell when they’re done with them. Professional resellers are also vying for top-notch goods.
How Professional Resellers Are Killing the Circular Economy Read More »
Recent headlines say Gen Z believes cash is no longer “cool” to use and that they’re all about digital payments. But many Gen Z still use cash regularly, especially teens. Debit cards and mobile wallets are even more popular, far outpacing those who use credit cards.
Is Using Cash Cringe to Gen Z? Read More »
The new Marc Jacobs Beauty line sold DTC through the Marc Jacobs website, and Sephora feels like the odd man out in the beauty industry. Its playful maximalism and bright colors go against the grain of the market nowadays, and at a time when both Coty and prestige cosmetics are under significant pressure, the venture isn’t just the reinvention of a makeup line, but a big gamble for everyone involved.
Marc Jacobs Beauty: The Comeback Kid Read More »
