The ads that actually capture Gen Z’s attention aren’t on the social platforms you’d expect—and that can make all the difference for brands. YouTube is unlike social feeds, where it’s easy to swipe past sponsored posts in a split second, Viewers often have to watch at least part of an ad before getting to the content they clicked on.
Where Is Gen Z Watching Ads? Read More »
The reinvigorated Luddite movement (after 216 years) has some clear messaging to business leaders. The retail industry has a new, unavoidable question: If software is being engineered as an addictive consumer product, how much responsibility falls on digital platform advertisers––the biggest share of which are retailers––to mitigate consumers’ exposure to these addictive devices?
The Summer of Ludd Read More »
So many DTC companies have struggled after going public; Reformation’s IPO comes at a time when its customer base has significantly diminished, and the brand may no longer inspire the same confidence that fueled its rise. Can Reformation transcend younger consumers’ newfound negative perceptions?
Will Going Public Change Reformation? Read More »
Gen Z is turning to the comment sections for trusted product recommendations. A recommendation from a regular person is more authentic than an ad from a brand. Part of the appeal is that these unsponsored recommendations feel more genuine, less polished, and often way more entertaining than traditional ads.
Comments Drive Gen Z’s Purchases Read More »
Luxury brands are recognizing the strategic importance of cruises by investing in experiences that combine “being” with “having” in a distinctive retail environment. Cartier, IWC Schaffhausen, and Piaget offer private retail spaces, exclusive viewings, and in-suite appointments aboard Luminara, a superyacht in The Ritz-Carlton Yacht Collection.
Opportunity Knocks: Luxury-Branded Cruises Read More »
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 »
