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The Biggest Challenges Facing New Brands and How to Tackle Them

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The Biggest Challenges Facing New Brands and How to Tackle Them

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NEW YORK, United States - When Rachel Comey started her namesake ready-to-wear brand in 2001, fashion design wasn't a popular career path. "The scene felt much smaller. There were fewer fashion week shows, fewer brands, no such thing as direct-to-consumer and no social media," the New York-based designer said.

Nineteen years on, launching and running a brand has become a different ballgame. The emergence of digital platforms and support from industry prizes, incubation programmes and major retailers have made room for young creatives like Craig Green and Jonathan Anderson to grow their businesses on a global scale. But a smoother entry into the market for fledgling brands also makes standing out much trickier, and even the most gifted designers aren't guaranteed a successful business. In a climate incessantly hungry for the "next big thing," pressures placed on newcomers can be invigorating at best, paralysing at worst.

"There might be a lot of opportunities for brands starting out right now," Comey added. "People crave newness, but the memory span is very short."

Below, BoF steps through the stumbling blocks most likely to derail fashion graduates and aspiring creative directors from launching a successful fashion business.
Focus on Building a Business Plan
"Nine out of ten designers I meet have no business strategy at all," said Olya Kuryshchuk, founder and editor-in-chief of 1 Granary, a platform and community for fashion graduates. "They approach their work in a very artistic way, hoping that things [will somehow] work out."

While there is no "one size fits all" way to devise a strategy, learning about cash flow, legal groundwork, VAT, shipping rules and invoicing early on can only be beneficial.

Creative Director Peter Do lacked business experience prior to launching his namesake label in 2018. He cultivated a business acumen by tapping friends for advice, listening to podcasts, and searching Google for answers. "You spend a lot more time doing admin than draping and designing," he said. "Fashion is a business, and you have to manage it tightly," added Do's Sales Director Vincent Ho.

People crave newness, but the memory span is very short.

It's important for aspiring brand owners to take a step back. Would they benefit from learning the ropes at a bigger brand first? Should they work two jobs instead of quitting their day jobs outright? Brigitte Chartrand, the senior director of womenswear buying at Ssense, recommends business administration and HR management courses, which can ready designers to lead teams and negotiate with suppliers and clients.

Kuryshchuk suggests teaming up with a partner who will be just as committed to the company; Michelle Duncan, founder of one-year-old ready-to-wear label Duncan, recommends designers seek out mentors in the industry.

Ultimately, there's comfort in the fact that a degree of naivety can work in a designer's favour. "When you know too much, you become scared of the potential downfall," Do said. "If you don't know enough, you just go out and do it."
Spend on Things You (Really) Need
It isn't unusual for a brand to lose money for a few seasons before turning a profit. As investors increasingly turn their attention away from independent labels to direct-to-consumer start-ups, designers lacking family backing can find it hard to launch, let alone stay afloat.

For a lucky few, a multitude of retailers, incubators and illustrious prizes - from Ssense to Shanghai's Labelhood and the LVMH Prize - can give an emerging designer the necessary platform, funds and recognition. But receiving a large cash injection at the outset can often damage a brand, said Kuryshchuk. "Learn to be frugal and be able to inspire and attract people around you to help and work with you because they really believe in your work, and not just because they got paid," she said.

Whether self-funded or investor-backed, the key is to make the most out of the money. For Do - who crowdsourced funds initially from family and friends - this meant opting out of $75,000 fashion shows and not hiring external PR representation.

"Try and do everything yourself first before you spend a lot of money on stuff you might not need," he told BoF. "Before you make a budget or business plan and allocate your funds, make sure you need it." Do invested in his team of 12 full-time employees (and notably, no unpaid interns), which according to Ho has kept the brand voice and vision focused.

Budgeting is different for every brand, and new brand owners should find what works for them. Duncan, for example, finds it more efficient to work with four to five partners, with whom she can consult for PR and production. She plans to bring them in-house as the brand grows. "Building a huge team right away is not always the most efficient use of your funds."
Prioritise Production
Perfecting a brand's sales and production operations are also crucial: "Making mistakes in these areas can lead to your company's closure within the first three seasons," said Kuryshchuk. "Look at it as building your core muscles before stepping on the ring to fight."

When it comes to where you make your clothes, it often helps to start small - and local. For designer Rachel Comey, keeping her cut-and-sew operations in Manhattan allowed her to produce smaller quantities and run a made-to-order business: after showing each collection, the brand goes to market, sells and tallies each unit and produces according to those orders.

Look at it as building your core muscles before stepping on the ring to fight.

"It's incredible to be in touch with the cutters and sewers and speak to them directly about every seam and every garment," she said. "You can't do that easily over long distances."

Designers need to consider production processes before actual orders start to come in - not only to meet deadlines later on, but because buyers will expect to know how pieces presented in the showroom will be made. Following stints at Phoebe Philo 's Celine and Derek Lam, Do decided to test factories and have conversations with mills a year before launching his brand. "We just focused on the clothes and where they were made. We had to book out a system before that."
Make Retail a Learning Experience
Online, offline, direct-to-consumer and wholesale options: The current retail climate can be disorientating for any newcomer.

For designers like Duncan, who signed a two-season deal with MatchesFashion ending Spring/Summer 2020, inking an exclusive partnership with a prominent retailer can protect brand equity while buying time to map out next steps. "It gives you an opportunity to test your production, make sure you deliver on time and don't deal with multiple stores, currencies, shipping rules," said Kuryshchuk, who advises against signing for more than two seasons to avoid relying on a single partner.

There's always room for negotiation. Do arranged a two-season digital partnership with Net-a-Porter, which allowed him to sell via his own e-commerce site and brick-and-mortar stores. It gave him access to vital brand feedback and resources (coined a "shipping and logistics bootcamp,") as well as the autonomy to fulfil orders from a host of stockists like and Bergdorf Goodman.

Regardless of the channels chosen, maintaining a physical or digital space for engagement is key, and can ground an independent brand's identity as it grows. For Comey, opening her first store on New York's Crosby Street five years ago gave her a priceless window into the lives and needs of her shoppers and continues to inform product development. "Everyday, I learn about my customer's lifestyle: who she is, where she's going, what her job is and how she travels," she said. "I got so much more connected to the customer and that's really huge."
Protect Your Brand
While marketing might not come naturally to every designer, a clear brand message is crucial to a business' longevity. It's as important as the product you're making, said Chartrand, and "has to be thought out from the get-go."

Protection comes first. Registering intellectual property rights needs to be done early on as it can be a make or break factor for prospective investors, or be costly down the line if disputes arise, said Carl Steele, partner and head of trademarks at Ashfords LLP. He recommends conducting global clearance searches before registering marks, and keeping records throughout the design process.

Brands should remember to pick their battles. "However successful you are, somebody will rip you off," said Steele. "But are they really causing you harm?" Designers could be billed thousands of dollars in legal fees, which could otherwise be invested in hiring a new employee. "Often it's more valuable to put it towards something else and move on."

However successful you are, somebody will rip you off.

When developing brand identity, recognise the value in a designer's personal voice and presence and keep it consistent. Chartrand lists Simon Porte Jacquemus (whose Instagram account feels both genuinely personal and aesthetically aligned with his namesake brand) as the gold standard.

Many up and coming brands target a younger consumer with high-priced products. The core of branding, said Sophie Jewes, founder and brand director at London-based PR agency Raven, which represents buzzy young brands like Richard Malone, lies in asking: "what are you going to do to command the attention of people who will buy product from you at this price point?"

Press - as well as presentations and celebrity dressing - should factor only after a strong production and sales foundation has been built - and when they do, it pays to be selective. "There are examples of brands that build a big fan base, gain lots of press coverage, and are surviving on brand collaborations, while barely [having] any sales of their own," said Kuryshchuk. "This never lasts long."
Grow Slow
There is no hard and fast rule when it comes to scaling a business, but if in doubt, take it slow. Building a strong foundation by investing time and money into business, production and sales comes before visual identity and thereafter, press.

This often comes down to taking a reserved approach to hyped-up media moments and being comfortable with saying no. "[The] LVMH prize [happens] every year," said Kuryshchuk. "If a good showroom wants to sign you, they should want you next season as well. If a stylist wants to shoot your work, they will come to you again next time."

Who designers partner with and how they maintain those relationships are also crucial for responsible growth. It is vital that brands "partner with retailers that feel authentic and that they will have a close relationship with," said Chartrand. "These relationships are quite personal and fluid communication between the two is necessary at the early stages and contributes to their long-term success."

Designers should resist the temptation to compare their brands with buzzy "ones to watch," or expect their products to fly off shelves in the first few seasons. Focusing on what they can control - keeping an eye on cash flow, committing only to feasible orders, producing quality items on time and coordinating marketing efforts to engage with followers - is more likely to attract the loyal customers and industry figures whose opinions really matter.

"Starting a brand, specifically in fashion, the highs are so high and the lows so low - it's such a pendulum shift in your emotions," said Duncan, who has experience in consulting, beauty and talent management. "You have to learn very quickly how to manage your time so you don't overextend and go crazy right away."

Focusing on personal time - limiting social media usage and connecting with people not related to work - is a time-worn, but effective, strategy. Doing so not only gives a designer room to think creatively, but cultivates trust and communication in the studio.
Related Articles: How to Fund Your Fashion Business How Fashion Brands Can Think Like a Startup

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The Biggest Challenges Facing New Brands and How to Tackle Them

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NEW YORK, United States - When Rachel Comey started her namesake ready-to-wear brand in 2001, fashion design wasn't a popular career path. "The scene felt much smaller. There were fewer fashion week shows, fewer brands, no such thing as direct-to-consumer and no social media," the New York-based designer said.

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Can Streetwear Collaborations Make Luxury Brands Cooler?

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Can Streetwear Collaborations Make Luxury Brands Cooler?

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By Christopher Morency July 5, 2017 05:27

LONDON, United Kingdom -It didn't quite break the internet, but when Louis Vuitton announced the locations of six pop-up shops that, for a limited time, would carry the luxury megabrand's Autumn/Winter 2017 collaboration with cult streetwear label Supreme, the excitement on social media was palpable. The following morning, 7,500 people in Tokyo, 2,000 people in London and 1,500 people in Sydney lined up for a chance to buy pieces from the collection. Hours later, pieces from the partnership were being resold for thousands of dollars on sites like eBay and Grailed.

The launch was swiftly followed by news of Tommy Hilfiger's upcoming partnership with ultra-cool luxury streetwear label Vetements, set to bow in September, and came just weeks after the skater-inflected label Gosha Rubchinskiy unveiled a partnership with British luxury megabrand Burberry at Rubchinskiy's recent Spring/Summer 2018 show in Saint Petersburg.

The flurry of collaborations comes as luxury spend is shifting towards Gen-Z and Millennial consumers, who are set to account for 45 percent of the global luxury market by 2025, according to management consulting firm Bain & Company, and often see fashionable streetwear labels like Supreme, Gosha Rubchinskiy and Vetements to be cooler than traditional luxury brands.

"Streetwear is completely natural for Gen-Z - it's the de facto way of dressing for them and therefore a perfect way for a luxury house to get their 'legacy' across to young consumers," says Highsnobiety founder David Fischer. "The fact that these types of collaborations are becoming the norm just shows how important streetwear is now and how tables have completely turned. We have gone from Vuitton suing Supreme to collaborating with them. We have [also] seen Burberry desperately wanting to get away from a 'chav' consumer to them presenting a collaboration with Gosha."

"High-end streetwear seems a smart place to be. Think of [brands like] Golden Goose, Mr & Mrs Italy, as well as much of the recent offer," adds Luca Solca, head of luxury goods at BNP Exane Paribas.

The moves also reflect a growing demand for newness and innovation. In a recent column for BoF, Solca also argued that today's luxury market is increasingly driven by established consumers who demand new products. "Just a few years ago, the race to win 'virgin' luxury consumers was in full swing, especially in China. But the wave has broken. Today, it is established consumers who are driving demand," he wrote. "This poses a problem for luxury megabrands because established consumers already own all the luxury icons they need - their wardrobes are full of them. Today established consumers expect novelty and innovation if they are to part with their money."

Rather than wholesale innovation à la Gucci, Solca sees capsule collections as a less risky way to provide newness. "It harnesses the wild innovation of a make-or-break charge, but confines it to carefully targeted parts of a collection, while the rest of the offering evolves along an incremental path."

Mario Ortelli, senior analyst at Bernstein, agrees. "I definitely think it's a smart move," he says. "What we're seeing in the luxury market over the past couple of years is that the consumer finds interest in innovation and unique products. When you're doing a capsule collection, you're creating something that's surprising and gets the consumer's attention," he explains. "It also allows you to minimise the risk and it doesn't dilute the brand at all if it's done in a smart way." Ortelli believes these kinds of partnerships will become more frequent.

But what is the effect on streetwear collaborators? Certainly there are some longtime devotees of Supreme who have found the tie up with Vuitton to be less than cool. Yet Fischer disagrees, seeing these collaborations as beneficial for brand credibility and exposure.

"Streetwear has been copying stuff from luxury fashion since day one, so if anything, it strengthens a streetwear brand's identity to actually go on and collaborate with a high fashion brand," he says. "But for the most part it is the luxury brands that are the ones that need credibility in the streetwear space, not the other way around."
Related Articles: The Newness Imperative: Innovate or Fade The Vetements Effect Gosha Rubchinskiy Collaborates With Burberry

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Can Streetwear Collaborations Make Luxury Brands Cooler?

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By Christopher Morency July 5, 2017 05:27 LONDON, United Kingdom -It didn't quite break the internet, but when Louis Vuitton announced the locations of six pop-up shops that, for a limited time, would carry the luxury megabrand's Autumn/Winter 2017 collaboration with cult streetwear label Supreme, the excitement on social media was palpable.

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This article appeared first in The State of Fashion 2020, an in-depth report on the global fashion industry, co-published by BoF and McKinsey & Company. To learn more and download a copy of the report, click here.
LONDON, United Kingdom - When it comes to the environment, the fashion industry's record is well documented. Fashion accounts for 20 to 35 percent of microplastic flows into the ocean and outweighs the carbon footprint of international flights and shopping combined. It is no wonder, then, that campaigners who target the industry as part of Extinction Rebellion describe the industry's potential future impact as "catastrophic".

Demand for change is being led by the young. Activists such as 16-year-old Greta Thunberg attract global headlines, bringing forward a call to action to address environmental sustainability, adding to the lexicon on the subject by using "crisis" and "emergency" over "change" and "warming." Thunberg says, "It's 2019. Can we all now call it what it is: climate breakdown, climate crisis, climate emergency, ecological breakdown, ecological crisis and ecological emergency?" More than 7.6 million were inspired to participate in the Global Climate Strike in September.

In the fashion industry, scrutiny has been building. Environmental protests at London Fashion Week in September generated significant press. Commentators have been increasingly shedding light on the industry, from the mainstream press to publications like Dana Thomas' Fashionopolis: The Price of Fast Fashion and the Future of Clothes.

These activist movements are making consumers increasingly aware of the environmental impact of fashion. Some 66 percent of respondents to a McKinsey US cohort survey (and 75 percent of millennial respondents) say they consider sustainability when making a luxury purchase. Still, consumers do not always back words with actions. Only a minority are willing to pay more for sustainable products - only 31 percent of Gen-Z and just 12 percent of baby boomers.

Consumers are unsure what 'sustainability' means or how to identify sustainable brands.

It is well-known that even consumers' stated willingness to vote with their wallets does not translate to the same degree in actual purchases of sustainable fashion. Closing this gap and changing consumer behaviour is made even more difficult because of a lack of clear information and tools for the consumer. Consumers are unsure what "sustainability" means or how to identify sustainable brands. A survey of corporate representatives across over 100 European firms shows consumers are often swayed by misinformation or lack of information. Still, as awareness has grown, so has the quest for knowledge. Internet searches for "sustainable fashion" tripled between 2016 and 2019.

"Nothing is black and white, unfortunately... It's huge shades of green, really. That makes it very difficult because it lends itself very easily to greenwashing and misunderstanding... that can be quite confusing for the consumer," concedes Nina Marenzi, founder and director of The Sustainable Angle, an organisation that stages the London-based Future Fabrics Expo. Industrial, governmental and international bodies are increasingly on the front foot to close this gap for consumers. In early 2019, ten UN organisations launched the UN Alliance for Sustainable Fashion. In June, France, a global leader in luxury fashion, introduced a ban on the destruction of unsold fashion goods (to be implemented by 2023), with manufacturers and retailers obliged to donate, reuse or recycle. The move was the first of its kind in the world on a national level.

The German government in September unveiled the Green Button - the world's first government sustainable textile label. The EU's Circular Economy action plan, meanwhile, aims to ensure products can be repaired or recycled, with textiles as a key priority.

All this activity is having an impact in now bringing the environmental agenda to centre-stage. At the G7 summit in August, Kering chief executive François-Henri Pinault spearheaded French President Emmanuel Macron's new Fashion Pact, aimed at reducing environmental impact. Mr Macron said roughly 150 brands had joined that weekend, with a further hundred joining since then.

Brands are taking action on other fronts too. Many are making efforts to increase sustainable options for consumers, or even make it the new normal in the future. this year pledged to use 100 percent sustainable fabrics by 2025, joining H&M which earlier committed to using 100 percent recycled or sustainable materials by 2030, among a host of broader sustainability commitments by the company. Adidas has committed to phasing out virgin polyester by 2024. LVMH announced its own series of commitments for the environment and biodiversity during Paris Fashion Week in September, including an Animal-based Raw Materials Sourcing Charter; the Charter among other initiatives specifies a target of 70 percent of the groups leather to be sourced in Leather Working Group (LWG) certified tanneries, up from 48 currently.

Despite all this activity, the industry has a long way to go before achieving transformative change.

There is also increasing response to consumer demand for newer business models which tackle overconsumption, such as rental
and resale, as predicted in last year's report ("End of Ownership"). We expect this will continue, admittedly still accounting for a low share of the total market in 2020.

Digitally native brands are taking different approaches. Everlane has committed to "radical transparency" through its supply chain. On its website it posts photographs of shop floors in its supplier factories, gives a voice to factory workers and shares price breakdowns. Reformation made its first clothes exclusively from deadstock materials, and on its website runs the tagline "Being naked is the #1 most sustainable option - we're #2."

There is movement among e-commerce players too. Multi-brand retailer Asos and Global Fashion Group's The Iconic earlier this year introduced search filters for recycled fabrics. 's Conscious Edit targets sustainable products, and has expanded its sustainable offering.

While the absolute number of mass market products made from sustainable materials remains low, there has been a five-fold increase over the past two years. In some corners a materials revolution is under way, with recycled and lab-created textiles to the fore. [See next theme, Materials Revolution.]

"There is no sustainable material, per se, because for everything you need a resource," says Marenzi. "It's a matter of how [long] the resource can stay in the [user] cycle, with the least amount of impact [from] extracting and processing, with end-of-life then being as easy as possible - going back into the soil or being used again for another purpose."

"It is very complex [but] having a much more vertical, integrated supply chain approach [means] you are in full control of your materials; the more vertical you are, the more you can mitigate [...] your impact on the oceans and
climate and biodiversity."

According to Lidewij (Li) Edelkoort, a trend forecaster and dean of hybrid studies at Parsons School of Design in New York, "material innovation is only one stitch in the complex rebirth of fashion. Slowing down, streamlining production and editing collections are the most important guidelines."

A number of industry leaders have voiced their commitment to sustainable offerings across their product ranges, which will likely catalyse a virtuous circle of awareness, considered spending and progress. Mass-market players, meanwhile, are continuing to work on reducing prices of sustainable options which have traditionally been priced at a premium. This will help a broader range of consumers make more sustainable choices.

Despite all this activity, the industry has a long way to go before achieving transformative change. In fact, Global Fashion Agenda 's Pulse 2019 Update reveals progress slowed in the past year, with most of the industry still not engaged. There remains a pervasive lack of consumer trust, amid accusations in some quarters of fashion industry greenwashing using sustainability as a marketing strategy without a significant positive impact on the environment. One controversial activity is carbon offsetting, by which brands pay a third party to either capture carbon or avoid emitting, without reducing their own carbon footprint. While an important step in accelerating decarbonisation, the practice in isolation is viewed by some as an excuse to take the easy route.

Regulators are set to push harder in 2020, and in some cases are already doing so. The UK's Advertising Standards Authority (ASA) warned vegan fashion brand Matt & Nat over exaggeration of its use of recycled materials. The Norwegian Consumer Authority (CA) prompted H&M to more clearly communicate to consumers about the pollution it creates.

Looking ahead, we expect in 2020 to see regulators continuing to raise standards and impose new rules and consequences. In addition, we anticipate the media to increasingly take a role in better educating and encouraging the conscious consumer. Emboldened by these forces, better-informed and more confident consumers will seek out sustainable brands and develop their awareness. Apps like Good On You and Buycott are becoming a major part of the consumer's purchasing journey, and sources like the Sustainable Apparel Coalition's HIGG index, which allows fashion players to assess their own sustainability, will be available to consumers.

Finally, some imperatives for brands. Their primary focus should be on helping customers consume fewer resources. One area they can target is overproduction. Reduced supply, combined with an ambition to reduce discounting, can even have a positive impact on the bottom line. Fashion players should consider fresh ways to tackle transparency, both at point of sale and across other touchpoints, understanding the need both to educate and emotionally engage. While a revolutionary notion for some, brands at the forefront should also invest in the circular economy, breaking the link between production and revenue, back recycling and embrace sustainable materials and technologies. One of the most immediately important things they need to do is take action to track and reduce environmental impact, moving beyond transparency (one of our 2019 themes) to real action. That means setting concrete (ambitious, but achievable) targets and publishing roadmaps so consumers and investors can hold them to account if targets are not met. This would be a strong step towards one day seeing collaborative sustainability roadmaps for the entire industry, providing clarity to the innovators and suppliers on the prerogatives for the future. None of these imperatives are easy, but taken together, they may finally tip the scale in favour of making more environmentally sustainable fashion a reality.

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The Year Ahead: Sustainability Takes Centre Stage

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This article appeared first in The State of Fashion 2020, an in-depth report on the global fashion industry, co-published by BoF and McKinsey & Company. To learn more and download a copy of the report, click here. LONDON, United Kingdom - When it comes to the environment, the fashion industry's record is well documented.

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Drapers backs Sustainable Development Goals

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Drapers backs Sustainable Development Goals

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Representatives from the Conscious Fashion Campaign and the United Nations Office for Partnerships will speak at Drapers Sustainable Fashion 2020 - the market-leading event for businesses driving positive change in fashion, which will be held in London on 11 March.

They will outline the 17 Sustainable Development Goals, which United Nations member states adopted in 2015. The goals identify specific targets related to poverty, inequality, climate, responsible consumption and production, the environment, prosperity, peace and justice, to be achieved by 2030.

Drapers Sustainable Fashion, which launched last year to help fashion business leaders put sustainability at the heart of their operations, is the first conference of its kind to collaborate with the Conscious Fashion Campaign.

This year's event will hear from a wide range of companies - from Primark, Asos and Marks & Spencer to Ninety Percent and designers Vin + Omi - as they become sustainable businesses and collaborate for change.

United Nations Office for Partnerships executive director Robert Skinner said: "We recognise the global impact of the fashion industry and have seen that key actors in the sector are taking positive steps towards sustainable practices.

"However, because we also know that the industry needs to do better in this area, we will work with Drapers Sustainable Fashion and the Conscious Fashion Campaign to motivate others to take on sustainable practices for people and planet."

Kerry Bannigan, founder of the Conscious Fashion Campaign, added: "As a leading source at the forefront of the ever-changing fashion industry, Drapers provides an instrumental platform to activate and implement the Sustainable Development Goals.

"Our partnership will explore incorporating circular production solutions, highlighting key innovations and facilitating knowledge share across the Drapers Sustainable Fashion conference and media to inform and support the sector."

Join the Conscious Fashion Campaign, the United Nations Office for Partnerships, and the businesses and experts leading the way in sustainability at Drapers Sustainable Fashion on 11 March.

Enter the Drapers Sustainable Fashion Awards 2020

Shout about the progress you're making towards meeting your own sustainability goals. Enter the first Drapers Sustainable Fashion Awards now.

There are 15 awards to enter, including Sustainable Brand of the Year, Sustainable Retailer of the Year, Sustainable Supply Chain and Sustainable Fashion Champion.

The awards will be judged by an independent panel of experts, and the ceremony will take place on 21 May at the Hilton Bankside hotel in London.

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Drapers backs Sustainable Development Goals

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Representatives from the Conscious Fashion Campaign and the United Nations Office for Partnerships will speak at Drapers Sustainable Fashion 2020 - the market-leading event for businesses driving positive change in fashion, which will be held in London on 11 March. They will outline the 17 Sustainable Development Goals, which United Nations member states adopted in 2015.

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The xx and The 1975 are two UK bands who have signed their names to an emergency climate change campaign, reports.

Music Declares Emergency (MDE) is a music industry collective that launched this summer with initial backing from AIM, Abbey Road Studios, The BRIT School, and more with a declaration of a climate emergency. They have amassed 2,000 signatories to the declaration, with recent additions (besides The xx and The 1975) including The BPI, The BRITs, Kobalt Music Group, The Musicians' Union, and Rough Trade Shops.

This Friday (September 20), MDE has organised Labels Strike for Climate, which will see independent record labels XL, Young Turks, Full Time Hobby, and Ninja Tune participate in the climate strike on London's Parliament Square. This will be followed on September 30 with a meeting that will determine their future actions.

The 1975 have been vocal about the need to urgently fight off climate catastrophe, having teamed up with climate campaigner Greta Thunberg for "The 1975", from their forthcoming album Notes on a Conditional Form, with proceeds from track sales going to Extinction Rebellion.Jamie Oborne, the band's manager of founder of the label Dirty Hit, has said the group and label are beginning to minimise their environmental impact, phasing out single-use plastic, minimising the production of plastic products, and making eco-friendly merchandise.

Oborne previously said that they are not being hypocritical taking a stance on the climate crisis while themselves not being 100 per cent carbon efficient, as The Guardian has noted: "We're not going to have touring worked out in six weeks because everything's working against you, but we are going to have it sorted out in a period of time, and 50 per cent is better than nothing. If everyone pushes responsibility onto other people because they can't completely solve (the issue), we're already fucked."

Listen to "The 1975" with Greta Thunberg below.

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The 1975 and The xx sign up for climate emergency campaign

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The xx and The 1975 are two UK bands who have signed their names to an emergency climate change campaign, reports. Music Declares Emergency (MDE) is a music industry collective that launched this summer with initial backing from AIM, Abbey Road Studios, The BRIT School, and more with a declaration of a climate emergency.

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Temperatures are set to hit 38 degrees in the UK today, and yet world leaders continue to deny the climate crisis. Urging everyone to wake up to our ecological emergency, Greta Thunberg has made her musical debut on a new track by The 1975.

Over a gentle orchestra, Thunberg opens: "We are right now in the beginning of a climate and ecological crisis, and we need to call it what it is: an emergency." Titled "The 1975", the song sends an eloquent message, with the 16-year-old activist directly imploring listeners to "do the seemingly impossible".

"We must admit that we are losing this battle", Thunberg continues, "We have to acknowledge that older generations have failed. All political movements in their present form have failed. But homosapiens have not yet failed."

The activist concludes: "We can no longer save the world by playing by the rules because the rules have to be changed. Everything needs to change and it has to start today. So everyone out there - it is now time for civil disobedience. It is time to rebel."

At Thunberg's request, all proceeds from the track will go to activist group Extinction Rebellion, who returned to UK streets last week demonstrating for climate action.

A version of the song features on each of the band's studio albums, though this edition is the longest, clocking in at over four minutes as opposed to the traditional one and a half. The track - recorded in Stockholm at the end of June - is the first release from the band's upcoming album Notes on a Conditional Form, due February next year.

The 1975 are no strangers to voicing their political opinions, with frontman Matty Healy calling out music industry misogyny at the Brit Awards, and denouncing Alabama's abortion ban onstage.

The track's release follows Thunberg's speech to French politicians on Tuesday (July 23) in which the teen called out at lawmakers who boycotted her visit, saying: "Some people have chosen not to come here today, some people have chosen not to listen to us. And that is fine, we are after all just children, you don't have to listen to us. But you do have to listen to science."

Listen to "The 1975" below.

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Greta Thunberg features on a new track by The 1975

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Temperatures are set to hit 38 degrees in the UK today, and yet world leaders continue to deny the climate crisis. Urging everyone to wake up to our ecological emergency, Greta Thunberg has made her musical debut on a new track by The 1975.

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By Chantal Fernandez February 20, 2020 05:30

LONDON, United Kingdom - started as an online sales platform for independent fashion boutiques, promising shoppers access to the unique edits of hundreds of small business owners.

But as Farfetch has grown, more and more of its products are coming from brands themselves, and Farfetch has struggled to develop its own identity as it races to compete against other multi-brand players like Net-a-Porter and MatchesFashion as well as luxury brands themselves.

Developing an identity that encourages customers to shop from Farfetch on their own accord, and not just because the site is offering a promotion, is key to increasing the company's profitability. With the acquisition of New Guards Group, Farfetch is investing in niche but coveted brands whose distribution it can increasingly control as a way to lure in shoppers online.

Starting in April, Farfetch is adding another prong to this approach. The e-retailer will create its own storefront of sorts in a new strategy called "Beat," offering a selection of limited-edition items available on Farfetch's app, with new collections arriving weekly. Most of these collections will be exclusive to Farfetch.

The products will be developed by a group of recently acquired Farfetch talent, including Opening Ceremony's Humberto Leon and Carol Lim, Stadium Goods' co-founder John McPheters and New Guards Group Chief Merchant Officer Cristiano Fagnani. Ida Petersson, the buying director at , will also contribute, and the whole initiative is overseen by Holli Rogers, Farfetch's chief brand officer, who is six months into her role.

Rogers said the collections available on Beat will represent a wide range of brands and are not designed to appeal to one specific type of shopper, like the stereotypical streetwear-obsessed Millennial luxury shopper.

The drops will be available in all of Farfetch's regions at the same time, including China, Russia and North America. The Farfetch team is hoping this global release structure will also be a differentiator, as luxury customers are accustomed to seeing limited-edition releases bound by a specific country.

Rogers said Beat is designed to become a weekly destination that Farfetch customers check for unusual items. "This whole mentality was born out of streetwear," she said. "It has infiltrated everyone's way of working and living and consumption."

Farfetch will report its 2019 annual results next week, where analysts will be closely watching to see if the platform has pulled back on promotions.
Related Articles: Farfetch Sees Path to Profitability - in 2021 Farfetch Gets $250 Million Investment From Tencent and Dragoneer Why Farfetch Bought New Guards Group

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By Chantal Fernandez February 20, 2020 05:30 LONDON, United Kingdom - started as an online sales platform for independent fashion boutiques, promising shoppers access to the unique edits of hundreds of small business owners.

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Louis Vuitton Faces Boycott Threat After Trump Visits Factory

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Louis Vuitton Faces Boycott Threat After Trump Visits Factory

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US President Donald Trump holds a bag during a visit to the new Louis Vuitton factory in Johnson County, Texas on October 17, 2019. | Source: Getty Images

By Chavie Lieber October 18, 2019 22:17

LVMH is facing a boycott threat after the French luxury house invited President Donald Trump to the opening of a new NEW YORK, United States -Louis Vuitton factory in Texas earlier this week.

The group organised shortly before the 2016 election after recordings emerged of Trump disparaging women on the set of Access Hollywood. Grab Your Wallet had an early win when its call for consumers to boycott Ivanka Trump's fashion line and stores that carried it appeared to contribute to a decline in sales. Trump closed her brand last year.

It's unlikely that the boycott will have a massive effect on the luxury behemoth; LVMH owns companies like Sephora, Céline, Givenchy, and Dior just to name a few, and saw record profits of €6.4 billion in 2018. Louis Vuitton is expected to net €12 billion in sales this year.

But Coulter said plenty of Louis Vuitton customers were angered by Trump's factory visit.

"Creating jobs is not an excuse to ignore morally repugnant behavior," Coulter said. "Businesses are willing to look the other way in order to work with the Trump administration, but it's a worrisome trend."

LVMH did not immediately respond to a request for comment.

Trump of the Louis Vuitton handbag factory in Johnson County, Texas alongside LVMH Chairman attended the opening ceremony Bernard Arnault, Rimowa CEO Alexandre Arnault, Ivanka Trump, Labor Secretary Eugene Scalia, Commerce Secretary Wilbur Ross and others.

The French luxury house opened the factory as part of a commitment it made to the Trump Administration to create more manufacturing jobs in the US. In 2018, Louis Vuitton signed the Pledge to America's Workers, a Trump initiative that was also signed by Google, Amazon, and Ford.

Brands have faced a backlash for appearing to side with the administration from the start. In 2016, New Balance faced mass social media backlash after its vice president of public affairs told the the company believed Trump would help "things are going to move in the right direction." Under Armour chief executive Wall Street Journal Kevin Plank similarly faced criticism for calling Trump "a real asset for this country" on .

Other brands have distanced themselves from the Trump administration. In November 2018, Patagonia said it would donate the $10 million it had saved from Trump's tax cuts to environmental causes. Designers including Phillip Lim, Sophie Theallet, Naeem Khan, and Marc Jacobs have said they wouldn't dress First Lady Melania Trump.

Louis Vuitton opened the factory in part to move elementals of its supply chain closer to American consumers. It also could help protect the French luxury house from future rounds of tariffs. Trump has ordered some taxes on imports from the European Union, but so far handbags and other luxury goods have been spared.

The Grab Your Wallet boycott has targeted businesses associated with the Trump family and administration. Brands placed on the boycott list include L.L. Bean, since board member Linda Bean raised money for Trump during the 2016 election. Department stores like Bloomingdale's, Hudson Bay, and Lord & Taylor were on it too, for carrying the Ivanka Trump line. The stores were taken off the list after the Ivanka Trump brand shut down.

Coulter said the relationship between Arnault and Trump would not go unnoticed.

"The people in this country who voted against Trump have major economic power and they want to be aware of who is engaging in formal relationships with Trump," Coulter said. "And it's pretty easy to boycott Louis Vuitton because there's plenty of other luxury brands shoppers can choose from that don't cozy up to Trump."
Disclosure: LVMH is part of a group of investors who, together, hold a minority interest in The Business of Fashion. All investors have signed shareholders' documentation guaranteeing BoF's complete editorial independence. Related Articles: Unpacking LVMH's Donald Trump Moment As Trump Looks Inward, Luxury Eyes Los Angeles Manufacturing Op-Ed | New York Fashion Week Has a Donald Trump Problem

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Louis Vuitton Faces Boycott Threat After Trump Visits Factory

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US President Donald Trump holds a bag during a visit to the new Louis Vuitton factory in Johnson County, Texas on October 17, 2019. | Source: Getty Images By Chavie Lieber October 18, 2019 22:17 LVMH is facing a boycott threat after the French luxury house invited President Donald Trump to the opening of a new NEW YORK, United States - Louis Vuitton factory in Texas earlier this week.

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With 'Pop-Ups' and Menswear, Louis Vuitton Aims to Keep Luxury Crown

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With 'Pop-Ups' and Menswear, Louis Vuitton Aims to Keep Luxury Crown

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Louis Vuitton store | Source: Shutterstock

By Reuters April 11, 2019 19:02

PARIS, France - From New York's Fifth Avenue to Paris' Place Vendome, Louis Vuitton sells its handbags at some of the world's swankiest locations - but the brand is increasingly betting on "pop-ups" in off-beat spots as one way to keep shoppers hooked.

The label, which drives the bulk of sales and profits at French luxury group LVMH, plans to hold 100 temporary events to sell its wares this year, up from 80 last year, the conglomerate's financial director said on Thursday.

"This is the privileged way and the main way to drive innovation," Jean-Jacques Guiony told analysts after the conglomerate posted a pick-up in first-quarter sales, beating analyst forecasts.

"This trend in pop-up stores is extremely important, and we will continue to develop that because it enables us to be talking in a different way to our clients ... important and it adds flexibility with our network."

Vuitton's retail shake-up comes as luxury brands experiment with ways to attract younger shoppers, who are increasingly propelling sales growth in a sector that has long been notoriously rigid in its approach, and slow to move into selling online for instance.

At the lower-end of the fashion scale, high street labels like H&M are grappling with shifting shopping habits, albeit often taking a different tack, such as sprucing up cluttered stores with a more luxurious feel.

At Vuitton, recent "pop-ups" include one in London's exclusive Mayfair neighbourhood to highlight its menswear line, with a Wizard of Oz themed space featuring a yellow brick road staircase, and which shoppers had to book tickets to attend.

With revenues of over €10 billion ($11.27 billion), Louis Vuitton is the world's biggest luxury brand by sales, with privately-owned clipping at its heels, and 's star brand on a mission to overtake it.

In its bid to stay ahead, Vuitton has also invested in new designers, betting on Virgil Abloh, a DJ and founder of high-end streetwear label Off-White, to help jazz up its mens' clothing lines.

LVMH, which is notoriously tight-lipped about Vuitton's performance, said on Thursday that the sales' growth rate in men's and womenswear was at a "very, very high level" in the first quarter.

"It's a small part of Vuitton's total business but it creates a lot of buzz and is important to drive store traffic and to help Vuitton sell more accessories," RBC Capital Markets analyst Rogerio Fujimori said of the men's collections.

Clothing only represents around 5 percent of the brand's sales, the brokerage estimates, with three-quarters of revenues coming from high-margin handbags and luggage. ($1 = 0.8875 euros)
By Sarah White and Pascale Denis

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With 'Pop-Ups' and Menswear, Louis Vuitton Aims to Keep Luxury Crown

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Louis Vuitton store | Source: Shutterstock By Reuters April 11, 2019 19:02 PARIS, France - From New York's Fifth Avenue to Paris' Place Vendome, Louis Vuitton sells its handbags at some of the world's swankiest locations - but the brand is increasingly betting on "pop-ups" in off-beat spots as one way to keep shoppers hooked.

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Gen Z Loves TikTok. Can Fashion Brands Learn to Love It Too?

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Gen Z Loves TikTok. Can Fashion Brands Learn to Love It Too?

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NEW YORK, United States - Burberry's Instagram campaigns tend to be pretty conventional: photos of Gigi Hadid and other It-girls adorned in the British luxury brand's clothes, or glossy shots of the latest bag or fragrance.

On TikTok, though, Burberry tried something different. Last week, the brand issued a "challenge" for users to post videos of themselves attempting to contort their hands in the shape of the letters "TB," representing the updated Thomas Burberry monogram.

One week, 30,000 videos and 57 million views later, Burberry has an authentic viral hit on its hands, albeit one a fair bit sillier than its usual campaigns. One popular video of a Scottish influencer named Simmy Landa dancing while using her hands to make the monogram has nearly 10,000 likes.

Fashion brands are only just starting to test the waters with TikTok, which has rocketed to the top of the app charts with over one billion downloads, according to Sensor Tower, a mobile app data firm. Its simple interface, which allows users to upload 15-second video clips, often set to music or covered in stickers and other effects, has proven particularly irresistible to Gen Z: 66 percent of the platform's 500 million global users are under 30, according to Business of Apps, a data analytics firm.

To date, TikTok's greatest cultural impact is probably Lil Nas X's Old Town Road, the viral country hit now in its 10th week atop the Billboard Hot 100 after the rapper promoted his song as a meme on the platform.

But where Gen Z goes, advertisers quickly follow. Brands like Burberry, Calvin Klein and Guess, which are working overtime to reel in the youngest consumer cohort, see the potential for a viral sensation of their own.

"It's important for Burberry as a brand to be where our consumers are, and we need to constantly be evolving what spaces we play in," a spokesperson said. "We thought long and hard before launching on TikTok ... we wanted something that felt really tapped into the space, and would be about a broader consumer education and invite people into our world."
Why users love TikTok
TikTok was launched in 2016 by Chinese technology firm Bytedance (the app's name in China is Douyin). Last August, it bought and folded in the lip-syncing app Musical.ly, bolstering its cult following among young users. The countries with the largest TikTok user bases are India, the US, Turkey and Russia, according to research firm MoffettNathanson.

The draw for TikTok is the ability to create and engage, as opposed to the more passive scrolling through interior design porn and #OOTD snaps on Instagram. Users are encouraged to lip-sync, dance or do comedy sketches with the app's effects and soundbites. The interface's "duet" feature lets users reply to a video in a split-screen effect, making TikTok addictive and binge-worthy.

The core audience is 16 to 18, and this generation grew up mobile-first

"TikTok is absolutely massive and the fundamental thing about it is that it is so user-friendly," said Mark Terry-Lush, the director of social media agency Make Honey. "The core audience is 16 to 18, and this generation grew up mobile-first. They are used to viral content. The generation of Youtubers and Instagrammers have big production machine behind the scenes, but TikTok is way more instantaneous."

Vicky Banham, a 21-year-old TikTok beauty influencer with 1.3 million followers, believes that young audiences flock to TikTok's less-polished videos because the intention is to create "fun and silly" content, as she put it. In her posts, Banham will have a face full of makeup, but she's also dancing and making goofy faces at the camera.

"While Instagram has grown into a well-established platform, TikTok has a young demographic who doesn't care about the whole perfect shot thing," Banham said. "The editing thing, the fake boobs and fake lips. When you are 13, you want to sit with something that's entertaining. TikTok is making social media fun again. It's a place where you are enjoying other people's company online."

TikTok also gives users an easier way to be discovered with its "For You" feed. While content on Instagram and YouTube typically gets picked up by an algorithm that values clicks and views, anyone can get placed onto the For You feed if they use the hashtag. This has helped users nab huge followings much faster than they could on better-established social media platforms.

"TikTok videos are all about being yourself, so it's easier to grow," said Madison Lewis, a 16-year-old TikTok influencer who has over 3 million followers tuning in for her singing and comedy videos (BoF spoke with Lewis after obtaining permission from her mother first). "My followers really enjoy the comedy perspective of it."
The brand opportunity
Back in January, when TikTok began testing ads on its platform, Poshmark, the digital resale company, was eager to be one of the first brands to jump in.

"TikTok had been on our radar because it seemed like a platform that grew out of nowhere," said Steven Tristan Young, Poshmark's chief marketing officer.

Poshmark was advised that ads on TikTok can't just look like typical promotions.

Instead, it gathered content from Poshmark influencers talking about the resale app, and turned that into an ad with a more casual feel. Young said the campaign was a success, with a lower ratio of spending to app downloads than on other social media.

Poshmark has yet to publish any videos on its TikTok account. Others, though, including Calvin Klein, dove right in.

The brand debuted on TikTok in February, with short videos of Asap Rocky and Kendall Jenner lounging casually in Calvin Klein. One video from the campaign, in which Shawn Mendes sits in Calvin Klein clothes and talks about his music had a 30 percent engagement rate, measured by likes, profile clicks and other interactions, a record for the brand.

At the time, with TikTok's help, Calvin Klein's campaign was its most-viewed digital campaign ever, picking up ten times the engagement rate of its Justin Bieber ad from 2015.

"Lo-fi content featuring celebrities and influencers seems to resonate," said Marie Gulin-Merle, Calvin Klein's chief marketing officer. "We believe that the future is video based."

We believe that the future is video based

Even brands that aren't on TikTok are wildly popular there. The #LouisVuitton hashtag has 23 million views, though the label hasn't joined the platform.

Lewis, the influencer, said the casual approach works best.

"If you're, like, posting content where you are promoting a pillow, no one is going to watch it because that's not what TikTok is about," she said. "My followers are commenting that they love my videos and music, and they want to engage with that - not really product."

Turning engagement into cash isn't easy.

TikTok hasn't set up infrastructure available on other platforms that allows brands and influencers to monetise their followings. Users can't click through to a link, or buy products in the app. (Users can, however, buy virtual currency on TikTok called "coins," which is gifted to creators. Sensor Tower recently estimated that users have spent $97.4 million on TikTok to date, including $9 million in May alone).

"It's okay to think about our broader community, that it doesn't always need to lead immediately to sales," a Burberry spokesperson said. "It's a longer-term play of what belonging to Burberry means, because a sense of belonging is really important."

A TikTok spokesperson said, "the company is focused on creating the best experience for its users and will be looking at advertising opportunities down the line."

The platform is going through some growing pains. In February, TikTok was fined a record $5.7 million by the Federal Trade Commission for violating the Children's Online Privacy Protection Act and illegally collecting the data of children under 13 on its app. TikTok acknowledged its child safety issues last year and agreed to release an app specifically for young users that has more privacy protection.

And the platform is showing signs of wanting a seat next to the giants of social media. Next week, TikTok will participate in the Cannes Lions Festival, holding a discussion about "disrupting entertainment," hosted by two of its top creators.

TikTok's Wild West phase has some upside for brands. Influencers tend to charge less for sponsored content on TikTok than Facebook or Instagram. An influencer with a few million TikTok followers might charge $5,000 or $6,000 per post, compared with $10,000 to $15,000 on Instagram, said Charlie Buffin, who works with TikTok influencers at MC Projects. Engagement rates are through the roof, approaching 50 percent on some posts, where 2 percent would be considered a success on Instagram, said Terry-Lush.

Thomas Rankin, chief executive and co-founder of Dash Hudson, a social media analytics company, compared TikTok to the early days of Facebook and Instagram, when brands willing to test unknown waters scored huge payoffs on their investments.

They want to watch talent, diversity, and cool stuff on TikTok that is cleverly done

"TikTok offers a unique opportunity for brands to capitalise early on the platform's availability of organic reach as there are so few brands active," he said. "The first brands to adapt and find their voice on new platforms tend to see a tremendous amount of ROI."

Terry-Lush recommends brands keep on top of trending memes and challenges on TikTok, and try to mimic them.

"Your content needs to mirror the content of your target audience," he said. "Above all else, though, you have got to entertain. That's the key difference for brands to do well on TikTok. Content like, 'hey, look at this dress' is just not entertaining and it won't get you very far."

To TikTok experts like Banham, the strategy to winning the platform is easy.

"It might sound cliche, but just enjoy yourself," she said. "Don't create stuff you don't like. But if you are putting out stuff that you enjoy, and not lame branded stuff, the audiences will come. They want to watch talent, diversity, and cool stuff on TikTok that is cleverly done."
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Gen Z Loves TikTok. Can Fashion Brands Learn to Love It Too?

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NEW YORK, United States - Burberry's Instagram campaigns tend to be pretty conventional: photos of Gigi Hadid and other It-girls adorned in the British luxury brand's clothes, or glossy shots of the latest bag or fragrance. On TikTok, though, Burberry tried something different.

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Millennials Love Gucci and Louis Vuitton

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Millennials Love Gucci and Louis Vuitton

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By Bloomberg October 1, 2018 09:09

BASEL, Switzerland - Millennials feel better about their future earnings than older consumers and spend more on luxury goods.

That's according to a survey of more than 3,000 consumers across China, Europe and the US by UBS Group AG. Eighteen to 35 year olds have contributed 85 percent to growth in the luxury market last year and will represent 45 percent of total high-end spending by 2025, according to the report published Friday.

and Louis Vuitton are millennials' favourite brands, according to the survey and social-media data analysed by UBS. While the intent to buy online is higher in the age group than among older consumers, physical stores continue to feature highly among preferred places to shop.

Chinese millennials, a major driving force behind sales growth, allocate about 20 percent of discretionary income to purchasing luxury goods, a similar share as older generations. Younger people in Italy and the US have higher spending budgets than their elders, according to the report.
By Xiaoqing Pi; editors: Paul Gordon, Jana Randow and Zoe Schneeweiss.

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Millennials Love Gucci and Louis Vuitton

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By Bloomberg October 1, 2018 09:09 BASEL, Switzerland - Millennials feel better about their future earnings than older consumers and spend more on luxury goods. That's according to a survey of more than 3,000 consumers across China, Europe and the US by UBS Group AG.

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By Bloomberg December 6, 2017 14:00

PARIS, France - Louis Vuitton is bringing in some robotic help for the holidays.

The maker of $1,370 canvas duffle bags and $575 monogram belts has launched a "virtual adviser" on Facebook Messenger for US clients, Palo Alto, California-based AI startup Mode.ai said in a statement Wednesday. The chatbot will answer queries for all things Louis Vuitton: searching the brand's online catalog, pulling up catwalk shows and history about the brand, and giving tips for product maintenance.

The move comes as owner LVMH, whose products also include Christian Dior perfumes and Dom Perignon Champagne, accelerates its efforts to bring its luxury goods empire into the digital age. This year the company launched multibrand e-commerce sites for both its fashion and beverage divisions, while Louis Vuitton rolled out its first e-commerce site in China. The brand also introduced its first smartwatch, the $2,450 Tambour Horizon.

"Our clients like to be connected to the Louis Vuitton universe wherever they are," the leather good brand's chief executive officer, Michael Burke, said in the statement.

It has long been common practice for retailers to bring in extra staff to make the most of the holiday rush. In recent years, high end brands like trench coat maker Burberry Group Plc, perfumer Estee Lauder Cos. and watchmaker Richemont's Jaeger-LeCoultre have also looked to boost their sales force by a more elastic means - enhancing their social media presence with chatbots that can talk to thousands of consumers at once.

Facebook Inc. has encouraged retailers to develop chatbots as part of the company's strategy of keeping users on its own site and applications, not navigating away to seek services and information from other companies.

"We are still in the very early stages of AI technology adoption in the retail industry," said Eitan Sharon, chief executive officer of Mode.ai, which developed the bot for Vuitton. Sharon said he expects more companies to turn to AI as clients demand a more personalised online shopping experience.
By Robert Williams; Editors: Eric Pfanner, John J. Edwards III.

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Louis Vuitton Turns to Facebook Bot to Chat Up Customers Online

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By Bloomberg December 6, 2017 14:00 PARIS, France - Louis Vuitton is bringing in some robotic help for the holidays. The maker of $1,370 canvas duffle bags and $575 monogram belts has launched a "virtual adviser" on Facebook Messenger for US clients, Palo Alto, California-based AI startup Mode.ai said in a statement Wednesday.

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By Bloomberg July 25, 2016 12:00

BURLINGTON, United States - For retailers at least, the most important screens are now the small ones.

Smartphones accounted for 45.1 percent of web-shopping traffic in the first quarter of this year, edging out computers at 45 percent, according to a study from Demandware, an e-commerce software provider. The firm, which was acquired by Salesforce.com Inc. this month, projects that number will continue to increase, with phones accounting for 60 percent of e-commerce visits by the end of next year.

While the rise of smartphone shopping provides retailers with an opportunity to reach customers any time and any place, merchants face obstacles in getting the most out of their mobile platforms. Those hurdles include lengthy checkout times and payment procedures that deter consumers from completing their orders. Demandware found that mobile-checkout completion is 11 percent lower than the combined rate from all other devices.

"If they can get it right on mobile today and tomorrow, that's where they're going to see a lot of value going forward," said Rick Kenney, author of the study and head of consumer insights for Demandware.
E-Commerce Gains
Sales outside of brick-and-mortar stores have grown in importance for merchants of all stripes. E-commerce accounted for $92.8 billion in revenue in the first quarter of 2016, or 7.8 percent of total retail sales, according to US Census Bureau figures. That's up from 1.3 percent in at the same point in 2002.

The adoption of mobile shopping has been even more rapid, catching many retailers off guard. Sales from mobile more than doubled from 2013 to 2015, according to ComScore Inc., a research firm. Demandware projects by the end of next year, shoppers will place more orders on their phone than on any other device.

Technologies like Apple Pay, Android Pay and PayPal are offering retailers solutions to their struggles, and Kenney said larger phone screens and better mobile web-browsing capabilities will allow for an easier shopping experience.
In-House Apps
Larger retailers are taking the development of mobile shopping into their own hands with in-house programs. Apps from retailers like Target Corp., Wal-Mart Stores Inc. and Kohl's Corp. saw massive increases in June 2015 compared with a year earlier, according to ComScore.

Target's Cartwheel app, which provides shoppers with discounts while they're in the retailer's stores, saw an 85 percent increase. The programme is "one of the best" mobile approaches a retailer has taken because of its simplicity and convenience, said Poonam Goyal, a senior retail analyst with Bloomberg Intelligence

"Retailing today is more about the customer experience than it is about anything else," she said.
Mobile Only
Retailers can expect to see online shopping evolve into a "mobile only" space, Kenney said. By 2019, EMarketer expects 71 percent of US consumers will have a smartphone, compared with today's 59 percent, and Demandware predicts that by the fourth quarter of 2018, phones will outstrip computers for online order placements by about 13 percent.

Some retailers already are rapidly approaching a mobile-only world. Rainbow, which sells women's and children clothing at about 1,100 stores, says mobile accounts for 70 percent of its e-commerce traffic, up from 50 percent two years ago. The brand recently introduced an app, but the majority of its mobile traffic still comes from its mobile site, said David Cost, senior vice president of digital commerce and marketing for Rainbow.

"For many of those customers, that smartphone is the only computing device they own," he said. "The universality of the device has been a game-changer."
By Declan Harty; editors: Nick Turner, Nick Baker and Kevin Orland.

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Smartphones Overtake Computers as Top E-Commerce Traffic Source

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By Bloomberg July 25, 2016 12:00 BURLINGTON, United States - For retailers at least, the most important screens are now the small ones. Smartphones accounted for 45.1 percent of web-shopping traffic in the first quarter of this year, edging out computers at 45 percent, according to a study from Demandware, an e-commerce software provider.

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LONDON, United Kingdom - With the golden age of Instagram marketing over, businesses are growing increasingly frustrated by the rising costs and diminishing returns of social media advertising across platforms. Contrary to popular belief, however, big advertising budgets are not a requirement to grow your audience or drive engagement online, whether you measure it by likes or actual sales.

Networks such as TikTok as well as the rise of other Chinese platforms including Douyin, for example, are allowing brands to extend their reach and tap different customer segments. That said, marketeers leveraging multiple new platforms can easily spread themselves too thin in a quest to engage users across different feeds.

To navigate this challenging landscape, here are 10 tactics that can help brands succeed on social media in 2020, big corporations and fledgling start-ups alike.
1. Adapt to Each Platform
With new networks arising and existing platforms extending the available tools for promotion of content, brands need to carefully evaluate how they can effectively reach their target audience, both in terms of geography and demographics. User characteristics may vary largely from one channel to another and so does the type of content and messaging that will resonate. Adapting content to suit each segment can easily become a costly exercise.

The good news is that you don't have to maintain an active presence on all platforms, especially if your brand identity doesn't necessarily align with the type of content required. Take TikTok, a platform that thrives on bite-sized, often fun and cheeky videos. If you find yourself wanting to tap into the network's Gen-Z audience pool, you'd be best advised to test the waters by leveraging user-generated content. Influencers that have already established themselves on the platform could, for example, help promote your brand in a much more authentic way.

In June 2019, Uniqlo launched a hashtag campaign on TikTok, inviting users to create content for the network. Within two weeks, the campaign amassed 330 million views with 185,000 submissions from over 95,000 participants. By January 2020, Uniqlo's TikTok presence was still considerably small with about 7,100 followers and eight posts. The reach of each participant's contribution helped the brand raise awareness widely without necessarily requiring a dedicated team in the long-term to maintain a presence.
2. Consider Your Brand Identity
Every business should be extremely clear on how they want consumers to perceive their brand. This goes beyond visual cues and your brand's tone of voice. Character - almost human-like traits - is equally important, especially on social media. While these elements can certainly evolve over time, consistency can create long-term benefits when it comes to recognition and recall. Plus, there is a risk of alienating existing customers when introducing significant change.

Currently, a host of brands are adapting their communications to better fit youth culture, with the goal of driving engagement among Gen-Z. Memes appear to be a particularly popular tactic. While they certainly reflect the cultural zeitgeist, memes also carry an entertainment factor or may easily spark an emotional response. Companies should consider if that interferes with their desired brand perception.

Nars, on the other hand, has long relied on cheeky taglines and product names such as its "Orgasm" range, which was introduced all the way back in 1999. As a result, the French cosmetics and skincare company can be more playful in its communications, a winning combination in the current social media climate. A video clip with an ambiguous holding image posted to the brand's Instagram account accompanied by the caption "when the nudes keep you up all night" garnered more than 1.1 million views and almost 90,000 engagements (a measurement of interactions on a post including likes, comments, shares and saves). Meanwhile, the average engagement per post on the brand's account in the same month was just below 20,000, according to data obtained by Launchmetrics.
3. Foster the Power of Community
For many of its users, social media provides a form of instant gratification with likes or comments representing a form of validation. Brands can leverage this behaviour to their advantage, as long as they do so in an ethical way. Telfar, the brand behind the popular " Bushwick Birkin," is frequently engaging with its community by resharing their Instagram posts to the company's official account. The quest for potential exposure on the brand's profile has users constantly tagging and promoting the company for free on their personal handles. Rather than relying on expensive campaign imagery, the constant stream of real-world content provides the brand with a means to promote their products in an authentic way that also fosters a feeling of community.
4. Create Shareable Moments
Jennifer Lopez' Versace runway appearance in September 2019 might have delighted the audience in the Milan show venue, but the Capri-owned brand's video content and imagery travelled much farther and reached the masses via social media, clocking $42 million in media impact value (a quantitative measure of owned, earned and paid mentions) in just a day, according to Launchmetrics. The Italian brand smartly extended the buzz of this moment when they also featured the singer in the accompanying collection campaign imagery, which was released in January 2020, causing another spike in media impact value.

However, not every brand may have the means to replicate a similar strategy. Beyond fashion shows and celebrities, brands should be thinking about the type of content that users will post organically on their own channels to drive exposure. Glossier made a name for itself by building Instagram-worthy store environments. Its pink bubble wrap bags are another source of inspiration for user posts. Online retailer Mr Porter banks on seemingly handwritten notes that accompany each purchase. Shoppers often post these paper tags, customised with their name, to social media.Should you now be tempted to redesign your packaging, beware the environmental impact - and potential backlash.
5. Explore Platforms' Creative Tools
Creativity and originality are the most important drivers for organic engagement. Whether the content is particularly inspiring, educational or entertaining, success happens when brand posts get re-shared on personal accounts. Platforms provide a myriad of tools, like augmented reality filters, to enrich your content and will often incentivise usage. Many tools can also be customised and made available to other users, opening up the possibilities for brand exposure.

To support the release of a new range of sunglasses, Dior introduced a filter for use on Instagram Stories in February 2019, enabling users to try on a pair with the help of augmented reality. To date, the lens has clocked in more than 50 million impressions. Meanwhile, other brands have simply submitted custom GIFs of their logo to the platform so users can add them to their Instagram Stories easily.
6. Collaborate Beyond Merch
These days, celebrity-designed capsule collections and streetwear link-ups with luxury brands are nothing new. Many companies, however, seem to be missing the opportunity not only on products, but content. has partnered over the past few years with a variety of different artists. The creative output of these collaborations varied from social media-ready content to fashion show invites and even 'Instagramable' murals, enriching Gucci's feed with glossy campaign imagery and product shots.

As with any type of collaboration, the terms of the partnership should be clearly defined and artists should be appropriately rewarded for their contributions.
7. Stay Current With the News
Many platforms offer tools to monitor trending hashtags and posts that quickly gain popularity. Before you decide to engage, carefully consider whether the topic is relevant to your brand, or whether your audience will denounce it as clickbait. You should also seek to participate in such conversations early on as users quickly grow tired of similar posts clogging up their feeds.

In December 2019, a banana that was duct-taped to a wall - an artwork by Maurizio Cattelan presented during Art Basel - caused outrage on the internet when it sold for $120,000. As a result, many users posted other trivial objects taped to walls on their feeds, including Jacquemus. Three Instagram posts of a yellow "Chiquito" bag glued to a wall garnered 168,000 engagements in total, compared to an average of 47,000 engagements per post in the same month, data by Launchmetrics revealed. Beyond engagement, the posts played into the brand's cheeky and fun identity, while reinforcing its social currency.
8. Show Personality
When it comes to imagery, social media posts that feature humans will often outperform simple product imagery. It is therefore not surprising that some brands allow their founders or creative directors to feature prominently across social media. Tactics range from simply cross-promoting content from personal accounts to a brand profile, or offering an influencer or celebrity the opportunity to "take over" a brand's account. While this may be a fairly simple way to drive engagement, it comes at a risk. Recent history is full of brands suffering retaliation from the actions of single individuals on social media. Therefore, all content - whether from founders or other ambassadors - should be vetted by a trained social media expert.
9. Engage Your Employees
A whopping 86 percent of companies use influencer marketing, according to a 2020 BoF and McKinsey study. Yet, many marketers seem to neglect their most loyal brand ambassadors: employees. With heightened trust among their friends and peers, employees can become powerful micro-influencers for your company. To encourage them to post about a brand in a meaningful way, some companies have gone as far as providing free meals, gift cards or even extra time off. The principle is similar to other workplace referral schemes, in which employees earn rewards for positive actions. Success is usually determined by number of posts, hashtags used, engagements achieved or - if possible - traceable conversions.

In order to facilitate these interactions, companies should develop a clear social media policy, which covers, for instance, image and caption guidelines. Awareness of the brand's social media mission may also further employees' understanding of how their individual actions on social media contribute to larger company goals. The key is to encourage positive behaviour, not to force it. Such guidelines and social media codes of conduct are also a good investment, given that employers are increasingly held accountable for actions of employees on their personal social media.

Early in January, French underwear start-up Le Slip Français came under fire after video footage of employees wearing blackface at a private party emerged. "If the company is not legally responsible for the actions of its employees beyond the professional context, we consider that we have a moral responsibility against these racist and discriminatory behaviours that are at odds with our values," a statement by the company read. Two employees were sanctioned, but the damage to the brand's image may be harder to recover from.
10. Prepare for Mistakes
Many of the previously mentioned tactics feature cautionary tales and potential risks. To avoid as many of these as possible, the proper security mechanisms should be in place. Social media should be a team effort - and a variety of people should sit at the table when guidelines and protocols are developed. In turn, this will empower single individuals to execute strategies and tactics with confidence on a day-to-day basis. Should something still go wrong, taking accountability is usually the most important action. Don't overreact but seek to provide a timely response. For more on how to handle a social media PR crisis in the age of call-out culture, read our exclusive feature.
Related Articles: Gen-Z Loves TikTok. Can Fashion Brands Learn to Love It Too? The Year Ahead: Are You Ready for Next Generation Social Networks? Want to See the Future of Social Media? Look to Asia.

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LONDON, United Kingdom - With the golden age of Instagram marketing over, businesses are growing increasingly frustrated by the rising costs and diminishing returns of social media advertising across platforms. Contrary to popular belief, however, big advertising budgets are not a requirement to grow your audience or drive engagement online, whether you measure it by likes or actual sales.

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16% revenue growth in the first nine months of 2019

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16% revenue growth in the first nine months of 2019

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> PDF version

LVMH Moët Hennessy Louis Vuitton, the world's leading luxury products group, recorded a 16% increase in revenue, reaching € 38.4 billion in the first nine months of 2019. Organic revenue grew 11% compared to the same period of 2018.

In the third quarter, revenue was up 17% compared to the same period in 2018. Organic revenue growth was 11%, a performance in line with the trend recorded in the first half of the year. The United States and Europe saw good progress in the third quarter, as did Asia, despite the difficult context in Hong Kong.

Revenue by business group:

* w ith comparable structure and constant exchange rates. The exchange rate impact was +4 % and the structural impact was +1 % (Belmond integration since April 2019).

The Wines & Spirits business group recorded organic revenue growth of 7% in the first nine months of 2019. Growth was strong in China as well as in the United States due to steady demand. Champagne volumes were down slightly over the period. Prestige vintages experienced strong growth while continuing a price increase policy throughout the range. Hennessy cognac volumes increased by 10%, driven by the VS ranges.

The Fashion & Leather Goods business group achieved organic revenue growth of 18% in the first nine months of 2019. Louis Vuitton enjoyed a remarkable performance in all its businesses and in all regions. The "Louis Vuitton X" exhibition in Los Angeles, which traces the history of the Maison and celebrates its many artistic collaborations, has been a great success. Louis Vuitton continued to strengthen its production capacity with the inauguration in September of a new workshop in France. Christian Dior also made remarkable progress. The new Champs-Elysées boutique in Paris, which combines innovative experiences with architectural virtuosity, has been very well received. Fendi unveiled several partnerships in the world of art and music. Celine launched its first haute parfumerie collection, for which a dedicated boutique will open soon in Paris. Loro Piana, Loewe and Rimowa enjoyed good progress. The other Maisons continued to strengthen.

The Perfumes & Cosmetics business group recorded organic revenue growth of 8% in the first nine months of 2019, driven mainly by the momentum of its flagship brands. Parfums Christian Dior performed well, particularly with the vitality of its iconic fragrances and the new Joy and Sauvage ranges. Makeup and skincare were significant areas of growth. Guerlain made remarkable progress, driven by the Abeille Royale skincare and the Rouge G and L'Essentiel makeup lines. Parfums Givenchy saw rapid growth of its new fragrance, L'Interdit, and its makeup line. Fresh, Fenty Beauty by Rihanna and Acqua di Parma made good progress.

In the first nine months of 2019, the Watches & Jewelry business group recorded organic revenue growth of 4%, driven by jewelry. Bvlgari enjoyed an excellent performance, especially in its own stores. Its iconic lines Serpenti, B.Zero1, Diva and Fiorever, as well as the new Serpenti Seduttori watch collection contributed to this performance. After Beijing in 2017 and Tokyo in 2018, this summer, Chaumet presented its new exhibition in Monaco; "Chaumet in Majesty. Jewels of Sovereigns since 1780". In watches, TAG Heuer continued to focus on its iconic lines. Hublot made solid progress, continuing to enrich its lines with new models from several collaborations.

The Selective Retailing business group achieved organic revenue growth of 6% in the first nine months of 2019. Sephora recorded steady growth in revenue and gained market share in all key markets. Online sales continued to grow at a rapid pace. The expansion of its distribution network continued with the opening of its first stores in Hong Kong and Auckland. At DFS, the Venice Galleria is enjoying good momentum, benefiting in particular from strong demand from international travellers. DFS continued to grow over the first nine months of the year despite the slowdown in Hong Kong.

OUTLOOK
In a growth environment since the beginning of the year, albeit marked by an uncertain geopolitical context, LVMH will continue to be vigilant. The Group will pursue its strategy focused on innovation and targeted geographic expansion in the most promising markets. LVMH will rely on the power of its brands and the talent of its teams to further extend its global leadership in the luxury market in 2019.
During this quarter and to date, no events or changes have occurred which could significantly modify the Group's financial structure.
Annex - Revenue by business group and by quarter 2019 Revenue (Euro millions) Regulated information related to this press release and presentation is available on
2019 Revenue 2018 Revenue (Euro millions) (Organic growth versus same period of 2018) www.lvmh.com
* Includes all Belmond revenue for the period April to September 2019.

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16% revenue growth in the first nine months of 2019 - LVMH

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PDF version LVMH Moët Hennessy Louis Vuitton, the world's leading luxury products group, recorded a 16% increase in revenue, reaching € 38.4 billion in the first nine months of 2019. Organic revenue grew 11% compared to the same period of 2018. In the third quarter, revenue was up 17% compared to the same period in 2018.

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The 1975's Matty Healy is interested in the internet. His band's previous album, 2018's A Brief Inquiry Into Online Relationships, explored what it means for technology to now meditate all our relationships, asking the question of what would happen if we all put the phones down? "Everyone's addicted," Healy told Dazed in an interview for the album. "We all say, our relationship (with our phone) isn't like that, everyone else is like that. 'I'm on it because everyone else is on it'...It's the rhetoric of a heroin addict when you try and take their heroin away from them. It's exactly the same."

Now the band have a new album, Notes On A Conditional Form coming out this April and these questions and themes are being taken further. In the new video for "The Birthday Party," the addiction narrative comes to its natural next step - with a visit to a digital detox centre.

Teaming up with director Ben Ditto and digital artist Jon Emmony, "The Birthday Party" sees Healy, in digital avatar form, visit the Mindshower retreat where he encounters a variety of characters all taken from the deep recesses of internet meme culture. It's a story of narcissism and isolation but also of optimism and allowing for the possibility of rehabilitation and human connection. To flesh out the world further, Ditto and Emmony created an accompanying wellness site where you can go and receive your very own AI-generated positive affirmations.

Here we speak to Healy about the video and find out more about his fascination with incel culture, the future of technology and why we should all be more like cats.
Ben Ditto (Dazed Beauty creative consultant) said that you and he share a mutual "fascination with the underbelly of internet culture."
Matty Healy: That's such a good way of putting it.
Why do you think that is?
Matty Healy: Coming from punk, I'm used to really - what would you call it - subversive ideas and art that I think pre the internet stayed quite self-contained. And now you'll see memes that actually originate from really dark, deep places, the underbelly of the internet but are now fodder for the masses. I find that journey really interesting.
In the video, you explore whether it's possible to have meaningful connections within technology and within a digital space. Do you think there is a possibility for that?
Matty Healy: I do! The conversation is really interesting because I understand the arguments for and against but I think that anything that kind of like cultivates community has like a realism to it, do you know what I mean?

People often talk about social media making people very isolated but it's also great for connectivity and it's interesting those two things can exist simultaneously within social media.
Matty Healy: True, I mean social media is that kind of a double-edged sword. It can truly, globally unify people but it is also tearing people apart.

It's like Jaron Lanier (computer philosopher) who has that idea that we need to be more like cats in regards to the internet. The way that cats have domesticated themselves, they have their own set of rules, we still don't really own cats they do their own thing. But they use the human world as they see fit and I think that we need to be a bit more like cats as opposed to dogs and that's the only idea that's in the video.
And you were 3D-scanned for the video? What was it like seeing a little miniature version of yourself?
Matty Healy: Yeah, it was the guys on Avatar that did it for us. They've done loads of stuff like that, but that's what I was buzzed about! It took us two or three full days to do all the motion capture. So I now have a digital version of myself which is great for any narcissist.
Oh yeah, horrible.
Matty Healy: It's weird, it's a bit like hearing your spoken voice recorded for the first time, it's a bit odd.
I thought it was interesting that the digital detox is outside in nature, but you are all 3D and it's a very digital environment.
Matty Healy: Horrible.
Why is incel culture something you find particularly interesting?
Matty Healy: We just started thinking of, where would a meme go? What would be soothing for the digital? These are very broad because we have no idea. I like the idea of me kind of being at one with all of the other memes and us all being part of the same kind of coding because sometimes I don't feel like there's much difference especially for someone like me. I am a meme for a lot of my fans so there's not much difference between me and like the stonks guy or like the clown frog. I really like all these exciting prospects like Lil Miquela but what I really like with this is that it's so meta because we actually exist. I've always found these things really interesting, it's just good we've been able to do it in a video as opposed to just in the music.

Matty Healy: I find it very fascinating in regards to how the internet has the ability to take these things from the deep deep recesses of subcultures and kind of have them be regurgitated in the mainstream culture so quickly. It's not an offensive video right? But the actual intent behind the creation of a lot of the memes in there is really insidious and you see them everywhere but a lot of them come from fucking 4chan, they'll have started out on some incel's profile picture.

I think incel culture reveals a really interesting and scary perspective on men and how they deal with women. It's a really fascinating world and I'm just interested in how it materialises in pop culture.
The culture started so much online but now we're really seeing it come out in the real world in quite a violent way.

"I'm always fascinated by the other, fascinated by worlds I'm not involved in."

Matty Healy: The buildings of a community (around fandom) I find really incredible but the thing is with that level of intense reality being brought together by the internet, that happens in like really insidious ways as well. So it's a very odd world and I'm always fascinated by the other, fascinated by worlds I'm not involved in.
Do you think that there will be a reaction to the online world and we will go back to a more natural way of living or do you think we're just going to continue down the digital road?
And it also came from out of a fascination of content and the amount that is out there and how we just believe we should be able to deal with this much content and stay normal and stay rational and stay peaceful and stay unified. I don't think that the world is necessarily a worse place than it used to be, but we have created this algorithm that keeps us constantly informed. Reality is chaos so if you create an algorithm that keeps you informed on as much of the chaos as possible from the second you get up to when you go to bed, I'm not surprised we're all really fucking anxious and terrified and think the world's going to end.

Matty Healy: When I was making Brief Inquiry I was very interested in these exact questions. This album covers everything that I'm worried about but I was quite internet-y the last album. My mate Davis has a 16-year-old who a few years ago was a walking Snapchat filter and now has grown into this free-range kid who's not on social media and that's really valued among her and her friends. It's really quite grown up and progressive when I think about what I was like at that age. I suppose also if you're a teenager your job is to be counter-cultural, there has to be some kind of cultural rebellion from young people because like that's like what they always do.

If we don't die of a disease or don't burn up in a fire and that stops technology then technology is going to get exponentially better and better and better. Those are the only two options. So, if we don't die in a fire, I think we're going to essentially create a digital world where you won't be able to tell the difference between reality and non-reality.
Towards the end of the video, there's this moment where your avatar kisses I guess a clone of yourself and that felt like quite an optimistic moment for me. Sort of like an acceptance of yourself, is that what you were doing with that?
I'm obsessed with VR, I find it incredibly exciting and inspiring and if you put a really good VR set on you can really fool yourself. When we can start integrating memory or nostalgia or real emotions - say if you can take like an 83-year-old guy back to Berlin on the particular day where he met his fucking wife and the weather is exactly the same, this is going to be a place where people are not going to want to leave. I genuinely do believe we will get to a place where we create this kind of visual utopia and that's where we will go after work.
It's nice to leave it open because it could go either way. It could be about the extreme narcissism of selfie culture or self-reflection.
Matty Healy: To be honest with you, through my conversations with Ben about that exact moment and what we think it is, I want to leave it open. It has an uplifting sense, it doesn't feel like it's just another gag about my narcissism which I like to put in as many videos as possible! There's always this sense of 'me, me, me'. So there's a bit of that, there's always gonna be those sort of gags in there but it felt more about self-reflection and how that is the most important virtue when it comes to expressing yourself on the internet.

Matty Healy: I suppose most content on the internet is totally up to you to decide what it is, but there are all of those ideas and it's resulted in what that scene is. It's interesting because actually what are we doing?

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Matty Healy on how incel culture inspired The 1975's latest video

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The 1975's Matty Healy is interested in the internet. His band's previous album, 2018's A Brief Inquiry Into Online Relationships, explored what it means for technology to now meditate all our relationships, asking the question of what would happen if we all put the phones down?

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Main Image: Courtesy: Instagram

Luxury has an unchanging definition of fine quality, craft and status; until now, with an apparent shift underway as luxury fashion strives to cater for a newborn breed of digitally-minded consumers: Generation Z.

According to Business of Fashion, Millennials (born 1981-1996) and Generation Z'ers (1998-2006) will make up 45 percent of the luxury market by 2025. As a result, designers are adapting to revolve around this brand new society brought up online, accustomed to immediacy, vibrant visuals and a dynamic belief that anything is possible, thanks to the power of the internet.

Gen Z has never known a world without social media. Samantha Dover, senior retail analyst at market intelligence agency Mintel, explains to ORDRE how they are connected to the once hyper-exclusive realm of luxury fashion, "Apps like Instagram and Snapchat have enabled celebrities and reality stars to share their day-to-day lives with their largely young fan base which has normalised luxury fashion for Gen Z."

Having such an intimate relationship, luxury houses are becoming increasingly influenced by Gen Z desires. From the Hypebeast revolution, with every fashion house now habitually fronting their collections with sneakers, to prioritising their ethical values - the industry's becoming increasingly conscious with Versace, Gucci, Burberry, John Galliano, DKNY and Chanel all throwing out fur last year, once the holy grail of luxury fashion.

As Dover says,"The best performing luxury brands have adjusted their strategies to reflect the growing importance of youth fashion consumers, and a number are seeing incredible success from proactively courting them."

Mintel's statistics show 50% of Gen Z consumers in the UK have bought luxury goods in the last 18 months, so getting down with the kids is clearly the ultimate money move. Here, ORDRE spotlights three ways the new generation is shaping luxury fashion:

"The best performing luxury brands have adjusted their strategies to reflect the growing importance of youth fashion consumers."

PERSONALISATION

With the overflowing eclecticism of online identity, asserting individuality has never been so sought after by young people. The BoF-McKinsey Global Fashion 2018 survey identified personalisation as the number one trend. Whether it's hypebeast-mogul Virgil Abloh customising high fashion with a permanent marker or Fendi printing initials on accessories, today's consumers want that personal touch.

A very recent example of this is Selfridges' Balmain pop-up in their corner shop area of the London store, which opened on the 24th June and closed yesterday (7th July). The pop-up exemplified luxury fashion's incorporation of both streetwear and personalisation, as customers are the first to be offered the latest Balmain sneakers, uniquely customised by on-site artists.

In conversation with ORDRE, buyer at Selfridges Jack Cassidy explains how the pop-up was motivated by customers wanting an exclusive, limited edition product right there and then, "The Balmain customisation space is centred on Gen Z needs, transforming sneakers into one of a kind. Also, they can get their hands on the product before anyone else."

As Selfridges' project reflects, Dover explains that recent years have shown an increased luxury focus on individualism: "Gen Z consumers are more concerned with cultivating their own personal style than following trends."

RESALE

If you haven't already noticed, the internet has triggered a resale revolution. Mintel's statistics show that 16% of Gen Z consumers in the UK have resold luxury branded items; it might seem like a small percent but that number is sure to soar with the resale industry predicted to be worth 51 billion by 2023. It's not only fashionable to buy resale items as they're unique - tapping the individualism trend - but reselling is also creating a more circular fashion economy which appeals to our environmentally-conscious Gen Z.

Farfetch has recently recognised the potential market of resale, launching a 'second life' resale platform, motivated by sustainability. ORDRE caught up with Stephen Eggleston, VP of Commercial at Farfetch following the launch, "We've seen an increased interest in our vintage and pre-owned offering which could be attributed to the fact that consumers are now more interested in shopping sustainably. Any item that is pre-owned, whether it was vintage or not is a more sustainable option," he explains.

It's an innovative progression that is perfect for the internet-born generation, as Eggleston says, "Customers are more comfortable than ever with the online resale market, due to improved verification processes and the increased amount of varied options offered." He continues, "We're now able to help customers find hard-to-access pieces, from final collections or super brand collaborations, that they wouldn't have been able to get their hands on five years ago." Combining both rare gems and sustainable purchasing, it's a platform made for Gen Z.

"We've seen an increased interest in our vintage and pre-owned offering as consumers are now more interested in shopping sustainably."

'WOKE' FASHION

Being ethical, both environmentally and socially is an important fashion movement given the industry is the second most polluting after oil. GreenMatch's infographic results show that 72 percent of Gen Z are prepared to spend more money on sustainable products. Plus, McKinsey reports that nine in ten Gen Z consumers believe companies have a responsibility to address environmental and social issues. In short, young people care about the planet.

Whether high fashion is listening to Gen Z as a growing customer-base, or they're simply just gaining a conscience, brand supply-chain transparency is slowly improving and labels are taking steps to reduce their effect on the environment. Just two weeks ago Prada announced that all its trademark nylon will be composed of 100 percent recycled materials by 2021.

This conscious generation is not only concerned about the environment, Dover reveals to ORDRE that social morale is a priority too, "They want to buy into brands that care about similar causes. 12% of Gen Z consumers in the UK have boycotted a luxury brand after reading negative press." The increase of the 'woke' consumer leads racism scandals like Dolce and Gabbana's late last year to be, deservedly, seriously damaging to sales.

It's promising to know that the new generation are working on reducing fashion's negative impact on the planet, and luxury is listening.

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Main Image: Courtesy: Instagram Luxury has an unchanging definition of fine quality, craft and status; until now, with an apparent shift underway as luxury fashion strives to cater for a newborn breed of digitally-minded consumers: Generation Z. According to Business of Fashion, Millennials (born 1981-1996) and Generation Z'ers (1998-2006) will make up 45 percent of the luxury market by 2025.

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Create and publish online surveys in minutes, and view results graphically and in real time. SurveyMonkey provides free online questionnaire and survey software.

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Gen Z wants something very different from streetwear

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Gen Z wants something very different from streetwear

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Similarly, Canadian designer duo Fecal Matter frequently produces one-off Gothic, subculture-inspired pieces and has over 50,000 fans on its Depop profile. "We take it back to the individual. [They can] express themselves creatively without the limitations that they might find elsewhere," says Semple. "You don't need to teach Gen Z about the necessity of being inclusive and diverse."
Musicians are the new influencers
Gen Z shoppers also prize event-specific merchandise like concert T-shirts for their marriage of exclusivity and cultural currency. Streetwear customers see musicians as the most credible people in the industry, according to a Hypebeast survey. At the same time, such garb allows customers to express they were at a cultural event like Coachella, where Kanye West sold "Sunday Service" hoodies and T-shirts. (Warner Music bought merchandise maker and retailer EMP for $180 million last year in a bid to capitalise on this movement.)

"I think there is more value in [event merchandise] than going and buying a limited edition," said one respondent to Livity's survey. "By nature of it, it shows that you've been there."

Musicians are also increasingly following in the footsteps of West and Rihanna by setting up their own streetwear labels. DJ Peggy Gou established Kirin in collaboration with Farfetch's New Guards Group, while Justin Bieber has quickly found success with Drew House. Bieber's limited-edition products sell out in minutes, and what co-founder and creative director, Ryan Good, calls "cheap $5 hotel slippers" are trading hands for up to $400 on resale platforms. "Two guys asked my buddy if they could buy the Drew House shirt off his back in New York while he was walking down the street," he says.

But brands can also do well by associating themselves with individuals seen as having authentic links to music culture, says Ciesay, founder of London-based Places + Faces, which transformed a hip hop photography project into a pop-up and party organiser with a strong merchandising arm.

For instance, Louis Vuitton's menswear collections and Off-White are particularly treasured by Gen Z because of Virgil Abloh. "Kids feel inspired by these people that we've grown up with, or seen on a day-to-day basis, that are now linked with Louis Vuitton," says Ciesay. "Luxury brands might have the top designers designing for them and have the best materials, but if there's no story to them, there's nothing for people to buy into."
To receive the Vogue Business newsletter, sign up here. Comments, questions or feedback? Email us at feedback@voguebusiness.com. More on this topic: Is streetwear finally ready for women? The next billion-dollar streetwear brand Matthew Williams is using blockchain to tell Alyx's story

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Vogue Business Data & Insights Team in Partnership with Klarna

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Gen Z wants something very different from streetwear

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Similarly, Canadian designer duo Fecal Matter frequently produces one-off Gothic, subculture-inspired pieces and has over 50,000 fans on its Depop profile. "We take it back to the individual. [They can] express themselves creatively without the limitations that they might find elsewhere," says Semple.

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The influence of ‘woke’ consumers on fashion 

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The influence of ‘woke’ consumers on fashion 

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Younger consumers are seriously concerned with social and environmental causes, which many regard as being the defining issues of our time. They increasingly back their beliefs with their shopping habits, favoring brands that are aligned with their values and avoiding those that don't.

Brands are responding by integrating social and environmental themes into their products and services. The benefits of these policies are clear, but as the causes that some brands champion venture into controversial territory there are risks and consequences for those that fail to get it right. Against that background, in our latest State of Fashion report-written in partnership with the Business of Fashion (BoF) -we dived deeply into the rise of "woke" consumers as one of ten trends the fashion industry should watch in 2019.

Nine in ten Generation Z consumers believe companies have a responsibility to address environmental and social issues. The inclusion of the latter is a departure from the views of the previous generation of millennials, which had a greener focus. The change is reflected in the higher profile of social issues and in campaigns such as #metoo, #blacklivesmatter, and #timesup, all of which have entered the mainstream lexicon over the past couple of years.

The views of Gen Z and millennial consumers are critical. Together, these cohorts represent around $350 billion of spending power in the United States alone (approximately $150 billion spent by Gen Z and around $200 billion by millennials); additionally, Gen Z will account for 40 percent of global consumers by 2020. But concern over environmental and social issues is not restricted to younger consumers. Some two-thirds of consumers worldwide say they would switch, avoid, or boycott brands based on their stance on controversial issues. Half of these regard themselves as activists, driven by passion. The other half are less dogmatic, tailoring their decision to the situation at hand.

Still, the dynamics behind the numbers are compelling. Over the past three years a third of consumers worldwide have expanded the scope of their purchasing decisions to incorporate principled values and views. A new global ethos is emerging, and billions of people are using consumption as a means to express their deeply held beliefs.

Signs of this evolving agenda can be found beyond consumer sentiment, too. Fashion companies are showing signs of getting "woke" (a phrase defined as "alert to injustice in society," popularized on social media). For example, based on a "data scrape" of more than 2,000 fashion retailers, the appearance of the word "feminist" on homepages and newsletters increased by a factor of more than five from 2016 to 2018.

Many brands and retailers, including Levi Strauss and Nike, are on board, and both companies have taken a clear stance on social issues in recent months-Nike supporting Colin Kaepernick, the face of the NFL's "anthem protests," and Levi's fronting a campaign against gun violence. Gucci has also supported that cause, supporting a student-led march calling for more gun control.

And American designer Jeremy Scott appeared at his New York Fashion Week show with a T-shirt urging, "Tell your senator no on Kavanaugh," in reference to the then-embattled US Supreme Court justice undergoing confirmation hearings.

In Asia, Fast Retailing, the parent company of Japanese retailer Uniqlo, has made efforts to hire refugees and, since 2016, has donated more than $5 million to the support of refugee initiatives in Asia. British retailer ASOS has taken a different approach to support refugees, launching an exclusive lingerie line in partnership with designer Katharine Hamnett and Help Refugees, a nongovernmental organization that will receive all profits from the initiative.

Some fashion players have attached collections and ranges to specific causes-for example, H&M launched a Pride collection in 2018 in support of the LGBTQ+ community, and Balenciaga collaborated with World Food Programme, donning its slogan, "Saving Lives, Changing Lives." And others have geared campaigns to reflect beliefs; in a 2018 campaign to promote diversity, for example, Moschino switched to using only models of color.

Some companies are taking things a step further, putting purpose at the heart of their strategy and operations. There are growing numbers of B-Corporations, which are certified to have considered the impact of their decisions on people, society, and the planet (exhibit). Companies including Ben & Jerry's, Danone, and Patagonia are B-certified. In the fashion, apparel, and beauty sector, the number of B-corps had risen to nearly 200 as of April 2018, compared with just seven in 2010. Athleta promises that 40 percent of its products are made of recycled and sustainable materials, while Allbirds and Eileen Fisher have made similar commitments. The former donates returned used shoes to charity. We would not be surprised if at least one $500 million-plus fashion company became a B-corp in 2019.

Notably, environmentally and socially focused companies are considered by younger cohorts to be better prospects as employers, and the vast majority say they would be more loyal to companies that are aligned with those values. Commitment to tracking organizational key performance indicators is critical, as LVMH has done, setting out to have equal gender representation among executive ranks by 2020. A commitment to values on a group level can have impact on its brands' culture. As mentioned by Balenciaga chief executive, Cédric Charbit, "I think the fact the brand belongs to Kering, and having Kering expressing commitment towards sustainability and values as a group, makes a difference. You work in an environment where this matters, this exists, and we all are committed to this."

Not all causes that fashion brands advocate are universally popular, and these can come with significant risks. The NFL "anthem protest" was a divisive issue in the United States, creating a mixture of applause and backlash for Nike. Still, it created earned media exposure worth more than $163 million, within just days of the campaign launch. Besides potential controversy from supporting divisive causes, brands may also risk being perceived as hypocritical if they do not carefully ensure consistency in their messages and actions. In 2018, Primark was severely criticized and called unethical for releasing a line of Pride-themed T-shirts that were produced in Turkey, a country that is ranked the third worst in Europe for LGBTQ+ equality. Nike recently faced pressure from civil-society groups to ensure fair wages are paid to workers of suppliers in emerging markets.

Another reason that brand alignment with causes can backfire is that discerning consumers can easily spot the difference between gimmicks and a genuine purpose that aligns with the values of the organization. Companies can expect consumers to closely examine the level of continuity across campaigns and the nature of their strategic and operational decisions, as well as their tone.

It is worth noting that right now the movement is much more pronounced in Western markets, and in certain territories it is not at all appropriate for brands to align with certain issues. While consumers in Western markets currently do tend to dominate the movement toward environmental and social conscience, that is likely to change. In the coming year we expect rising numbers of consumers in other markets to increase their levels of commitment. Darshan Mehta, founder and chief executive of Reliance Brands, a subsidiary of the Indian retail conglomerate Reliance Industries, believes "the number of voices is not enough to aggregate to anything significant [yet], but it's a small wave and a tsunami may wash onto our shores [in India] in the years to come."

Despite the many associated risks, some large brands will be willing to court controversy to express beliefs, particularly luxury players, which will seek to attract younger consumer groups looking to trade up. There are clear benefits from doing so, and the more that companies express an authentic view, the more that those who don't will be exposed. And while there is a counterargument that expression of controversial views may deter some customers, the calculation, of course, is that the loyalty rewarded by its remaining customers matters more.

For more on all ten trends that will define the fashion agenda in 2019, see The State of Fashion 2019: A year of awakening.

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The influence of 'woke' consumers on fashion

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Gen Z fashion trends are rooted in social and environmental issues. Here's what the industry should know.

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Generation Z: born to stream and influence

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Generation Z: born to stream and influence

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They barely remember the world without Internet , swear by the cell phone and share their lives on the networks, without concession. Including a panel of young people born between 1991 and 2000, Generation Z already represents a new pool of consumers to exploit for brands. Who are they ?

They take pictures of what they eat, share their emotions and ideas on the networks, are passionate about streaming music and exchange an astronomical amount of content. If these behaviors patterns also characterize Generation Y, they appear to have persisted sustainably in the young Generation Z, especially because they did not know the world that preceded the disruption of the World Wide Web. In 2016, Spotify conducted a study in collaboration with Kantar Media across four European markets (UK, France, Germany, and Spain) in order to better understand this generation. Here are a few backdrops on which advertisers are already starting to capitalize.

The consumers of Generation Z are:

They are passionate about music streaming

63% of this generation believe that music is an important part of their lives. In addition, 50% of young respondents (across all countries studied) stream music: a much higher percentage than all other age categories.

If we study their behavior on Spotify, we note that these young people quite spontaneously turn to playlists of festivals and parties and that they are followers of musical discoveries playlists (like the Discoveries of the week on the platform). Finally, they listen to more music via their cell phone and video game console, and prefer their own playlists to those offered by Spotify's editorial team.

Big fans of free services

Many of the Spotify users of this generation choose to listen to the free version of the platform, which is funded by advertising, a golden opportunity for brands!

Interesting characteristics: they are 26% more likely to use their cell phone to search for information compared to other Internet users belonging to Generation Z, and 28% more able to buy products via their cell phone. Finally, they are also more likely to share content on social networks, comment or post their opinion on online products.

For brands seeking to target the mobile influencers of Generation Z, surfing the economy of free and betting on streaming platforms may be a good starting point!

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Generation Z : behaviors and patterns of consumption

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They barely remember the world without Internet, swear by the cell phone and share their lives on the networks, without concession. Including a panel of young people born between 1991 and 2000, Generation Z already represents a new pool of consumers to exploit for brands. Who are they ?

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‘True Gen’: Generation Z and its implications for companies

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Generation Z characteristics center around the search for truth as the influence of the first generation of true digital natives is now radiating outward. For companies, this will bring both challenges and equally attractive opportunities.

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Generation Z Statistics: New Report on the Values, Attitudes, and Behaviors of the Post-Millennials

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Generation Z Statistics: New Report on the Values, Attitudes, and Behaviors of the Post-Millennials

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Alida | Community-Centered Research Platform

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Put community at the center of your market and experience research to get better customer insights and deliver better customer and user experiences.

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Generation Z Characteristics & Traits That Explain the Way They Learn

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Generation Z Characteristics & Traits That Explain the Way They Learn

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Generation Z, from a cultural perspective, is clearly different than those that came before them, but did you ever consider how the world they're growing up in and the technology that surrounds them shapes the way they learn?

That's the core of this article, but just to make sure we're all on the same page, we're going to offer a definition who the term Generation Z applies to.

Generation Z refers to young people who were born between 1996 and 2014. This generation stands out from the previous generations - millennials and generation X - for a ton of reasons, many of which we're going to address below.

We're also going to focus on how generation Z traits change the way they learn and discover knowledge. But first of all, let's take a look at the key characteristics that define generation Z.

Generation Z Facts & Characteristics

1. Gen Zers are technologically advanced and knew how to use a smartphone from an early age.

2. Gen Z representatives have never seen the world without the internet and thus have affinity for texting and messaging on mobile apps or online platforms, sometimes even over in-person, face-to-face communication.

3. Another characteristic of the Gen Z population is that they absorb tons of new information every day. Gen Z kids spend several hours a day in social media or searching the internet for information.

4. According to infographics by Upfront Analytics, Generation Z perceives information visually, so marketing campaigns that are targeted at Gen Zers revolve around story telling, explainer videos, and other forms of visualization.

5. Being independent, self confident and autonomous are also some of the key characteristics of Generation Z. They do not rely on their parents as much as previous teen generations did. The reason is that the internet and technologies allow Gen Zers to start earning money at much earlier age than their parents.

As Millennial Branding reports in their research of high school internship programs, 72% of modern high school students are thinking of starting their own business in the future. Meanwhile, 76% hope that their future jobs will be derived from their hobbies.

6. This generation has been accused of having an attention span shorter than its predecessors, however it is actually an evolved 8-Second Filter. This 8-second filter is helping them to curate their feeds and focus on what matters to them, and although you must work to become a part of it - once you have grabbed their attention they tend to remain loyal.

7. Gen Zers are environmentally aware. They value the eco-friendly and healthy lifestyle much more than any previous generation. Maybe this generation will actually have a positive impact on the environment.

8. Multitasking is also one of the positive generation Z traits. Due to their extraordinary ability to process and absorb lots of information within seconds, Gen Z kids can easily handle several tasks at once.

Now let's see how the aforementioned Generation Z personality traits impact their studying habits and find out which JKCP programs and camps can be aligned with those traits.

How These Gen Z Traits Relate To Learning

More technologically-focused

According to the generation Z facts sheet prepared by Common Sense Census, 44% of teens use computers to do their homework. Furthermore, 48% of teens watch how to videos that are related to school. Classrooms at schools are also adapting to the new generation by offering various ed tech solutions for their students.

As for JKCP, we are happy to provide a wide range of courses for kids who are keen on technology. For example, Gen Zers might like the Technology track at our Julian Krinsky Enrichment program, which includes the Artificial Intelligence, Maker Tech: Product Design & 3D Printing and Engineering: Robotics.

Who knows - maybe a team of young Gen Zers will soon build an ed tech app that will help them be more productive both in the classroom and while doing their home assignments.

The Social Media Connection

When it comes to studying, Gen Zers prefer to connect with their fellow students and teachers on social media sites such as Facebook.

Teachers can find instructions on how to teach "digital" kids directly on Facebook. The social network recommends that the teachers create closed Facebook groups for kids and their parents. They can use these groups to share not only the homework assignments but also information regarding classroom activities, field trips, and so on.

Many Gen Zers also see social media such as Instagram or YouTube as a potential source of income. At JKCP one of our summer camps, students can learn how to make monetize the opportunities by participating in our Business: Digital Marketing class within the Enrichment program. Our experienced instructors will teach Gen Zers on how to become successful digital entrepreneurs & marketers with the help of Instagram, Google, YouTube they will learn how social media influencers are changing the face of marketing and so much more.

Habitual Multitaskers

This skill is perfect when it comes to home assignments. According to the same generation Z statistics gathered by Common Sense Census, 50% to 76% of gen Z students report that they listen to music, send text messages, watch TV, or use social media while doing their homework.

55% also report that doing something else together with the home assignments does not affect their productivity and in some cases even helps them become more productive. Besides, gen Zers start earning their own money much earlier than the millennials used to, and thus the multitasking skills help them combine work and study.

At JKCP, we offer a unique Enrichment program that is tailored specifically to the life rhythm of Gen Zers. This program allows the students to study at their own pace as well as choose what they want to study, how deep they want to study this subject, and when they want to do it. Such flexibility makes Enrichment perfect for Gen Z kids.

Online communication vs offline communication

Many universities in the US are now adapting to the needs of Gen Zers by offering distance learning programs. Masterstudies.com reports that US universities offer 88 Master's programs in distance learning as of 2018.

Focused on independence

By seeking independence and autonomy, Gen Zers demonstrate strong entrepreneurial skills. As we have already mentioned, Gen Zers successfully work and study at the same time. JKCP offers plenty of programs that help the gen Z students enhance their entrepreneurial streak.

For example, Julian Krinsky Business School is aimed at discovering and developing the talents of future business leaders. The highlights of the program includes an introduction to business management strategy, business etiquette, global economic trends, and much more.

JKCP also offers internships for high school students to help them choose their future career path in disciplines such as business, engineering, entertainment, hospitality, marketing, medicine, and politics.

Now you know what Generation Z is and which Gen Z traits make them different from millennials and previous generations. No matter if you are a parent, a teacher, or a marketer - you can use this deep dive into Generation Z characteristics to reach out to them and tap into their interests.

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Generation Z Characteristics & Traits That Explain the Way They Learn

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Generation Z, from a cultural perspective, is clearly different than those that came before them, but did you ever consider how the world they're growing up in and the technology that surrounds them shapes the way they learn?

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Louis Vuitton has always been highly conscious of both respecting nature and embracing talent and craftsmanship. Since their first carbon footprint audit back in 2004, Louis Vuitton has been constantly innovating and, twenty years on, this still remains a priority; led by the central Environment Department they coordinate over 50 eco-champions across the business. The Maison is committed to the utmost quality across its business practices, as underpinned by the UN Sustainable Development Goals, such as Responsible Production and Consumption, Climate Change, and Equal Employment.

The Maison's culture is steeped in know-how, tradition, and innovation. Such values instinctively lead to the respect of human heritage and, first and foremost, nature. The vast majority of the materials used in Louis Vuitton's products come from raw resources and the Maison is deeply committed to ensuring that these materials are available in the future.

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Louis Vuitton has always been highly conscious of both respecting nature and embracing talent and craftsmanship. Since their first carbon footprint audit back in 2004, Louis Vuitton has been constantly innovating and, twenty years on, this still remains a priority; led by the central Environment Department they coordinate over 50 eco-champions across the business.

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reserach gen z consumer behavior habits
research sustainability in fashion how gen z view it

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VALUES

One of the most interesting facts about Gen Z is that given their multiculturalism, one might assume they would be more progressive across all viewpoints. But that's not what the data shows. In fact, it's expected that Gen Z will be the most conservative generation since the 1940's - much more conservative than Millennials and Gen X - but why? According to Move Over, Millennials, Here Comes Generation Z, "Millennials, after all, were raised during the boom times and relative peace of the 1990's, only to see their sunny world dashed by the Sept. 11 attacks and two economic crashes, in 2000 and 2008. Theirs is a story of innocence lost. Generation Z, by contrast, has had its eyes open from the beginning, coming along in the aftermath of those cataclysms in the era of the war on terror and the Great Recession..."

So while they've grown up with similar ideas about valuing diversity as Millennials, Gen Z is coming of age in an era of widespread terror alerts and global unrest. Further, it's important to consider that our way of approaching generational understanding can often belie the lived experience of individuals. Not all Gen Xers are jaded; just as not all Millennials got a participation trophy. According to an article in Marketing Communication News about the conservatism of Gen Z, "The findings go on to suggest that traditional generational stereotypes are outdated, with respondents repeatedly defying conventional wisdom about their attitudes and behaviours. The research also highlights commonalities and differences between generations that may have been previously overlooked."

DISRUPTION

When we think of disruption, we often peg it to technological advances and innovation. Every generation has its own connection to innovation - from the advent of cars, radio, television, cable, the internet. We all have relationships with, and adaptation to, new forms of technology carving out a new role in our everyday lives. What's so interesting about Gen Z is that they are living the era where the impossible is possible and changing every day. So for Gen Zers, it's less about what's next in terms of technology, than it is about what's valuable (and what's not) within culture. What's more, they want an active role in creating a culture that is relevant to their experiences. This co-creation will extend to brand culture, as well. Gen Z wants to have a say, and brands that embrace them as creators will rise, while others that relegate them to a minor role will struggle.

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The most culturally diverse population to date has high standards for openness and inclusivity. Embracing individuals from various backgrounds is fundamental. Authenticity matters and what your brand stands for can make or break you with this passionate population of individuals.

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Gen Z is reinventing social media marketing

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As Gen Z consumers show unique online behaviour, brands should evolve their marketing strategies and reconsider platforms to reach younger audiences.

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Think you know Generation Z? We wanted to set aside trite stereotypes about the streaming generation-yes, plenty of them have in fact seen or even own a record player-and truly get to know them on a global scale. So we commissioned our Culture Next Trends report , in partnership with research agency Culture Co-Op. We found an empowered, multinational, cross-cultural, socially aware, and informed group of 15- to 24-year-olds who speak their minds.

"We're bold, fearless, careless, creative, and intriguing," says Addy, a study participant from North Carolina. Powering this sentiment is technology, which "brings different cultures from faraway places closer together than we can ever imagine," says Jared, from the Philippines.

Below are five defining traits of Gen Z uncovered in the study (which encompassed the U.S., U.K., Australia, Germany, the Philippines, Brazil, and beyond), as well as the streaming-related trends they inspire. These provide clear on-ramps for understanding and connecting with the world's first generation of truly global citizens-whether or not they've used a record player.

Trait 1: All the Feels
Members of Gen Z are in touch with their feelings, and they understand the importance of expressing and addressing them.
Every young generation has claimed some measure of melancholy. (Just watch a John Hughes film.) Gen Zers, however, actively address their feelings-often through music, and specifically via their "bag playlists" (yes, bag) of sad songs. Not only is listening to these playlists up 45% year over year, but 49% of participants in the study said they find camaraderie in sharing their feelings of sadness and loneliness. No wonder Drake's "In My Feelings" was .

Trait 2: Band of Others
Gen Z believes that music allows people to connect with one another and with different cultures. They listen to more international music than any other demographic.
More than half the participants in the study said they're friends with someone from another country online. So it's no surprise that Gen Z is fueling the K-Pop quickly became one of the 10 most-streamed genres worldwide, forging international bonds among listeners likely because of its upbeat, heartstring-tugging style and lyrical blend of Korean and English.

Trait 3: Subliminal Attraction
Gen Z craves discovery. Finding new things, ideas, music, podcasts, hobbies, and experiences makes them feel good.
Gen Z believes anyone anywhere has the power to break though the social media clutter and become influencers. The more relatable a person (say, a podcast host), the more trust and influence he or she engenders-driving discovery and, therefore, happiness. Our past research backs this up. 72% of people we surveyed in 2018 said discovery boosts happiness-so give them something new and authentic.

Trait 4: PolyFly
Gen Z wants to be part of the political conversation-and their seamless access to technology and all types of content empowers them engage in a way no generation previously has.
Podcasts that mix lifestyle and politics top the charts. See and Pod Save America . A solid 66% of respondents said they expect brands to be part of the debate, to promote progressive values, and to play a more meaningful role in society. "Our eyes have been opened to the lack of leadership by those in positions of power," says Canadian pop star Alessia Cara, "and in turn, so many of us have had to step up in their place."

Trait 5: Surround Sound
Gen Z may appear to be obsessed with their screens, but they value audio as an escape from visual stimulation overload.
Audio isn't just background noise, said 50% of the study respondents; it plays a huge role in their everyday lives. So silence can be golden too. To raise awareness of the International Day for the Elimination of Violence Against Women, Marie Claire ran a campaign of 30-second silent spots on Spotify. Listeners assumed there was a glitch and looked at their phones, only to see a message explaining the danger of staying silent about violence. Powerful, impactful communications such as this leave a lasting impression with Gen Z.

Scroll down to the infographic below to see more of the Culture Next Trends study's most interesting insights. And millennials, keep your FOMO in check: we took a look at your generation, too.

You can also read the full report on Spotify for Brands .

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Everything You Wanted to Know About Gen Z (But Were Afraid to Ask) - Spotify

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Think you know Generation Z? We wanted to set aside trite stereotypes about the streaming generation-yes, plenty of them have in fact seen or even own a record player-and truly get to know them on a global scale. So we commissioned our Culture Next Trends report, in partnership with research agency Culture Co-Op.

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LVMH, CSM Discuss New Sustainable Innovation Program

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LVMH, CSM Discuss New Sustainable Innovation Program

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LONDON - LVMH Moët Hennessy Louis Vuitton has teamed with Central Saint Martins on a sustainable fashion innovation program, and the luxury giant admitted the road ahead is a long one.

"We have a lot of work to do," said Toni Belloni, LVMH group managing director, on Thursday evening during a panel discussion at CSM regarding the partnership.

"The idea is not to be static. Innovation is the engine of our growth. Sustainability has become a common concern to society in the last 20 years. It's important to all of us. For students, they want to work for companies that design a better future for the world," he continued.

"Our customers don't just want a great product or a striking experience, they are starting to be much more interested in what's behind the brands, the values and behavior," said the executive. "We are very open to ideas. We are very pragmatic. Together, we can push the envelope of innovation on this subject."

As reported, the initiative is intended to foster sustainable practices in education, research and business protocol. The partners are calling their new alliance "Double Vision: Innovation, Sustainability, Luxury," and are aiming to build more sustainable methods and approaches by enhancing the curricula at CSM.
RELATED STORY: LVMH Ramps Up Relationship with London's Central Saint Martins >>
To mark the launch, the school hosted a panel discussion at the LVMH Lecture Theatre at CSM's Granary Square campus in London. Earlier on Thursday, the company held a series of career sessions for students during which members of the creative, business and human resources teams from 14 brands, including Louis Vuitton, Christian Dior, J.W. Anderson and Nicholas Kirkwood, were present.

In addition to Belloni, panelists at the evening session included Chantal Gaemperle, LVMH group executive vice president, human resources and synergies; professor Jeremy Till, head of Central Saint Martins, pro vice-chancellor of the University of the Arts London; Anne Smith, dean of academic programs, and Carole Collet, the new CSM LVMH director of sustainable innovation.

The school plans to host a series of sustainability-driven projects, workshops and events with one or two conferences to be held annually. In addition, CSM will offer its research facilities to LVMH, and the luxury group will work with CSM students or graduates on various consultancy projects.

Belloni said that for LVMH, business is about quality craftsmanship. "The brands are expressions of culture and preservation of artisanal craft and know-how. It's about the preservation of rare, raw materials. Our products are made to last. They are made more long-life and long-usage and in some cases for repair. They are built for quality that lasts," he explained.

Gaemperle said innovation and sustainability are key for the group - and the next generation. "We want to create dreams," said Gaemperle. "We want to nurture desire, making sure that what was founded many, many years ago [stays] relevant and still inspirational. It's important to be outward-looking."

She added: "Responsible practices must guide us on how we conduct business. There are many new territories to explore. The idea is that we work together to make the impossible possible for the future. We have set a number of important goals in the area of sustainability by 2020."

CSM's Smith promised that the partners would "think outside the box and come up with new proposals and solutions. The potential to be thought leaders for innovative sustainable solutions - particularly from a luxury standpoint to lead the way - is an exciting prospect. None of us have all the answers yet, but I am confident that we will come up with those answers."

LVMH has partnered with CSM in the past on various projects, such as design forums, sponsored student projects and scholarships.

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LVMH, CSM Discuss New Sustainable Innovation Program

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LONDON - LVMH Moët Hennessy Louis Vuitton has teamed with Central Saint Martins on a sustainable fashion innovation program, and the luxury giant admitted the road ahead is a long one. "We have a lot of work to do," said Toni Belloni, LVMH group managing director, on Thursday evening during a panel discussion at CSM regarding the partnership.

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LVMH Ramps Up Relationship with London’s Central Saint Martins

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LVMH Ramps Up Relationship with London’s Central Saint Martins

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LONDON - LVMH Moët Hennessy Louis Vuitton is investing further in British fashion talent with a "major" investment in Central Saint Martins that will focus on sustainability, WWD has learned.

An announcement is expected this week.

The new investment comes after six years of collaboration between LVMH and the college, which is part of University of the Arts London and the alma mater of designers including Riccardo Tisci, Phoebe Philo, Stella McCartney, Sarah Burton, Christopher Kane, Alexander McQueen and Hussein Chalayan.

The money will provide additional scholarships and fund an original sustainability and innovation program. Its aim is to combine imaginative ideas and creativity with the discovery of "new, holistic solutions that balance the needs of people, planet and business," Central Saint Martins said. The value of the LVMH investment has not been disclosed.

According to the school, the program will combine "disruptive thinking and sustainable practice" to question the future of creativity in relation to challenges that face the fashion industry and wider society. "It will enable knowledge exchange between LVMH teams, CSM students and representatives, and will expand the already solid relationship between the group and the college," CSM said.

A new CSM-LVMH director of sustainability and innovation will be appointed to steer the relationship and enhance ongoing curriculum development. The aim is to embed sustainable innovation across disciplines at Central Saint Martins. An advertisement for the post will be going live this week on the CSM site, arts.ac.uk/csm, and the plan is for "ambitious" projects to be created in collaboration with LVMH brands.

The investment and sustainability initiative is the latest in a series of collaborations between the French luxury group and the college. In 2011, the luxury group created three original Grand Prix LVMH Scholarships, and sponsored the LVMH Lecture Theatre. Over the years, CSM-LVMH collaborative projects have also resulted in design proposals for a number of the brands, including sustainability and innovation projects across all CSM disciplines.

"The LVMH group is very excited to launch this unique sustainability and innovation program with Central Saint Martins, a step further in our support of tomorrow's talents, reinforcing this historic partnership and the LVMH Grand Prix Scholarships," said Chantal Gaemperle, group executive vice president human resources and synergies.

Jeremy Till, head of Central Saint Martins and pro vice-chancellor of University of the Arts London, called LVMH's commitment to Saint Martins "exceptional," adding that it would enable the two partners to co-design a program for the talents of tomorrow.

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LVMH Ramps Up Relationship with London's Central Saint Martins

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LONDON - LVMH Moët Hennessy Louis Vuitton is investing further in British fashion talent with a "major" investment in Central Saint Martins that will focus on sustainability, WWD has learned. An announcement is expected this week.

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On May 4, 2017 LVMH and Central Saint Martins announced a groundbreaking new partnership to promote creativity and identify cutting-edge solutions to drive sustainability and innovation in luxury. Under the banner LVMH & Central Saint Martins "Sustainability & Innovation in Luxury | Fostering Creativity", this new program is inspired by a shared desire to address the many challenges facing the luxury industry.
After many years of academic and creative collaboration, LVMH is taking its relationship with Central Saint Martins to a new level in 2017, creating a new program with the renowned art and design school. The partnership will promote creativity, nurture young talents and identify disruptive solutions to address sustainable development and innovation in luxury. "We are very pleased to launch today such an inspiring program on sustainable innovation in luxury, fueled by our numerous and successful past collaborations and creative projects with Central Saint Martins," said Chantal Gaemperle, Group Executive Vice President Human Resources and Synergies.

The inauguration of the LVMH & Central Saint Martins "Sustainability & Innovation in Luxury | Fostering Creativity" program on May 4th was marked by a full agenda of events at the London campus focused on students and their careers. Throughout the day students had a chance to learn more about LVMH and meet creative, business and human resources teams from 14 Maisons (Louis Vuitton, Christian Dior Couture, J.W Anderson, Céline, Emilio Pucci, Givenchy, Kenzo, Loewe, Loro Piana, Nicholas Kirkwood, Glenmorangie, Bulgari, Chaumet and Sephora). They discovered career opportunities and presented their portfolios. In addition to interviews for internships or job offers they attended workshops to give them a better understanding of the diverse universes at LVMH and its Maisons.

.@CSM_news @LouisVuitton @Dior @MoetHennessy @Bulgariofficial @JW_ANDERSON @NKirkwoodLondon @Chaumet @Sephora Workshops, networking forum, interviews, exhibition... We designed a unique event to celebrate the new partnership #CSMxLVMH!#LVMHtalents pic.twitter.com/RenDmrX4eD

- LVMH (@LVMH) May 4, 2017

These meetings were followed by the introduction of Carole Collet, the new CSM LVMH Director of Sustainable Innovation, who will lead the collaboration between LVMH and CSM, developing a curriculum to embed sustainable innovation across disciplines and create ambitious projects with LVMH Maisons.

A round table discussed the vision for the future partnership with panelists including Toni Belloni, LVMH Group Managing Director, Chantal Gaemperle, LVMH EVP Human Resources and Synergies, Anne Smith, Dean of Academic Programs CSM and Carole Collet, the new program director. The panel moderator, Professor Jeremy Till, Head of CSM and Pro Vice-Chancellor UAL, said: "Launching the new CSM LVMH partnership with an opportunity for students and Maisons to meet, is bound to result in some creative conversations and collisions around sustainable innovation in luxury."

Four pillars of the LVMH & Central Saint Martins "Sustainability & Innovation in Luxury | Fostering Creativity" program :

- "Sustainability & Innovation" research fund and academic program;- Joint projects between LVMH Maisons and students / graduates;
- LVMH Grand Prix Scholarship (five scholarships for talented students);

- Recruitment and campus events.

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New LVMH partnership with Central Saint Martins - LVMH

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On May 4, 2017 LVMH and Central Saint Martins announced a groundbreaking new partnership to promote creativity and identify cutting-edge solutions to drive sustainability and innovation in luxury. Under the banner LVMH & Central Saint Martins "Sustainability & Innovation in Luxury | Fostering Creativity", this new program is inspired by a shared desire to address the many challenges facing the luxury industry.

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LVMH and Central Saint Martins, the renowned London art and design school, have been partners for many years across a variety of initiatives. In 2011 they established the LVMH Grand Prix Scholarships, which awards five scholarships to top students, as well as the LVMH Lecture Theater, a multi-use space at the school that hosts a diverse agenda of events and talks. In 2017 a new partnership was launched under the banner LVMH & Central Saint Martins "Sustainability & Innovation in Luxury | Fostering Creativity". The program promotes creativity, inviting young talents to identify disruptive solutions to address sustainable development and innovation in luxury.

The Maison/0 sustainable innovation initiative grew out of this program in September 2017, articulating three founding objectives:

Inspire, inform and equip the next generation of creative talents to be able to lead on sustainable innovation;

Develop R&D and experimental projects to explore new avenues for sustainable luxury;

Curate public-facing events that showcase creative practice as a catalyst for sustainable innovation.

Since its founding, Maison/0 has introduced two initiatives, the Green Trails and the Symposiums. The Green Trail each year celebrates the most creative sustainable development projects in both fashion and innovative materials. The Symposiums are public events organized to share information and practices and showcase ways in which design can be a powerful agent for sustainable innovation.

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LVMH and Central Saint Martins, the renowned London art and design school, have been partners for many years across a variety of initiatives. In 2011 they established the LVMH Grand Prix Scholarships, which awards five scholarships to top students, as well as the LVMH Lecture Theater, a multi-use space at the school that hosts a diverse agenda of events and talks.

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A Central Saint Martins, LVMH and Maison/0 exhibition for London Design Festival 2019

Faced with increasingly urgent social and environmental pressures, creativity can be a powerful agent for innovation and transformation. Across a wide range of design disciplines, this exhibition showcased a selection of the very best 2019 graduate projects from Central Saint Martins, offering compelling and disruptive propositions for more sustainable and equitable futures.

Designing for Turbulent Times is based on the annual Maison/0 Green Trail which celebrates the best of sustainable innovation in this year's design degree show as nominated by the course teams. Maison/0, is the sustainable innovation programme created in 2017 at Central Saint Martins in partnership with the luxury group LVMH.

#TurbulentTimes #LDF19

Image: Benjamin Benmoyal, It Was Better Tomorrow

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A Central Saint Martins, LVMH and Maison/0 exhibition for London Design Festival 2019 Faced with increasingly urgent social and environmental pressures, creativity can be a powerful agent for innovation and transformation. Across a wide range of design disciplines, this exhibition showcased a selection of the very best 2019 graduate projects from Central Saint Martins, offering compelling and disruptive propositions for more sustainable and equitable futures.

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Creativity, design and execution are the characteristics of these new bags that were launched in the Cruiser 2020 in New York

Innovation in fashion has crossed unimaginable limits, an example are the eccentric suits of the Met Gala. Meanwhile, the luxury brand Louis Vuitton (LV) was not far behind and launched some handbags with folding screens. That's right, technology and fashion are now one.

Canvas of the future is Louis Vuitton's new line of handbags that aims to break the limits between handbags and smartphones. For what? That would have to be asked to Nicolas Ghesquière, creative director of the brand. For now, what we can see are very fashionable handbags, so fashionable that their walls are showing images on screens with AMOLED technology, used mainly in cell phones.
You may be interested: Lauval: Colombian bags around the world
In the Cruise 2020 Fashion Show, the traditional and luxurious brand shows its new collection year after year. This means that the handbags with screens will be on sale in 2020. In this case, LV's iconic handbags, Speedy and Duffle, were the protagonists because they were embedded with screens that showed videos and "retro-futuristic urban images", according to Vogue.

The innovation not only comes with the boom of seeing a screen in the accessory, but by the fact that these fold up and curves to adapt to the shape. These screens were created by a Chinese start-up called Royole, who have already been applying this type of technology in wearables, clothes and suitcases, although they had never participated with a luxury brand. The prototypes were also launched at a technology event in Paris, Vivatech. There, Royole and LV won an innovation award.

How does it work? First, the screens are connected to the smartphone, so the owner of this innovative accessory can control what appears on the screens from his own cell phone. Although its main function is the sample of images to show off and be the envy of all, in them you can also surf the Internet. The screens, 1920x1440, are touch and are inside and outside the handbag.

It is not the first time that Louis Vuitton let us see a glimpse of the madness of incorporating television to an accessory. As Vogue recalls, in 2007, when the iPhone was being born, the brand's artistic director, who at the time was Marc Jacobs, came out in the spring 2008 fashion show carrying a briefcase with a LED screen that showed SpongeBob. Although the action had more to do with an accusation that Jacobs had been made of plagiarism and not clearly by the accessory, it could be, perhaps, a premonition of what 10 years later would come.

As the world of fashion and technology is already quite broad, haute couture has already been implementing technology in its garments and great designers have ventured to create other unique pieces. An example of how technology can be part of haute couture is the designer Hussein Chalayan, who in 2007 presented "animatronic" clothing in a fashion show. Thanks to technology, these clothes could fold on themselves, creating new shapes in the middle of the runway.

Without going too far in time, the actress Zendaya impressed on the pink carpet of the Met Gala 2019 with her Cinderella dress. With the help of his fairy godmother, the self-proclaimed 'image architect', Law Roach, and his magic wand, the dress was lit with LED lights to make it shine.

LatinAmerican Post | Juliana Suárez

Translated from "Moda y tecnología: así es el nuevo accesorio de Louis Vuitton"

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Fashion and technology: this is the new Louis Vuitton accessory

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Your browser does not support the audio tag. Innovation in fashion has crossed unimaginable limits, an example are the eccentric suits of the Met Gala. Meanwhile, the luxury brand Louis Vuitton (LV) was not far behind and launched some handbags with folding screens. That's right, technology and fashion are now one.

# data[].attributes.attachment_link.readable_text
Your browser does not support the audio tag.
Creativity, design and execution are the characteristics of these new bags that were launched in the Cruiser 2020 in New York

Innovation in fashion has crossed unimaginable limits, an example are the eccentric suits of the Met Gala. Meanwhile, the luxury brand Louis Vuitton (LV) was not far behind and launched some handbags with folding screens. That's right, technology and fashion are now one.

Canvas of the future is Louis Vuitton's new line of handbags that aims to break the limits between handbags and smartphones. For what? That would have to be asked to Nicolas Ghesquière, creative director of the brand. For now, what we can see are very fashionable handbags, so fashionable that their walls are showing images on screens with AMOLED technology, used mainly in cell phones.
You may be interested: Lauval: Colombian bags around the world
In the Cruise 2020 Fashion Show, the traditional and luxurious brand shows its new collection year after year. This means that the handbags with screens will be on sale in 2020. In this case, LV's iconic handbags, Speedy and Duffle, were the protagonists because they were embedded with screens that showed videos and "retro-futuristic urban images", according to Vogue.

The innovation not only comes with the boom of seeing a screen in the accessory, but by the fact that these fold up and curves to adapt to the shape. These screens were created by a Chinese start-up called Royole, who have already been applying this type of technology in wearables, clothes and suitcases, although they had never participated with a luxury brand. The prototypes were also launched at a technology event in Paris, Vivatech. There, Royole and LV won an innovation award.

How does it work? First, the screens are connected to the smartphone, so the owner of this innovative accessory can control what appears on the screens from his own cell phone. Although its main function is the sample of images to show off and be the envy of all, in them you can also surf the Internet. The screens, 1920x1440, are touch and are inside and outside the handbag.

It is not the first time that Louis Vuitton let us see a glimpse of the madness of incorporating television to an accessory. As Vogue recalls, in 2007, when the iPhone was being born, the brand's artistic director, who at the time was Marc Jacobs, came out in the spring 2008 fashion show carrying a briefcase with a LED screen that showed SpongeBob. Although the action had more to do with an accusation that Jacobs had been made of plagiarism and not clearly by the accessory, it could be, perhaps, a premonition of what 10 years later would come.

As the world of fashion and technology is already quite broad, haute couture has already been implementing technology in its garments and great designers have ventured to create other unique pieces. An example of how technology can be part of haute couture is the designer Hussein Chalayan, who in 2007 presented "animatronic" clothing in a fashion show. Thanks to technology, these clothes could fold on themselves, creating new shapes in the middle of the runway.

Without going too far in time, the actress Zendaya impressed on the pink carpet of the Met Gala 2019 with her Cinderella dress. With the help of his fairy godmother, the self-proclaimed 'image architect', Law Roach, and his magic wand, the dress was lit with LED lights to make it shine.

LatinAmerican Post | Juliana Suárez

Translated from "Moda y tecnología: así es el nuevo accesorio de Louis Vuitton"

# data[].attributes.attachment_link.title
Fashion and technology: this is the new Louis Vuitton accessory

# data[].attributes.attachment_link.description
Your browser does not support the audio tag. Innovation in fashion has crossed unimaginable limits, an example are the eccentric suits of the Met Gala. Meanwhile, the luxury brand Louis Vuitton (LV) was not far behind and launched some handbags with folding screens. That's right, technology and fashion are now one.

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MAKING CLOTHES FOR THE
GOOD OF ALL LIVING THINGS

Inspired by the Buddhist concept of Right Livelihood; "ethical business behaviour, making a living in a way that does no harm to people and the natural world", manufacturing sustainably has been at the core of our business since 1989.

We are committed to...

Making clothes ethically and as environmentally as possible, preserving traditional skills.

Making all design decisions based on the premise that the environmental impact of a product is decided at design stage.

Using sustainable raw materials.

Durable quality and durable style.

Making in the EU, supporting local manufacturing.

Promoting good labour standards and working with Fair Wear Foundation to continuously improve our performance.

Ensuring that all dyeing and processing is at a minimum in compliance with REACH, while aiming for GOTS certified.

Reimagining waste.

Cutting our carbon emissions by producing in the EU, where the highest proportion of our customer base is.

Being completely traceable and transparent by 2020.

Proving that changing the industry from within is possible.

We will always look for ways to lessen our impact and implement solutions.

NO MORE FASHION VICTIMS

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Inspired by the Buddhist concept of Right Livelihood; "ethical business behaviour, making a living in a way that does no harm to people and the natural world", manufacturing sustainably has been at the core of our business since 1989. Making clothes ethically and as environmentally as possible, preserving traditional skills.

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Katharine Hamnett: “Human actions are threatening the very existence of life on earth”

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On World Earth Day, fashion’s original eco-warrior writes for us about her battle for sustainability - and what still needs to change

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Our Standards

Our standards are based on the International Labour Organisation (ILO) conventions and industry best practice. In 2019, we launched a new set of policies and guidelines to our suppliers outlining our requirements and expectations relating to social responsibility. These include our Supplier Code of Conduct, Responsible Sourcing Guide, Modern Slavery Policy and Subcontracting Policy.

These policies outline the standards we expect our suppliers to uphold to ensure everyone in our supply chain is treated fairly and with respect. We understand that sometimes our suppliers might need support to comply with our standards. We are committed to providing guidance and, where needed, training so that they can make improvements and ensure workers' rights and wellbeing are protected.

· Responsible Sourcing Guide

· Subcontracting Policy

The policies have been translated in all the languages relevant for our suppliers and are available to them on our internal Suppliers Hub.

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Social Sustainability | Stella McCartney US

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This holiday season, I have an early New Year's resolution for the sake of Planet Earth: let's all become radical environmentalists.

This sounds like a big leap-but it's not. All you need is a sewing kit and a set of repair instructions.

As individual consumers, the single best thing we can do for the planet is to keep our stuff in use longer. This simple act of extending the life of our garments through proper care and repair reduces the need to buy more over time-thereby avoiding the CO ₂ emissions, waste output and water usage required to build it.

Why is repair such a radical act? Fixing something we might otherwise throw away is almost inconceivable to many in the heyday of fast fashion and rapidly advancing technology, but the impact is enormous. I tell you this as CEO of a clothing company that, despite a deep commitment to responsible manufacturing, still takes more from the earth than it returns.

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Worn Wear: Better Than New - Patagonia.com

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This holiday season, I have an early New Year's resolution for the sake of Planet Earth: let's all become radical environmentalists. This sounds like a big leap-but it's not. All you need is a sewing kit and a set of repair instructions.

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Yellow. It's a divisive thing, isn't it? The colour of Big Bird, the Tour de France winner's jersey and fishermen's wellies. The Beatles sang about it. In nature, when paired with black, it means danger. In Japan, it often represents courage; in Russia, a psychiatric hospital is known as a 'yellow house'. And yet it also represents sunshine, happiness and spring. The acid smiley face is the colour's DNA.

And it's been on our fashion radar for decades: first popular in Victorian times for ladies' morning dresses, revisited in the Seventies as mustard corduroy, and now - thanks to Balenciaga, Gucci and Christopher Kane, to name but a few - it's coming to a high street near you. And yet it remains a controversial colour for most. The Marmite of the fashion world. I've always thought it washed me out, with my pale skin and blonde hair. I remember as a teenager being told I shouldn't wear yellow, obediently doing just that until recently (such are the silly rules we often unwittingly adopt). Although it must be said: if you are of a darker complexion than me, then lucky you - every shade will suit you.

It's not a colour that's trended much in recent years - or at least not compared to the rest of the rainbow. Pink has had more of a moment, even garnering its own nickname - millennial pink - thanks to its stratospheric popularity over the past few years. Blue had a bit of a thing several years ago, too, albeit a much less Insta-worthy one. And now, it's yellow's turn.

The spring/summer 2018 catwalks were awash with sunflower shades. There were yellow tartan trousers and Crocs at Balenciaga, sheer lemon-yellow chiffon dresses at Preen and knee-high sports socks at Prada. A skinny-strapped asymmetric cocktail dress is everything I want to wear on holiday this summer.

And then there is Ganni - the Copenhagen-born brand that is rapidly gaining cult status among the Instagram generation - first with its sold-out banana T-shirt and now with its egg-yolk-bright belted coat. And of course there was that Tibi dress,seen on the back of every street-style star worth their salt at New York Fashion Week this February, that most likely populated your Instagram feed for the duration of the month. Canary yellow, ankle length and subtly pleated (pictured above right), it's one of their best-sellers and a style they're having trouble keeping in stock.

So, how to wear it. Well, as always, accessories are your entry level. Fancy a yellow bag? Take your pick. Everyone from Roksanda to Loewe and Fendi have done their versions, with the high street not far behind. Shoes? If Christopher Kane's Crocs are just one step too far for you (I'll forgive you, but do not pass Go. Do not collect £200), then perhaps Calvin Klein's yellow cowboy boots might be your thing. Or Ellery's ankle-tie leather pumps are très chic when worn with all black.

For just a flash of yellow, a cotton poloneck (Uniqlo's HeatTech are the best), worn under a buttoned-up shirt and tucked into denim, feels very Calvin. You could apply the same layering trick to any T-shirt/summer-dress combo.

When it comes to what to wear with yellow, it goes especially well with camel, which has a sort of instant neutralising effect on it. Try a classic trench - there are hundreds on offer this season - belted to give structure to a floaty floral summer dress (Self-Portrait and Urban Outfitters both have great yellow ones).

But of course, those willing to move beyond this slightly safe pairing will get serious style kudos for going the whole hog with a full head-to-toe yellow look. Shrinking violets, this one's not for you, but those brave enough to wear yellow-on-yellow-on-yellow, I salute you.
Follow Harriet as she tries the trends @harrietstewart

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Bright Yellow, The Colour Which Has Come To Define Gen Z

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Yellow. It's a divisive thing, isn't it? The colour of Big Bird, the Tour de France winner's jersey and fishermen's wellies. The Beatles sang about it. In nature, when paired with black, it means danger. In Japan, it often represents courage; in Russia, a psychiatric hospital is known as a 'yellow house'.

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Using Patagonia's $20 Million & Change investment fund, we're supporting new economies that revolve around extending the life of stuff we already own. For example, our partners at Yerdle make it easy to give away things you don't need, and get something useful in return.

And we sell used Patagonia clothing at our Portland retail store through an innovative trade-in program. But nothing lasts forever, so we continue to offer easy ways to recycle Patagonia products-100% of what we make-when they finally reach the end of their useful lives and can no longer be repaired.

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Worn Wear: Reuse & Recycle Your Gear - Patagonia.com

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Using Patagonia's $20 Million & Change investment fund, we're supporting new economies that revolve around extending the life of stuff we already own. For example, our partners at Yerdle make it easy to give away things you don't need, and get something useful in return.

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How Gen Z Influencers Are Shaping Luxury Brand Futures

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How Gen Z Influencers Are Shaping Luxury Brand Futures

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What possible impact could a teenaged boy have on the fortunes of luxury brands like Gucci (NYSE: GUC), Rolex, and Burberry (NYSE: BRBY)? As I recently learned firsthand, more than you might imagine.

I was packing for a recent business trip when my 15-year-old son appeared in the bedroom doorway, leaned against the jamb, and asked, "Dad, what are you going to be flexin' in New York?"

"Flexing? You mean going to the gym?"

"No! You know, like how about wearing your GMT Master Batman Rolex? Or get a Gucci belt. Get your flex on, Dad!"

The term was new to me but not to my Gen Z progeny. It appears in rap lyrics and YouTube videos of performers boasting, fanning wads of cash, and other demonstrations of prosperity or bravado. Interesting to know, but not nearly as interesting as the fact that my teenager is embracing the luxury brand ethos and wants to share it, to influence me.

As a provider to retailers of predictive analytics and other tools, this was a fascinating bit of accidental research, the kind that is invisible to data crunching, focus groups, and trend lines. I had the bit of curiosity in my teeth. Not long after, I was at an industry event in Las Vegas and ran into a Wall Street analyst I know. The first things I noticed were his Gucci slip-on loafers, his Gucci blazer, and his designer belt.

Soon after that display of flexing, I had dinner with a twenty-something business news reporter. At one point I asked her, "If I gave you a million dollars to spend on clothes and such, would your first instinct be to spend it on well-known brands?"

Without hesitation, she said, "Absolutely."

The final bit of evidence that we're in an uptick in the luxury brand cycle is that after years of "de-branding" that accelerated during the Great Recession, companies like Burberry are re-flexing their brands. For $790, Burberry will sell you a loose-fitting cotton shirt with leather trim and the name "BURBERRY" printed in huge red letters across the chest.

What's happening here may be as significant as what happened during the late 1970s and into the 1980s, when young urban professionals became Yuppies, drove BMWs, and-in urban centers like New York-shopped at Ralph Lauren (NYSE: RL). Now, as then, young people are putting a high value on status. As a result, Generation Z has become a target for marketers who are aiming via social media at what would seem to be unlikely influencers.

In a feature article last fall-"Meet the 9-Year-Old Telling You What To Wear"-the Wall Street Journal profiled such a child, a fourth-grade fashionista named simply Giana (her last name is never used). Giana has an artistic streak, models a line of "streetwear looks," and posts her photos and likes for more than 20,000 followers on Instagram. She has been recruited by brands like Nike (NYSE: NKE), which is collaborating with her on a line of shoes.

This is a very different world from the one in which most of us came of age. Youngsters like my son are in the first generation that grew up with the Internet, cell phones, etc., and are much savvier than their parents about social media. A chosen few are being recruited by marketers to reach the roughly 67 million Americans who were born between the late 1990s and a few years ago, a group which directly or through parents is estimated to have nearly $45 billion in purchasing power.

More profoundly, it is established social science that affinities developed during childhood are enduring. Baby Boomer boys will recall that Dad's favorite gas station gave away or sold branded toys, such as miniature gas stations or tanker trucks. When those kids grew up they bought the brand of gas that Dad bought. Gen Z and the brands they are flexing today are shaping the future in a way that's never before been possible.

There's another element to this phenomenon that social scientists say we haven't experienced since the Great Depression. Writing in the Wall Street Journal last September, Janet Adamy, who writes about demographics, observed that the 17 million members of Generation Z who are now adults and starting to enter the workforce, "came of age during recessions, financial crises, war, terror threats, school shootings and under the constant glare of technology and social media." Adamy suggests that, compared with older population cohorts, they are "more industrious and driven by money," and thus more attracted to traditional high status, high-perceived-value brands.

In a recent conversation with Milton Pedraza, CEO of the Luxury Institute, a research and business solutions firm, he agreed that, "Luxury and prestige logos are back with a vengeance. In today's luxury world, brand influencer power is often reversed, with connoisseur teens guiding their parents as to which brands are hot, and which ones are not. Whether or not luxury brand stewards realize it, the influential power of Gen Z spans categories and generations".

Brand managers should be paying close attention to the youngest generation now so that when these influencers become customers and decide to "flex," the products they fancy are on store shelves or ready to ship. For Gen Z, it will be more important to have the items they want to buy in stock than it is for Millennials and older generations to be offered items that surprise and delight. Where other generations want to stand out, Gen Z consumers tend to want to fit in.

For marketers, trial and error is a risky, inefficient strategy for determining how best to serve this unique market the way it is used to-better and faster. Instead, brand managers need to become more savvy and nimble about leveraging technology and predictive data. There are a number of companies that can help solve this "voice of the customer" challenge. To be competitive in the future, luxury brand executives should be tapping into these predictive resources today.

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How Gen Z Influencers Are Shaping Luxury Brand Futures

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What possible impact could a teenaged boy have on the fortunes of luxury brands like Gucci (NYSE: GUC), Rolex, and Burberry (NYSE: BRBY)? As I recently learned firsthand, more than you might imagine. I was packing for a recent business trip when my 15-year-old son appeared in the bedroom doorway, leaned against the jamb, and asked, "Dad, what are you going to be flexin' in New York?"

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3 Ways Millennials And Gen-Z Consumers Are Radically Transforming The Luxury Market

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3 Ways Millennials And Gen-Z Consumers Are Radically Transforming The Luxury Market

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A new study is out that sets the stage for a radically transformed luxury market by 2025. Millennials are driving this train, and what they expect from luxury brands is radically different from previous generations. Fasten your seatbelts, it's going to be bumpy ride into 2025.

The study, produced by two powerhouses in luxury circles, Boston Consulting Group (BCG) and Altagamma, completes their sixth annual survey covering more than 12,000 respondents in ten leading countries, with an oversampling of consumers in the United States and China, the world's two largest markets for luxury brands.

All told, the survey taps the perspectives of luxury consumers in roughly 85% of the total global luxury market. "We qualified our sample to include only what we called 'True-Luxury' purchasers," Sarah Willersdorf, partner and managing director at BCG, told me. "To qualify for the survey, consumers had to meet a threshold of spending so that they were real consumers of luxury goods and services, and did not just have high levels of household income."

For example, consumers had to spend a minimum of €5,000 (about $5,600) in total on personal luxury goods over the past 12 months with threshold levels of spend set for specific categories, such as €1,000 for handbags, €350 for shoes and €250 for jeans.

Overall the surveyed consumers averaged €39,000 (about $44,000) in total luxury spending. That qualifies as "true luxury" in my book.
Luxury market size and scope today and tomorrow
In 2018 the luxury market is reported to have reached €920 billion (~$1 trillion), of which €330 billion (~$370 billion) was in personal luxury goods and €590 billion (~$660 billion) was for experiential luxury, such as dining, hotels, cruise/resorts, wine and spirits, design furniture, lighting, cars, boats and smartphones/tablets.

The global luxury market is predicted to top €1.3 trillion (~$1.5 trillion) by 2025 , with experiential luxury growing about 5%, far faster than personal luxury at 3%, with accessories and cosmetics expected to gain the most from 2018-2025.

Today Millennials, those born from 1978-1992, represent only about 32% of spending in the personal luxury market, but by 2025 they are expected to make up 50% of the total market . Some 130% of market growth in the next seven years will be attributed to the Millennial generation. Note: the birth years defining the generational cohorts in this study differ slightly from that common in U.S. demographic analysis.

But Willersdorf advises that the younger Gen-Z cohort (1993-2001) will have a strong influence on how fast and deep the changes in the luxury market evolve, yet they remain a mystery to many luxury brands.

"Today Gen-Z represents only about 4% of the true-luxury market, but we can't underestimate them because of their low-purchase rate," she says. "By 2020 we estimate that they will drive 8% of true-luxury spend. But more than that, they have a powerful influence in the market and have a different set of values and ideals than even the Millennials."
Three trends, three opportunities and challenges
Given BCG/Altagamma's six-year perspective on the true-luxury market, the report identifies six previously transformational trends that have stabilized. They are well established in the market and will remain part of the luxury business model, notably omnichannel distribution, mono-brand stores, made-in/country-of-origin authenticity, high-low/mix-and-match flexibility, customization and shopper tourism.

Further, four other trends are on the rise and will continue to drive demand, including the luxury of casualwear, the influence of "influencers" on consumer preferences, social media engagement and online sales, which has reached over 20% penetration as the "place" of consumers' last purchase.

But Willersdorf and I focused our discussion on the following three most transformational trends, which are going to pick up pace from now until then. Because they are a radical departure from the traditional ways luxury brands operate, these trends need to be on everyone's radar:
Collaborations make for strange bedfellows
Millennials are demanding that luxury brands look beyond their four walls and the traditional designers that work there for new ideas and interpretations of luxury.

"Collaborations are key to the new luxury," Willersdorf says. "Millennials are looking for innovation in design, along with unique collections that reflect their individuality and values."

Such collaborations, often presented in limited editions and timed drops, are most in demand in handbags (purchased by 47% of true-luxury consumers surveyed) and sneakers (33%). The most popular pairings combine luxury and streetwear, including Louis Vuitton and Supreme, Adidas and Kanye West's Yeezy, and Chanel and Pharrell.

Willersdorf also notes that luxury brands are creating more lasting relationships with cutting-edge, youth-inspired designers, like Rihanna and her new Fenty Maison with LVMH and Virgil Abloh, men's wear design director for Louis Vuitton.

Collaborations are all about the young, with 60% of Millennials reporting any such purchases, compared with 40% Gen-X (1963-1977) and only 20% of Baby Boomers (1946-1962).
Stigma comes off second-hand luxury
While the second-hand personal luxury goods market is small-€22 billion (~$25 billion)-its influence on the primary market way outpaces its dollar value.

Overall 44% of consumers surveyed say they consider the resale value of new items they purchase, with 50% of Millennials thinking long term to a much greater extent than Gen-Xers (35%) or Boomers (24%). And the report also notes that only 34% of those surveyed actually consign goods with second-hand sellers, which suggests a further opportunity for segment growth.

Of note, the U.S. is the leading country for secondary luxury goods, with 50% participating in it either as a buyer (18%) or seller (11%) only or both (21%). China, on the other hand, is primarily a sell market (26%), with only 5% buying second-hand and 12% selling and purchasing. Some 57% of Chinese consumers don't participate in the secondary market.

Overall 45% of true-luxury consumers participated in the second-hand luxury market, and more than one-fourth (26%) have bought pre-owned goods.

"Second-hand luxury is rapidly becoming mainstream," Willersdorf says. "And it is not just the lower price that attracts these true-luxury consumers. It is often the only way they can buy scarce, limited-edition, special sold-out collaborations missed the first time or vintage items."

The most in-demand pre-owned brands are Chanel, Louis Vuitton, Gucci, Burberry and Dior. Further, 40% of all pre-owned purchases are handbags, followed by clothing (16%) and small leather goods (13%).

To keep the primarily online secondary marketers, like top-ranked Vestiaire Collective and Vinted, supplied with products, consumers are driven by the desire to empty out their wardrobes and to finance new purchases. But growing in importance are concerns about sustainability and the desire to be responsible consumers.
The sustaining power of sustainability
Since 2013 luxury consumers' purchase decisions have shifted dramatically by their concerns about sustainability and social responsibility.

Today 56% of true-luxury consumers are attuned to luxury brands' stance on social responsibility, as compared with 45% in 2013. Some 62% say they will choose to do business with a brand that supports sustainability over a brand that does not, compared with 50% in 2013.

Interestingly, sustainability concerns are far greater for South Koreans (81%), the Japanese (70%), Chinese (66%) and French (66%) than it is for Americans (45%) or the British (43%).

The sustainable luxury consumers are primarily concerned with the environment (37%), animal care (27%) and ethical manufacturing (21%). Millennials place a higher priority on the environment (42%) and animal treatment (26%), than do Boomers whose primary concern is ethical manufacturing (32%).

"Sustainability will continue to advance in importance," Willersdorf explains. "It will feed both the secondary-luxury market as well as give a lift to limited-run collaborations which show a brand's respect for not flooding the market with too much merchandise."
Gen-Z as the next luxury generation is all-in on these trends and more
As we concluded our discussion, Willersdorf warned against luxury brands overlooking the next-generation consumers, as they might have underestimated the influence of Millennials a decade ago, when they still hadn't reached scale as true-luxury consumers.

Generational shifts are hard to adapt to, and this coming one that will be brought about by the Gen-Zs will magnify the trends driven by Millennials and at the same time be different from them. "Gen-Z have a unique set of behaviors and values. They purchase collaborations more (67% versus the average of 50%) and they are more influenced by sustainability and more active in the second-hand luxury market than average," she asserts.

She also points to Gen-Z's preference for mixing-and-matching and purchasing high-low. Some 56% of Gen-Zs have partially shifted spending from traditional luxury brands to premium, fast-fashion, niche and sports brands, as compared with 52% of Millennials and 46% of true-luxury consumers overall.

"As these brands, which we call 'aspirational,' become better quality and more sustainable, traditional luxury brands will have to get even better faster to stay in the lead," Willersdorf explains.

Gen-Zs are also more profoundly influenced by influencers on social media, notably Chiara Ferragni, who ranked on Forbes List of Top Fashion Influencers 2017 and among the BCG/Altagamma top three influencers in this survey across all geographies.

Ferragni also aligns with the collaboration trend having done capsule collections with Gucci. In addition, she has launched her own niche brand available online and in more than 350 stores worldwide, with flagship stores in Milan and Shanghai.

And finally, with many Gen-Zs still living at home, they are influencing the purchases of their trailing-edge Boomer and Gen-Xer parents."Brands need to pay close attention to the Gen-Zs as influencers for the future," Willersdorf concludes.
See also: What The LVMH-Rihanna Partnership Means For The Luxury Market See also: 4 Mega-Trends Ahead For The Luxury Market In 2019: Expect Turmoil And Slowing Sales
... Read More

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3 Ways Millennials And Gen-Z Consumers Are Radically Transforming The Luxury Market

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A new study is out that sets the stage for a radically transformed luxury market by 2025. Millennials are driving this train, and what they expect from luxury brands is radically different from previous generations. Fasten your seatbelts, it's going to be bumpy ride into 2025.

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How Louis Vuitton is resonating with Generation Z and Millennials

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How Louis Vuitton is resonating with Generation Z and Millennials

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Leading the luxury industries' fight for every millennial's heart and wallet is a house with over 165 years of tremendous evolution. Louis Vuitton, once known solely for its signature rugged luggage bag, has successfully become one of the most sought after brands amongst millennials. Following the lead of a new executive VP, Delphine Arnault; the first woman and youngest person to ever occupy a management post in the LVMH group, the brand had begun strategically pivoting its messaging to suit a younger demographic through teen-oriented campaigns and endorsements. It was Delphine who also initiated the very first LVMH Prize - an international competition to discover young fashion designers and talents. At the time, Louis Vuitton was focused on positioning itself as a brand which created platforms to give rising creatives the recognition they deserved.

Going above and beyond the traditional means of advertising, Louis Vuitton found innovative ways to infiltrate a new diversified market, through collaborations with popular, up-and-coming brands and designers such as Off-White Founder Virgil Abloh and Supreme.

These collaborations were of major significance. Supreme's emergence in the market as a New York-based skatewear brand had become a global phenomenon. The brand's cache was on the rise with endorsements from celebrities such as, Mike Tyson, A$AP Rocky, Jim Jones and Rosa Acosta. It wasn't long before the brand had gained significant market share with a cult-like following amongst the youth. Louis Vuitton's collaboration with Supreme had thus given both brands the opportunity to tap into the other's demographic and elevate their position vertiginously as market leaders in their respective fields.Upon launch, reports revealed LVMH group's profit skyrocketed at least 23%, amassing the company's approximate earnings in the first half of the year to $23 billion USD. The consumer response to the collaboration couldn't get any more favourable.

These efforts coupled with multiple other back to school campaigns not only boosted sales but also created buzz and the illusion of accessibility across all demographics. The brand's success can be measured by Piper Jaffray's latest "Taking Stock with Teens" fall survey which reported a rise from 11% to 14% in Louis Vuitton's approval ratings amongst a total of 9,500 teenagers with an average household income of $65,400.

Riding on the wave of success, Louis Vuitton's partnership with Virgil Abloh was another step in a greater direction. The American designer, DJ and stylist, gained prominence as the 21-time Grammy award winner, Kanye West's creative director. He has since made immense waves in the fashion industry with his luxury streetwear label, Off-White. The label which focuses primarily on high-end T-shirts, hoodies and sneakers, is greatly beloved not just by teenagers worldwide but celebrities like Rihanna, Kendall Jenner, Marc Jacobs and Julia Roberts. Garnering experience and knowledge from internships with Fendi, working under Kanye and even with Jay-Z - Virgil was successful in creating a brand some describe as "ironically simple" yet so adored.

The partnership in March 2018 which made Virgil the artistic director of menswear at Louis Vuitton could not come at a better time. Virgil was at his peak, had a tremendous following and become the pinnacle of contemporary fashion. Virgil Abloh's partnership intended to bring fresh appeal to the timeless Louis Vuitton...and it did. Debuting with a Spring 2019 menswear collection, titled "We Are The World", the line gained cosmic recognition and presented Louis Vuitton in a renewed light. Featuring neon colours, sporty silhouettes, chunky sunglasses and basketball-style high-tops with bold panels - the line was the ultimate technicolour fantasy and embodiment of timeless youth, embarking Louis Vuitton onto a new chapter.

Since then, Louis Vuitton is leaving no stone unturned. Besides, who doesn't crave a little childhood nostalgia, 90s paraphernalia, and arcade-style FUN! The Endless Runner is an original Louis Vuitton and Virgil Abloh web game which was launched to their site in early July 2019. The game which infinitely scrolls, is more than a way to pass the time or compete with friends - it's a unique traffic booster and a definite reason to get people talking.

Whether it's the cutting-edge games or over the top avant-garde art and street style collaborations - this is merely the beginning of their efforts. Louis Vuitton has every intention of conquering the under-35 market by 2025, or maybe sooner... thanks to their newfound partnership with Riot Games and involvement in the League of Legends World Championship.
*Update:
Louis Vuitton's collaboration with League of Legends launched for pre-order on 9 th December. The collection, designed by Nicolas Chesquiére in partnership with Riot Games incorporates unique and original references and colours true to the actual game universe. Featuring anything and everything from a $170 bandeau to a $5,600 leather jacket plus a Qiyana-inspired champion t-shirt for $670 and a $2,420 hoodie - the collection appeals to both material and digital fashionista players with special Louis Vuitton game skins, costing as little as $10 to $15.

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How Louis Vuitton is resonating with Generation Z and Millennials

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Leading the luxury industries' fight for every millennial's heart and wallet is a house with over 165 years of tremendous evolution. Louis Vuitton, once known solely for its signature rugged luggage bag, has successfully become one of the most sought after brands amongst millennials.

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Ralph Lauren, Prada, Saint Laurent, Balenciaga, Michael Kors and Burberry feature among industry leaders in the 'Great Awokening' who are pushing for transparency in production, and banning the use of animal fur - thanks to the changing customer demographic

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How Gen Z 'woke' up luxe fashion brands to fur-free practices

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Ralph Lauren, Prada, Saint Laurent, Balenciaga, Michael Kors and Burberry feature among industry leaders in the 'Great Awokening' who are pushing for transparency in production, and banning the use of animal fur - thanks to the changing customer demographic

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The Ultimate Guide to Marketing to Gen Z in 2019

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The Ultimate Guide to Marketing to Gen Z in 2019

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17 minute read time

Introduction

As a digital marketer, you're probably familiar with the doomsday warnings about marketing to the upcoming generation, Generation Z, which includes anyone born after 1995: They don't check their email, they have the attention span of a gnat, and they're killing any business that isn't online.

Maybe you're even feeling pressure-from your own metrics or from your C-suite-to start reaching out to Instagram influencers or explore ways to start marketing on Snapchat in order to engage these new customers.

Gen Z marketing challenges

In marketing, someone's always waiting to proclaim "the end is nigh" with every new technology or culture shift, but don't worry. Every generation introduces challenges, but marketers adapt well. Evolving is as much a part of the industry as any key performance indicators or data.

For instance, you've probably heard that Gen Z has the attention span of about 8 seconds-compared to the millennials' 12-when, in reality, they actually possess a sophisticated filter that comes from growing up surrounded by a deluge of information.

You'll only have a few seconds to convince Gen Z consumers that your ad, blog post, etc. is worth their time-but if you do, they can focus (the word "binge" comes to mind) long enough to complete in-depth research on any topic.

So next time someone tells you Gen Z will kill your marketing strategy, have no fear. Gen Z-just like millennials, Gen X, and even the baby boomers before them-will be no different than any other generation. And to help quell the panic, we did our own research to demystify marketing to a new group of consumers.

Why Gen Z matters for your business

By 2020, Gen Z is expected to account for 40% of all customers. Even more astounding, one expert says "Generation Z is one of the most powerful consumer forces in the market today. Their buying power is $44 billion and expands to $600 billion when considering the influence they have on their parents' spending."

Here's everything you need to know about marketing to Gen Z.

Who this guide is for

Marketers who want to learn more about the ways Generation Z interacts with email and other digital marketing platforms and how you can better engage them.

What you'll learn

How Gen Z interacts with email marketing and what they expect and want from their favorite brands. Specifically,

How often Gen Zers check their email accounts

How many emails they receive in a day

How they prefer to engage with brands

Key takeaways you can apply to your marketing efforts to better engage Gen Z customers starting right now.

About the survey

We reached out to 300 respondents, ranging from 14 to 26 years of age, to hear their thoughts on marketing. The majority of our respondents-96.39%-ranged from 18 to 24 years of age.

In this guide, we'll share the information we gathered along with everything else you need to know to target and engage with Generation Z.

Let's dive in!

If you're one of the 65% of marketers who intend to increase their spending on marketing to Gen Z, you'll want to know which channels deserve the majority of your marketing dollars.

While most marketers think Gen Z only cares about social media and thus focus their marketing efforts there, our study shows that Gen Zers remain active email users.

Gen Z is spending more time online than ever before- 45% of teens say they're online "almost constantly" combined with the 44% that say they're online multiple times a day -and while a large portion of this time is spent on social media, they still rely on email.

All this time online provides digital marketers with an opportunity to connect with Gen Zers personally and, as we know, it's important for brands to treat these consumers as individuals and not as one homogenous group.

The breakdown of Gen Z email use

How often do they check their email?

According to our results, 58% of Gen Z respondents check their email multiple times a day. Furthermore, 23% say they check their email at least once a day, 12.1% report checking their email a couple times a week, and 5.2% check their email only once a week. And finally, 0.98% of our respondents say they never check their email.

As you can see, a majority of our respondents check email regularly, with 81% saying they check their email at least once a day. Clearly, Gen Z continues to value email as a valid and important method of communication.

How many emails are they receiving?

Since the majority of Gen Zers, 66.9%, receive 20 emails or less a day, marketers have less competition for their messages to get through than they might on other digital platforms.

How frequently should you email them?

When asked specifically how often Gen Zers like to receive emails from brands, the largest group-31.8%-says they like to hear from brands a couple times a week. The next largest group-27.5%-says they want to hear from brands once a day. Furthermore, 19% say they prefer once a week and 18.4% say once a month.

Why do they use email?

A whopping 64.9% of respondents say they use email for their personal communication, while only 14.4% use email for work and 19.3% use email for school. While many use email for official communications, clearly a majority of Gen Zers prefer to use email even when they have other available channels.

Takeaways

Our results prove Gen Z isn't killing email. In fact, the majority of our respondents choose to use email of their own accord and for their own personal use. Email remains an effective way to engage with Gen Z, and the number of email users will continue to increase as they get older and enter the workforce.

All this information is great, but it won't improve your KPIs unless you know what to do with it. So, here are a few ways to leverage the above information to directly improve your marketing efforts:

1. Include a preference center.

It turns out the Gen Zers are- gasp!-just like the rest of us: Some want to hear from companies daily, but most say weekly, which is consistent with most studies on email frequency, regardless of the age of the respondents. A preference center enables you to ask your email subscribers how frequently they want to hear from you, allowing them to self-segment into the appropriate list.

This welcome email from Pinewood Social immediately sets the tone for the considerate relationship they want to build with their subscribers by establishing what new subscribers can expect and offering the chance to establish their email preferences:

Add a preference center to allow your subscribers to self-segment according to frequency as well as interests, hobbies, and activity and you'll be able to deliver the most relevant content directly into your subscribers' inboxes.

Gen Z has grown up in the age of data collection and they expect brands to use this data to deliver exactly what they want into their inboxes. Using data to tailor content to fit their preferences will show your Gen Z consumers your brand views them as an individual and cares about what each one wants.

2. Don't forget email marketing.

Because the majority of marketers target Gen Z through social media, their inboxes actually have less competition than their millennial or Gen X counterparts. Less noise means more space for your message to grab their attention, pass their 8 second filter mentioned earlier, and engage your audience.

This email from Refinery29 uses email marketing to drive traffic to their site:

As a direct line of communication that doesn't rely on algorithms to get your message in front of your intended audience, email continues to be a powerful tool to engage and connect with your audience.

Yes, even Gen Z.

Gen Z doesn't have one preferred platform. Instead, they're more likely than preceding generations to utilize multiple digital channels across multiple devices.

But they aren't posting or consuming the same type of content on each platform: According to a study recently conducted by Response Media, "On Instagram, they showcase their aspirational selves; on Snapchat, they share real-life moments; on Twitter, they get the news; and on Facebook, they glean information."

It's important you choose the right channel to deliver each and every message you want to send in order for your digital marketing to yield the best results possible for your brand and industry.

How exactly does Gen Z engage with brands across platforms?

How many times in the past month have they purchased something as a direct result of an email?

The most common response at 36.4% is that respondents have never bought something as result of an email. Meanwhile, 28.5% of respondents say they've made a purchase 2-5 times in the past month because of an email. 27.9% say once, 5.9% say 6-10 times, and 1% say 11+ times.

Email marketers have plenty of room to improve when it comes to getting Gen Z customers to convert as a result of email and email marketing.

Even though over a fourth of respondents haven't ever purchased because of email, plenty of their peers have made numerous purchases.

How many times in the past month have they purchased something as a direct result of seeing it on social media?

A full 33% of respondents report buying something after seeing it on social media once in the past month. 29.8% say never, followed closely by the 29.5% who say they've bought something 2-5 times. 5.2% say 6-10 and 1.6% say they've made more than 11 purchases.

Which method do they prefer to engage with a brand?

The respondents ranked social media first (with 1,591 votes), then email (1,515 votes), in-person (1,453 votes), ads (1,268), chat (1,159), and finally through a company's blog (970).

These results might surprise a lot of marketers, or at least they might've before this survey. While our respondents rank social media as their number one choice for engaging with brands, email comes in a close second, only 76 votes behind. In-person lands the third spot, another possible surprise for a generation that already has the reputation of preferring digital to in-person interactions.

Takeaways

Your Gen Z audience will likely connect with you on social media as well as through email, so don't send the same message on every single platform you use.

Instead, consider how different digital marketing platforms work together to augment the effectiveness of one digital marketing campaign, instead of considering each channel individually.

This means maintaining the right branding and message across every individual platform and its own nuances. Though you might switch up the tone of your message to coincide with the way Gen Z uses each platform, your overall message should stay the same. If not, you risk being misunderstood.

This means you'll need to use every platform effectively.

1. Optimize your sales funnel to accommodate leads from social media channels.

Gen Z feels confident making purchases after seeing an item on social media. Though not all of your prospects view social media as a place to shop and gather information before making a purchase, Gen Z certainly does.

Ensure that your social profiles are optimized for conversions. You should also optimize your conversion process for mobile devices so that Gen Zers can click through a link directly to your site and follow through your sales process without ever having to leave their smartphones.

2. Share your brand's values and mission.

You've probably noticed an uptick in teens speaking up on important issues, especially those that affect them. They've been involved in social activism since a much younger age. People take a brand's values into consideration more than ever before and socially-conscious brands find huge success in today's market.

In this email from Warby Parker, a well-known socially driven company, their story is front and center. They share what makes their company stand out in their industry:

In order to cultivate a personal connection with Gen Z, share your brand's story and values.

Your story makes your company unique and connects with your audience on a personal level, so don't let your brand's mission statement get buried on an obscure web page that no one visits. Keep it top of mind by featuring your story frequently on your social media as well as in your email marketing

But be warned: Gen Z has little patience for companies who pander. If your company claims to support a cause, be prepared to defend those claims with proof.

With Gen Z consuming content at a rate that was unheard of only a few years ago, how do you stay on top of trends and deliver the content they actually want, that doesn't fall flat?

Lisa Box of WP Engine, Inc. recommends, "To win with Gen Z, marketers have to evolve from informing to delighting, from celebrity to authenticity and from generic to predictive."

This means you can no longer simply tell Gen Z what you believe they need to know about your products, your services, or your company. Instead, focus on delighting them by delivering an experience straight to their email.

Because your relationship with your customers, Gen Z or otherwise, isn't about you. You should always craft your marketing and especially email marketing to deliver value straight to your subscribers.

This becomes even more true with Gen Z, who we know place a high value on identity. Gen Z wants to know whether or not your brand will fit with their own unique identity. This includes but isn't limited to your company values.

Remember, this generation has grown up on social media and has a better understanding of branding than some marketers.

So what is it exactly that Gen Z looks for in an email?

What factors influence whether or not they open their emails?

When asked why they open emails, 68% of respondents report opening emails for sales or offers and 60% say they open emails for relevant content, the two most popular reasons by far. Additionally, 36.1% say they open emails based on a personalized subject line and 35.1% say they open because of the graphics, images, or branding in the email.

What kind of content does Gen Z like to receive?

As might be expected, 82.3% of respondents claim they prefer to receive promos and special discounts through their email while 44.3% want product recommendations, 26.6% want company updates, and only 20.3% want links to blogs or resources.

Despite the fact that many of our respondents reported having never bought anything from an email, note that the two most popular responses refer to sales: Gen Z wants to receive discounts and promos in their emails along with products that will work for them.

Only 20-26% want to hear about the company or want links to blog posts. This might be because Gen Z expects to hear company updates through other mediums, such as Twitter or Instagram.

How does Gen Z think of email marketing?

When asked what adjectives come to mind, our respondents provide a slew of descriptions, but most of them revolve around how annoying and spammy pushy sales emails can be. They also use the word boring.

Of the positive descriptions, respondents describe exciting promos and great offers, as well as cool, interesting, and helpful.

Takeaways

While the reactions to email marketing run the gamut, one thing that comes across clearly is that Gen Z doesn't appreciate irrelevant, spammy emails. Emails that contain a hard sell will be a hard no from your younger customers.

But don't worry, these answers and this aversion to traditional sales methods support what we know about Gen Z: They don't want or trust companies trying to sell to them.

They trust one another and they trust influencers who promise products or services or brands can and will make their lives easier.

1. Include incentives in your emails.

Including incentives in your emails leads to better open rates, as does including personalization from names in subject lines to the relevant content contained within the email. Gen Z, like the rest of us, enjoys a good sale and making our money go as far as it can.

This email from Madewell offers an incentive to get their subscribers to make that conversion:

You probably noticed that, according to our survey, even though your subscribers like to receive promotions via email, not many of them are moving through your sales funnel and eventually converting. Clearly, there's a disconnect between what Gen Z wants and what marketers are currently delivering.

Maybe this disconnect formed because many marketers target Gen Z through social media-which is also effective-but clearly, there's an opportunity to capture more Gen Z conversions through email.

Currently, these potential customers are slipping through the cracks in your sales funnel.

2. Include plenty of user-generated content to encourage conversions.

Focus your emails on the sales process, keeping in mind that Gen Z shops differently than millennials or Gen Xers or baby boomers: Having grown up in the age of Amazon, Gen Z crowdsources their decisions to buy by regarding reviews of friends, strangers, and influencers.

This email from Nisolo includes user reviews alongside pictures of the shoe being featured as a way to show their customers will vouch for the quality of their products:

In fact, Ali Fazal emphasizes the need for user-generated reviews and lots of them: " Forget one or two sad reviews from some free plugin. I'm talking hundreds of reviews, user-generated photos and more. This is the new standard - not a 'nice to have when we get big enough,' but a must."

When suggesting products or offering discounts, add user-generated content, feedback, and reviews to encourage Gen Zers to convert.

3. Include video to keep Gen Z engaged.

In order to keep your email marketing from boring your Gen Z subscribers, include visually stimulating graphics, images, and video where you can.

According to the Pew Research Institute, the platform Gen Zers use the most is YouTube (85% of Gen Zers say they use the platform and 32% say they use YouTube more than any other social media site), followed by Instagram (72% say they use the platform though only 15% say they use it most) then Snapchat (69% use the platform while 35% say they use it most).

All of these three top brands share common characteristics: They're all visually stimulating.

Though not all email clients allow videos in email, there are ways to get around these limitations to include YouTube videos or gifs. Another option is to include a preview of the video and include a call to action that links to the YouTube video itself.

Where most traditional marketing centers around monologue, you speaking at your audience, email encourages dialogue, an open conversation between you and your subscribers.

Most of your audience, but Gen Z in particular, craves authentic connection with you. These days, consumers seek out brands that appear human.

The great news is that when your subscribers feel this connection, they don't just convert: They become lifelong brand advocates. In fact, 42% of Gen Z respondents claim to be brand conscious and 55% claim they'll stick to a brand they like in a survey conducted at the end of 2017.

Email newsletters provide the ideal opportunity for personal interactions with your brand, allowing you to showcase your human side.

But does Gen Z subscribe to email newsletters?

How many newsletters are you subscribed to?

The largest portion of our respondents, 39%, say they subscribe to only 1-5 email newsletters. The next highest portion, 37.5%, subscribe to no newsletters. 17.4% of respondents subscribe to 6-20 newsletters, 3.9% to 21-50, 1.6% to 51-100, and less than 1% subscribe to more than 100 newsletters.

Let's be honest: These are low numbers. But don't sweat it! These low numbers just mean there's plenty of whitespace in your audience's inboxes. Unlike with millennials or older consumers, you won't have to fight for a tiny slice of the pie.

What newsletters does Gen Z subscribe to?

The most popular response was The New York Times, and in fact many news sites showed up in their responses, such as ABC, NBC, Fox, and other daily news updates.

They also mention sports (specifically ESPN) and Vogue as some of the most popular. In fact, most of the newsletters are from various publishers, whether the publishers feature news, fashion, celebrity gossip, gaming information, etc.

The respondents also report subscribing to newsletters about specific hobbies, such as cooking, DIY projects, and saving money.

Takeaways

It's interesting to note that very few Gen Zers in our study report subscribing to newsletters from their favorite brands. But this lack doesn't mean these types of newsletters are bound to fail, but rather it highlights an opportunity for brands to break into a new demographic and expand their reach.

If you can tap into the interests of your Gen Z audience and deliver the authentic connection this generation craves, you have the opportunity to grow your audience with a speed and magnitude you haven't seen from any other demographic.

1. Build your cult following.

When you design your emails, aim to create a kind of cult loyalty. A cult following doesn't just like your products; instead, they like everything about you: your products, your people, even your philosophies. Customers will go out of their way to buy your products and they'll bring their friends with them.

In order to develop this kind of cult loyalty from your Gen Z customers, foster a personal relationship with your audience by

Promoting personalized content on your socials and through your email marketing

Allowing a glimpse into daily life at your company or with some of the public faces associated with your brand

Using excellent tracking and next-level artificial intelligence to anticipate the needs of your buyers

You don't want your customers to convert and forget about you. Instead, you want them to come back to your brand over and over again and this means you need to stay top of mind. You're not just making customers-you're building relationships.

2. Collaborate with Gen Z.

Use your newsletter as a tool to invite Gen Z into a collaborative relationship with you and showcase the results. Regardless of what industry you're in, find ways to allow your audience to become a part of the conversation and emphasize co-creation.

Dannijo's Instagram profile features a lot of user-generated content. In fact, they even include their branded hashtag as a way to be featured on their page:

Source: Dannijo's Instagram profile

You don't have to go far to see this in action. This type of collaboration is a key piece of influencer marketing, and we already know influencers resonate with Gen Z.

However, especially when it comes to influencers, remember Gen Z doesn't appreciate the hard sell and plenty of brands have experienced backlash for posts that are highly scripted and thus, inauthentic.

In order to keep your influencer marketing on track and reach more Gen Z-ers, follow these three tips:

1. Ensure the influencers you work with share your audience's core values and mirror the type of identity they aspire to project.

2. Brands should work with diverse influencers who advocate for causes similar to your brand's mission statement.

3. Prioritize storytelling in your content that's transparent and not opaque, meaningful and not shallow, genuine and not staged.

In addition to influencer marketing, tactics like user-generated content and honest reviews work well because they invite Gen Z consumers to market with you. You'll see better results when they're involved and you'll save yourself some work as well.

Now you know the truth about Gen Z and digital marketing, and there's no reason to listen next time the naysayers say "kids these days" are doomed to ruin digital marketing for the rest of us. Every new generation of consumers means shifting our marketing tactics and best practices in order to continue driving revenue and growing as a brand.

When you execute your digital marketing strategy correctly, Gen Z can bring in major revenue, their own as well as revenue from their parents. You have the opportunity to engage a socially active, motivated group of young people who want to connect with your company and maybe even cultivate a cult following of brand ambassadors who will be loyal to your brand for life.

In the end, these young consumers aren't that different from the rest of us. They want the same thing we all want: to build lifelong relationships with companies and people who care about us and bring value to our everyday lives.

Case Study

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The Ultimate Guide to Marketing to Gen Z [New Research]

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All the trends you need to know in order to better engage your Generation Z customers through digital marketing. From social media to email, we've got you covered.

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How the Biggest Luxury Retailer You’ve Never Heard of Is Winning Over Gen Z 

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How the Biggest Luxury Retailer You’ve Never Heard of Is Winning Over Gen Z 

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FLANNELS' 10,000-square-foot Oxford store in the small university city's Westgate mall sells Fendi leather caps for $650, stone gray nylon overshirts by Prada for $900, and Balmain distressed biker jeans for $1,500. The store is the British multi-brand luxury retailer's newest and 43rd location, but it isn't being browsed by your typical middle-aged luxury consumer.

While FLANNELS caters to that shopper, too, today it's predominantly teenagers in Eastpak backpacks roaming the racks, purchasing OFF-WHITE utility belts, Heron Preston long-sleeve tees, and Gucci Rhyton sneakers after a long day at school. Despite the high price points and the fact it's a Thursday afternoon, the store is full.

"This is just an average day here," says one shop employee. "We get kids as young as 13 in here."

FLANNELS head of brand Carl Tallents gives us a tour. "Gen Z wants this and they're different than the generations that came before," he says. Wearing a double-breasted beige blazer, jeans, rose-tinted shades, a baker boy cap, and Prada penny loafers, Tallents, who joined FLANNELS two years ago, might dress differently than the streetwear-savvy youth FLANNELS caters to, but he understands the demographic's buying behavior in a way few of his peers can match.

"Social currency is huge now, and for the next generation, it's the easiest way to show how well you're doing," he says, explaining why teenagers will drop hundreds of dollars from their savings (or their parents) on luxury products. "Everyone wants to be liked, and with so much social wealth going on, there's a need for these products. It's a whole different world now."

With revenue of £155 million (approximately $204 million) in 2018, FLANNELS is the biggest luxury retailer you've never heard of. For comparison, MATCHESFASHION reported £293 million ($393 million) in the year ending January 31, 2018, END. Clothing projected $180 million at the end of 2018, and SSENSE says it's on track to hit $800 million in sales in 2020.

It's an impressive feat given FLANNELS is primarily a brick-and-mortar retailer in UK cities, whereas the digital-first approach of its competitors gives them a global presence. Online sales on FLANNELS' website, which was launched in 2007 and overhauled three years later, account for just 25 percent of its business, with the remaining three quarters of sales occurring at physical stores.

Brands are drawn by the retailer's ability to attract herds of young shoppers wherever a store opens. "In terms of doors, we're probably the biggest partner for most of these brands," says Tallents, who notes Gucci, Balenciaga, and OFF-WHITE as FLANNELS' bestselling brands. "Monetary-wise, we're probably the biggest buyer of some of these brands, too."

Despite the online market for luxury goods having tripled in size over the last five years to $27 billion in 2018, according to global consultancy Bain & Company, Tallents says the current divide between online and in-store will "remain the same, yet both will grow at FLANNELS."

Tallents and Mike Murray, head of elevation at FLANNELS parent company Sports Direct, are betting big on an aggressive brick-and-mortar expansion in the belief that Gen Z wants its shopping experiential and convenient. For shoppers in UK cities outside London, FLANNELS gives them direct access to brands often only accessible online.

"Online might even go down to 20 percent for us," says Tallents. "It's actually quite hard to buy from us online. We're quite expensive with postal delivery etc." It's a questionable strategy but one Tallents believes makes sense for FLANNELS' target customer. "Long gone are the days of living in Ipswich and having to go to London for fashion."

Robert Burke, founder and CEO of retail and fashion consultancy Robert Burke Associates, backs FLANNELS' strategy. "There's a lot of validity in having stores in secondary markets," he says. "For many people, that's their only real source of luxury goods and [FLANNELS] has built a strong business that way."

For Tallents, it's about touching the garments, trying on items, and experiencing the store in its entirety from the moment the doors open. For instance, window displays carry giant screens, created by W1curates, exhibiting custom works by different artists like Ben Levy, Endless, Tom Blackford and Bradley Hart. "From the outside, you can't look in, making it like the nightclub you want to enter but can't get into," Tallents says of the giant Pandora's box-like facade.

Convenience and accessibility isn't only down to the presence of boutiques around the UK, but also accessibility in the sense of FLANNELS' commercial buy. Gucci Rhyton sneakers and Valentino rock-stud-everything are some of the first things you see upon entering a FLANNELS. "It helps us educate the consumer," says Tallents.

This embrace of commerciality, rather than hiding behind a wall of showpieces and complicated fashion, is the biggest difference between FLANNELS and other multi-brand fashion retail businesses. It might not stock the most groundbreaking buy, but FLANNELS stores are full of the type of high-brand-recognition luxury that is driving the global luxury industry among Gen Z and millennials, groups who are set to account for 45 percent of the luxury market by 2025.

With that in mind, FLANNELS is now embarking on its biggest expansion yet, opening an additional 16 stores over the next year, bringing its total to 100 boutiques in the next three years. FLANNELS parent Sports Direct is majority owned by controversial billionaire Mike Ashley, who also owns UK department store chain House of Fraser, lingerie brand Agent Provocateur, and football club Newcastle United. Ashley has both the wealth and experience - the Sports Direct retail chain is ubiquitous in UK towns - to grow FLANNELS at a rapid clip. It's also said the company's presence in non-prime locations has worked to its advantage when it comes to rents.

Next on the agenda is FLANNELS' London flagship, located on Oxford Street, Europe's busiest shopping street. Opening in June, the 18,000-square-foot space will span four stories, including a gallery space where the company is looking to do events to foster a sense of community around the store.

"I want to drive as much theater into the store [as possible], whether through a million-dollar watch or an exclusive capsule," Tallents says.

"If they were to open in London first, before opening these other stores throughout the UK, they wouldn't get brands like Gucci and Balmain," says Burke. "But because they built this business where these brands weren't distributed, they're now able to bring them to London."

International expansion, starting with stores in the US and Italy, is set to follow. Burke says FLANNELS has big potential in countries where consumers have disposable income but limited access to luxury goods beyond traditional means. "The competition is fierce in established cities," he says. "[But] FLANNELS has a unique point of view and it's incredibly focused on who they're going after."

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FLANNELS is the Biggest Luxury Retailer You've Never Heard Of

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FLANNELS' 10,000-square-foot Oxford store in the small university city's Westgate mall sells Fendi leather caps for $650, stone gray nylon overshirts by Prada for $900, and Balmain distressed biker jeans for $1,500. The store is the British multi-brand luxury retailer's newest and 43rd location, but it isn't being browsed by your typical middle-aged luxury consumer.

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Who is Generation Z and How Will They Impact the Future of Associations?

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Who is Generation Z and How Will They Impact the Future of Associations?

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Generation Z can be defined as those born between 1997 and 2010. According to the US Census Bureau, Gen Z outnumbers Millennials and Baby Boomers, making up 25 percent of the population.

They are creative, open-minded, tech-savvy and ambitious. Never knowing a time without technology has made this generation technology-dependent and hyper-aware of the latest news and global issues. They are quick to pick up new software, platforms and technologies, and often, according to a University of Maryland study, display symptoms of emotional distress when kept away from their personal electronic devices.

Generation Z is culturally diverse, tolerant and accepting. According to Business Insider and the US Census Bureau, Generation Z is the most "racially diverse generation in America. This group embraces multiculturalism as part of who they are. They have grown up in a time when same-sex marriage and a black president is the social norm, and are more likely to know people who are multi-race, gay, lesbian, bisexual, or transgender than any other generation. They are socially aware, justice-minded individuals who want to make a difference; 60 percent want to have an impact on the world with their jobs, according to TIME.

But this social awareness has made them more cautious than past generations. Generation Z is drawn to safety and steers away from risky behaviors toward more sensible career and life choices. The economic recession of 2008 has shaped the generation and impacted their views and goals. In fact, a survey done by J. Walter Thompson Intelligence firm concluded that 58 percent are either somewhat or very worried about the future.

As this generation enters the workforce, associations must revamp their communication and marketing strategies to target future members. According to a report released by Common Sense Media, teens and tweens of Generation Z spend between six and nine hours a day absorbing media on multiple platforms, including YouTube, Facebook, Instagram, Snapchat and Twitter. With the average Gen Z member using up to five screens for consumption at a time, it is important to send messages across multiple media platforms. Communications with visuals, authentic content highlighting real people, and socially responsible messages will resonate with Gen Zers' and encourage engagement and involvement.

Although they prefer to receive content on their screens, face-to-face interaction, taking action, and being involved are important to the Generation. When communicating directly, 53 percent of Generation Z said they prefer in-person discussion over instant messaging or email. This is good news for the future of association events, leadership, and involvement. It is difficult to know for certain, but members of Generation Z may be equally as likely to attend an event in person as they are to watch it live-streamed on a screen. However, it is important for associations to account for those who would prefer a live-stream, and to maintain Generation Z participation by doing so.

Generation Z members are opportunists who want to gain experience, make connections, and lead. They are eager to learn and make a difference. Therefore, they are likely to get involved in associations- especially those willing to provide professional development and mentorship opportunities, and have plans to make a societal impact.

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Who is Generation Z and How Will They Impact the Future of Associations?

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Generation Z (people born since 1997) are opportunists who want to gain experience, make connections, and lead. They are eager to learn and make a difference. As they enter the workforce, associations must revamp their communication and marketing strategies to target future members.

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GUCCI® UK Official Site | Redefining Luxury Fashion

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The official Gucci website. Shop the latest ready-to-wear, handbags, shoes, and accessories from the luxury House helmed by Creative Director Sabato De Sarno.

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LOUIS VUITTON WEBSITE ANALYSIS CONTINUED

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LOUIS VUITTON WEBSITE ANALYSIS CONTINUED