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OUTSIDE THE BOX
If you think you’ve heard the last word about millennials – think
again! Iconic cosmetic brand Estee Lauder mentioned the term 19
times in its latest annual report. Recent acquisitions like Glamglow
and Smashbox means bumping up marketing efforts. You may
be doing the same. Estee Lauder says 60% of its sales come from
millennials, much of it at Ulta and Sephora stores. One interesting
thing we can learn from this is if you want to capture this group’s
attention – Sample!
MILLENNIAL FEVER
SWAP
SNEAKER
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Everyone’s heard about the runaway success of the Rent The Runway site for women’s
fashions. Now the guys don’t have to feel left out. LSwop, or Luxury Swop, rents European
designer sneakers from designers like Tom Ford, Christian Louboutin and Pierre Hardy
which typically sell for $800 to $1,000.
Pay a monthly subscription and LSwop will rent you sneakers from one to four days. For a
mere $150, customers can rent one sneaker monthly, two for $250 and three for $350. Well,
they do send them in a wooden shoe box with a free pair of socks!
Google and Germany’s highly popular Zalando
e-commerce platform, have teamed up on
Project Muze that enables users to create
their own 3-D fashion designs using artificial
intelligence.
Rudimentary AI technology is already being
used in some areas of retailing. Could this be
the next step for supermarkets? Customized
3D foods?
Sometimes you’ve got to double down even when
the odds are stacked against you. That’s what
Under Armour, the sports clothing
manufacturer, is doing with the introduction
of a high-end apparel line at the recent
FashionWeek in New York. It’s a bold
move considering fashion collections from
competitors Nike, Adidas and Puma were
introduced years ago and are firmly entrenched
in retail.The line called UAS is aimed at
“ambitious Millennials” who may or may not
be willing to fork over $1,500 for a trench coat.
BETTING
THE LINE
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ALABAMA GROCER |