Youth

From Gen Z and beyond, explore emerging markets and micro shifts in youth consumer behaviour

Need to Know
26 : 06 : 19

Nike re-invents the church as a community space, why dating apps should be catering for older singletons and meal kits go green.

Verishop is a one-stop affordable luxury platform

Verishop

California – The new e-commerce platform is tapping into the retail opportunity presented by Generation Z and Millennial luxurians on the hunt for niche yet accessible luxury.

Created by former Snap executive Imran Khan, Verishop is positioning itself somewhere between Amazon and premium e-commerce platforms – a one-stop shop for what are largely direct-to-consumer (DTC) or nascent luxury brands, and in particular those targeting younger shoppers.

It will stock items from more than 160 brands, among them Ksubi, 7 for all Mankind and Young Frankk, with curated edits by Instagram influencers. Through such edits, Verishop hopes to better connect shoppers with brands and styles in what can be a confusing marketplace. ‘This is one of the problems we’re trying to solve… We think it will make shopping easier and less overwhelming for customers while helping brands get discovered,’ Khan told Vogue Business.

Verishop also responds to growing demand among shoppers for genuine luxury goods – an issue that Amazon Marketplace has faced with counterfeit luxury items being sold through its channels. For more on brands using technology to fight back against fakes, read our microtrend Blockchain Fashion.

ASOS launches a virtual catwalk in AR

ASOS Virtual Catwalk ASOS Virtual Catwalk
ASOS Virtual Catwalk ASOS Virtual Catwalk

London – Customers will be able to view items of clothing in augmented reality before making a purchase.

Collaborating with augmented reality firm HoloMe, ASOS has launched the Virtual Catwalk trial on 100 new-in ASOS Design products. Customers can use the technology by pointing their smartphone camera at any flat surface and clicking the AR button on a product within the ASOS app. They will then be able to view models wearing the item in their real-life environment.

The test is part of ASOS’s continuing experimentation with technology. Recently, the retailer introduced an AI-driven Fit Assistant to help customers with their Digital Fit. ASOS is also trialling AR that will enable people to view products on differently sized models. ‘By allowing consumers to bring mobile shopping into their own physical space, we can create a more intimate buying experience,’ says Janosch Amstutz, CEO at HoloMe.

ASOS is demonstrating how e-commerce brands can use Augmented Retail to enhance the try-before-you-buy experience.

Gucci goes local with Montauk retail takeover

Montauk, New York – The Italian luxury goods brand is venturing out of the city for the summer, with a retail takeover in the American peninsula village.

In situ for three weeks, Gucci is collaborating with local independent vintage store Melet Mercantile, presenting a curated selection of luxury items from its Towards Summer collection, alongside the store’s vintage fashion, records, art, skateboards and books.

While in Montauk, Gucci will also support the wider community and local organisations. Alongside working with Melet Mercantile’s owner and local figurehead Bob Melet, the brand is partnering with businesses such as Morty’s Oyster Stand to offer summer treats at the weekends, and will contribute to organisations such as the Montauk Playhouse Community Center Foundation.

With Montauk and nearby areas such as The Hamptons and Nantucket popular with affluent New Yorkers, Gucci is striking a balance between local communities and seasonal visitors through initiatives that bring both groups together.

In a similar vein, British luxury brand Mulberry is hosting a series of music events at pubs across London that are free for all to attend.

Gucci Gucci

Cannes Lions 2019: Nike church re-ignites belief in the next generation

Just Do It HQ At The Church by Nike, Chicago Just Do It HQ At The Church by Nike, Chicago
Just Do It HQ At The Church by Nike, Chicago Just Do It HQ At The Church by Nike, Chicago
Just Do It HQ At The Church, Nike, Chicago Just Do It HQ At The Church, Nike, Chicago

Chicago – Nike took home the Cannes Lions Industry Craft Grand Prix for transforming a former church into a sports centre.

In 2018, the brand converted the Church of the Epiphany in Chicago into a cultural hub for basketball, inspiration and a summer training programme in order to provide a safe space for youth to play and train off the streets.

The former church was transformed with a full basketball court, a gym and locker room for use by local schools. According to Trevor Robinson, founder of Quiet Storm, the agency awarded for the project, the design purposely eschewed heavy branding. ‘It became a haven for these kids – if you grow up in a tough area, to find a place where you can escape the world and be kids for a moment – this is an amazing thing for Nike to have done,’ he explains.

As young people continue to re-evaluate the values of religion, brands such as Nike are stepping in to transform religious spaces into community-driven hubs.

Stat: The opportunity for Baby Boomer dating apps

While dating apps such as Tinder and Bumble tend to target outgoing, single Millennials, a recent study by Mintel has found that it’s older consumers who are taking these apps more seriously. The report found that 67% of dating platform users aged 45–64 have met a date in person, compared with just 56% of users aged 18–24.

Although young people are more likely to use online dating – with more than four in 10 (44%) of British Generation Z consumers using these platforms – these consumers aren’t necessarily swiping to find love. According to Mintel, many are simply enjoying the gamified aspects and sense of exploration, without intending to take things further.

With so many young singletons swapping ‘obligaswiping’ for Insta-dating, dating platforms have an opportunity to create social spaces for Generation X and Baby Boomer consumers who are more open to human connection.

Thought-starter: Can meal kits become more sustainable?

From slashing waste to sourcing ingredients sustainably, meal kit companies are repositioning themselves as a solution for eco-conscious shoppers.

‘[We’ve] re-imagined what frozen food can be. Our meals are full of real, whole ingredients cooked by hand to bring amazing flavour and nutritional balance to our consumers’ plates,’ says Matt Davis, co-founder of Mosaic Foods. The company's mission is to turn the concept of frozen food into a compelling selling point for consumers by highlighting the potential to dramatically reduce food waste by redirecting it to frozen meal kits.

The first products in Mosaic Foods’ range includes six globally inspired vegetarian bowls, made from ingredients such as purple cauliflower and wheat berries, with separate sauces and garnishes, such as feta crumbles, crushed almonds and toasted pine nuts.

Packaging is another aspect of meal kits that is being disrupted in favour of more sustainable solutions. Working to counteract the layers of unnecessary cardboard and plastic insulation that are often part of home delivery meal kits, Otter Products has created Liviri. This re-usable box has built-in insulation that protects fresh and ambient ingredients. Its cycle is viable for about 75 deliveries, helping meal kit brands to save on the emissions of extra trips and single-use packaging.

Read the full listicle here.

Mosaic Foods, US Mosaic Foods, US
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