Pop-Up Shops – Rein­vent­ing the Game!

Apparel - - Contents -

A pro­file of the pop-up shop phe­nom­e­non

COM­FORT IS EV­ERY­THING

Mil­len­ni­als surely are fash­ion-for­ward and stylish, but never at the cost of com­fort. Slip­ping into any­thing un­com­fort­able just doesn’t make sense to this gen­er­a­tion. In their fast-paced life, mil­len­ni­als pre­fer min­i­mal­ism; they don’t fuss over putting to­gether a proper out­fit just to get out of the house. A sim­ple white T-shirt with a pair of ripped jeans, smartly-cut dresses in var­i­ous colours, monochro­matic schemes, and com­fort­able loafers are the go-to style for this gen­er­a­tion. This ex­plains why most young com­pa­nies now pre­fer ca­sual dress­ing at work in­stead of just ‘Ca­sual Fri­days’.

MIL­LEN­NI­ALS WANT BRANDS THAT RE­FLECT THEIR VAL­UES

Mil­len­ni­als are a free­think­ing gen­er­a­tion that strongly be­lieves in the con­cept of in­di­vid­u­al­ism. Gen Y un­der­stands that brands are cul­tural sym­bols that con­vey mean­ing. They nat­u­rally cling to ap­parel brands which help them ex­press their per­son­al­i­ties through their choice of clothes. This gen­er­a­tion ex­pects a piece of cloth­ing to not just re­flect their in­di­vid­u­al­ity, but also rep­re­sent their val­ues. With an evolved sense of fash­ion, they’re con­stantly on the look­out for some­thing new and cre­ative that will help them cre­ate their own style, thus mak­ing a state­ment for them. To get some love from mil­len­ni­als, it is im­per­a­tive for brands to un­der­stand their per­sonal style.

Mil­len­ni­als have in­flu­enced the brand­ing, mar­ket­ing strat­egy and ev­ery­thing we knew about the ap­parel in­dus­try a decade ago. The gen­er­a­tion has col­lec­tively ex­hib­ited a be­hav­iour pat­tern that has forced brands to re­think the story they tell. The key, how­ever, re­mains in stay­ing hon­est, rel­e­vant and a re­flec­tion of their val­ues. Brands that stop evolv­ing with this com­plex yet in­ter­est­ing gen­er­a­tion stand to lose out on a huge chunk of the ap­parel mar­ket, not just in In­dia but all over the world.

THIS GEN­ER­A­TION EX­PECTS A PIECE OF CLOTH­ING TO NOT JUST RE­FLECT THEIR IN­DI­VID­U­AL­ITY, BUT ALSO REP­RE­SENT THEIR VAL­UES.

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