Pop-Up Shops – Reinventing the Game!
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.