In her essay “Marketing to the Millennials”, Suzy Menkes addresses the marketing of fashion to the millennials. Menkes believes that companies should reach out to the younger people since the majority of millennials use internet. She recommends that companies should find a way to reach the millennial generation because they have grown wired which means that they have access to everything like electronic and social media. She suggests that companies should send out advertisements through the media in order to catch millennials attention. Menkes article states that companies should target to the younger generation to generate a more successful company is logical. Menkes begins her essay by informing that the millennial generation is eager to …show more content…
Menkes draws the reader by using imagery to describe an advertisement, but she loses the reader in her introduction. She provides a website called Nowness.com but Menkes doesn’t fully describe what this website does or what the purpose of this website is in her article. Menkes base her idea that “finding a way to reach a generation that is eager to be entertained and informed… is the focus of every smart luxury and fashion brand”, a point that informs her argument that companies should focus on marketing to millennials but this is a faulty generalization that she assumes about the younger generation (497). She also makes a hasty generalization saying that all millennials have grown up wired which isn’t true since it’s a majority of millennials but not all (497). Throughout Menkes essay, she relies on interviews to help support her argument for example, she used an interviewer named Ms. Ahrendts who said that “ we can either get crushed or ride the greatest wave of our life” meaning that her company can be successful in marketing to the millennials or can be a downfall towards her company (498). Menkes limits her perspective on global markets to millennials because she only mentions about brands in America and not other countries throughout the world. In general, she makes a valid argument and concludes her essay by giving the reader an idea to make an effect towards her …show more content…
Marketing to the millennials is beneficial to companies because it increases their economic demands. Menkes states that “ this is the generation of free downloads, easy access to everything” which is true since in today’s society, millennials have access to social media, which they constantly use daily and also have access to electronics (497). According to a recent statistics, 91% of millennials are regular internet users and at least 25 hours / week are spent online (Charalambous). This statistic shows that the majority of millennials go on the internet frequently, meaning that they spend constant time online researching, shopping online, socializing and sharing on social networks. Nevertheless, millennials are more likely to have their first interaction with brands with their smartphones since much of millennials use their devices often that companies need to have a type of social media accounts to be able to reach out to this
...e my competition brand will gain more customers since teenagers nowadays want to appear youthful but mature. Recognizing the tweens as being unbeneficial and reducing these customers, we will lose market share but still improves effectiveness.
Thomas Frank’s book entitled The Conquest of Cool: Business Culture, Counterculture, and the Rise of Hip Consumerism takes a poignant look at the advertising world of the 1950’s and 1960’s, exploring how advertising played a role in shaping the next generation of consumers. Frank points out that he believes many misunderstand how important the key industries of fashion and advertising were to the shaping of our consumer culture, especially in getting Americans to rethink who they were. The industry of advertising was not conforming to the upcoming generation, instead the new consumer generation was conforming to the ideals of the advertising industry. Frank believes that the advertising and fashion industries were changing, but not to conform to the new generation, instead to shape a new generation of consumers.
Simon Sinek, in the YouTube video “The Millennials in the Workplace Interview”, states that Millennials need to learn balance with their social media and physical life. According to Sinek, a millennial is a person born approximately between 1984-2000. Throughout the Interview, Simon is very zealous, empathetic, apologetic, and humorous. He uses metaphors, They Say I Say, diction, and parallel structure.
With the rise of industrialization, globalization, and mass production, the manufacturing productivity has been dramatically increased and accordingly the availability of consumer goods. And with the rise of the mass media, various products have been targeted on broad groups of consumers. Consumerism, which is propelled by a system of mass production and high levels of consumption, has been one of the themes in art works from twentieth century till now.
On average, the typical millennial needs constant feedback on everything they do, and want to share their entire lives on social media. They want everyone to see their accomplishments. This differs from some of the older generations that may value their privacy and do not want to have their entire lives placed on the Internet. According to the “Millennial General Research Review,” Millennials are considered more accepting of other races and cultures compared to the previous generations. The Millennial generation puts more emphasis on trying to be culturally and racially accepting towards everyone. In addition, they are able to multitask better then any of the other generations, changing from task to task at an extremely accelerated rate and receiving their current information from technology like the internet and television as compared to other forms that were previously popular (“Millennial General Research Review”). Overall, Millennials have many defining characteristics that have helped shape them to who they
As Andres Tapia mentioned, “ To be young is to be experienced”. Millennials have a different perspective about how to success in life. Since millennials are born during this current era, they have an advantage over people that were born before. With the inclusion of technology, it is easier to learn and apply new knowledge than before. A good example is the “Apps”. It is only necessary to create an app that attracts the interest of many consumers to start making money. Finally, Millenials have the ability to adapt and evolve. Millenials are the representation of
Obama’s use of interaction via social media showed the importance of using the audience to your advantage. He gained supporters in a new way that his competitors had yet to tap into and shown how powerful online campaigning can be. Obama positioned himself to personable and down to earth by making his fans feel that they were on a “first name basis” with him. He met his audience on their level and made them committed fans of his campaign and his message. The online interaction by answering fan mail, online questions, and letters made people want to support his campaign because he built a relationship with them unlike his competitors. Fans felt like they knew Obama on a personal level because he reached out to them in way his competitors hadn’t. His campaign was successful because people wanted to feel connected to him in some way and feel apart of his successful. This is what made his online campaign successful.
As might be expected, the millennial generations as a whole are passionate about the technological and communication advances in the past decade with the internet and social media. “A new Pew Internet Project report reveals that 93% of young adult’s ages 18‐29 are online” (Andrew January 14 to 27, 2010). This allows access for marketer’s access to the generation in a different way than previous generations.
Today's young people are generally unresponsive to traditional brand marketing messages. Teens spent $12 billion dollars last year according to a recent study of Teen Marketing Trends. Teens not only use their money on small purchases such as music, clothes and food but also have the power to influence high-end purchases of their parents. Every year younger teens are being marketed because that they are the future teenagers and brand loyalty is an important thing to many companies. If you can get an older child hooked on a product, they’ll generally love it for life. These younger age demographics are being marketed to because more and more kids have increasing spending power and authority over what is purchased in their household.
...he media watches teenagers to find out what they like and target their advertisement to sell to them; however this demographic is aware of this and portrays what they believe the media want in order to be popular. This creates a loop and will force the advertisers to return to more basic forms of marketing.
The millennial movement gained over 20 million views. Another campaign, Between Two Worlds, was AT&T’s effort to lure young bicultural Latinos to their service. The campaign was a marketing effort, focusing on social media and documentary-style ads based on the real-life stories of young customers centering on how modern digital technology affects their lives. Their most successful campaign, and the one we will be expanding on in this paper, is the “It Can Wait” movement, an anti texting-and-driving initiative, with the slogan “Keep your eyes on the road, not on your
Social networks, like Facebook, Twitter, LinkedIn, and Pinterest are the places where social interactions, such as discovering and sharing happen. A smart business plan involves diligently establishing a presence on a multitude of social media platforms. Among the best known of these tools are sites such as Facebook and Twitter. With over one billion people on Facebook and 200 million people on Twitter, social media will touch nearly every customer that walks through company doors. According to a 2011 study conducted by IBM, Baby Boomers have demonstrated the most growth on social media sites. In 2010, 72% were using Facebook, Twitter, and other networks — up from 50% in 2009. So, no matter how young or how old your target audience ma...
This chapter will show the value and importance of fashion in our society, which is the main subject of this research. It focuses on the significance of fashion in terms of defining what society called as the ideal beauty standard, especially in the concept of beauty from Filipinos and the modern day fashion that millennials are trying to attain in order to answer the real purpose of keeping up with fashion trends to reach the expected beauty standard. This also relates to the claim in stating how fashion attempts to make everyone similar. People want fashion so that they can differentiate from other groups so that they fit in with their own social group or class.
As Generation Y, we are 63 million members strong and spend more than a billion dollars annually (Marketsource). With such spending power it is easy to see why companies choose us as their target market. We have grown up in a "'consumption culture" are "taught that (we) will be satisfied if we purchase products to fill our wants and desires" (Youth in the Third Millennium). Perhaps this need to buy things is only a progression ...
Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach