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Trendalytics and Beautycon Report on the Changing Retail Landscape

Within the changing beauty retail landscape, digital savvy brands that bear the imprint of enticing experience are winning the hearts of Generation Z.
In collaboration with Beautycon, which is hosting its ninth festival this weekend in New York, Trendalytics reports that 73 percent of Generation Z department store purchases were done in store, thanks to innovative and social media worthy in-store experiences.
Some brands that have successfully implemented these in-store experiences are E.l.f., whose influencer gathering space, Beautyscape, increased the brand’s Instagram following by 25 percent, and Kylie Cosmetics, which had customers waiting in line for two days before the brand’s New York pop-up opened.
“Retail is in a period of significant change, and younger consumers in particular now demand that their [real life] retail shopping be rooted in experiences,” said Moj Mahdara, chief executive officer and cofounder of Beautycon Media. “Everyone has this preconceived notion that Generation Z and young Millennial consumers are glued to their phones, only navigating life through a screen, but that couldn’t be further from the truth.”
This gravitation toward immersive experiences extends to festivals, both beauty related like Beautycon, but also music festivals, like Burning Man and Coachella. The report states that 12 percent of 13- to 18-year-olds cite

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