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Notably, Claire's year-long initiative, "The Collab," doesn't aim to target a new group of consumers, they're just doubling down on speaking to Gen Zalpha, their best customers. The initiative is reminiscent of Dove's Real Beauty campaign, which repositioned the brand as an inner-beauty advocate instead of just a retailer. What makes Claire's unique, however, is that Gen Zalpha (born anywhere between 2008 and 2014), isn't actually making Claire's purchases...their parents are. 🛍 The Collab, therefore, is uniquely designed to target not only young girls, but their parents as well. According to Buxton's analytics, Claire's best customers are: - Digitally savvy 📱 - First time homebuyers 🏡 - Eager to spend 💲 By highlighting positive young role models, Claire's has positioned themselves as a beauty brand that empowers young women, an initiative that speaks not only to young girls, but to their young parents as well. We're inspired by The Collab as it is a perfect example of effective marketing, rooted from Claire's distinct understanding of their ICP. We can't wait to see where this initiative takes the brand. Stay tuned! Great things ahead! 🚀

In an age of brand fatigue and oversaturation, Gen Z, fueled by digital fluency and social responsibility, demands transparency and action, seeking brands championing meaningful causes and translating their values into tangible, positive change. For 22-year-old Hadeel Yehia, brands must take a stand on social issues, and she has recently started seeking brands that support certain causes, which has led her to support more local brands. The demand for authenticity and transparency has significantly increased, especially when targeting younger generations, says Digital and Social Marketing Expert Ahmad Yaseen. Mostafa Magdy, Founder of Egyptian local brand Palma, says he likes to avoid jumping on the bandwagon of different trends and causes to gain traction. Instead, he says it is more important to define your core beliefs and values as a brand and work hard to maintain those beliefs amid fluctuating trends. Amr Kawashti., In Your Shoe Co-Founder and Managing Partner, says messaging and causes are necessary if brands want to set themselves apart in a competitive industry like fashion.

Has Claire’s Cracked the Code for Gen Zalpha Consumers? Claire's, the globally recognized fashion brand, is shaking the retail sector with its new initiative known as “The Collab.” Unlike the run-of-the-mill advertising campaigns you may be used to seeing, The Collab is Claire’s innovative approach toward brand engagement and community building, utilizing the voices of the company’s own audience. These shoppers are from Gen Zalpha, a term for the combination of Gen Z and Gen Alpha that Kristin Patrick, Claire’s EVP and chief marketing officer, helped coin, according to Ad Age. Read the full article here: https://lnkd.in/ebJvi2su Georganne Bender "The Collab is a smart idea that’s perfect for Claire’s customers…I like that Claire’s will elevate young voices, let’s see where this one goes." Neil Saunders "This is an interesting idea that is about creating and cementing a sense of community around the Claire’s brand. The chain serves some very young customers, most of whom are very digitally savvy and also creative, so this initiative chimes with the type of content and interaction shoppers are interested in." Karen Wong "Keeping up engagement on social media is hard. Building a community or panel is even harder as retailers need to have the resources to keep the dialog going. The greater intimacy participants expect open up the door to more potential moderation issues too. But from the few events I have attended, if done well, it’s a fantastic way to build brand loyalty."

As my team is planning for next year and reflecting on what will truly move the needle for brands in 2024, I wanted to share this thought....In a world of ever-shifting trends and buzz, it's crucial to revisit strategies that stand the test of time. Last month, we released a report that sheds light on the enduring influence of Instagram in the Fashion, Lifestyle and Beauty industries. As we navigate the dynamic terrain of digital platforms, let's not overlook the powerhouse that Instagram continues to be for brand success. If you have not yet read our report, 'Beyond Followers: Exploring Instagram’s Influence on Brand Performance,' I urge you to take a look. It is more than just insights; it's a roadmap to help you cut through today's crowded landscape and great example of why sometimes, the tried-and-true is the key to unlocking your brand's full potential. https://lnkd.in/dda_xNEq

Gen Z are becoming parents. Let that sink in, because we're about to see a tsunami of mom-and-dad marketing aimed squarely at this demo. Case in point: Carters Inc. taps Mischief @ No Fixed Address to "grow its brand and equity with unignorable marketing aimed both at its loyal customers and a whole new generation of parents." So what is this new generation of parents thinking about, talking about, obsessing over, and worried about? What makes their approach to parenting and the plethora of needs around it unique? And how will Mischief, an agency known for creating culture-forward work, figure out the answers to these questions, and build the answers into the messaging and products for Carter's, a 160-year-old brand? By listening obsessively to relevant audiences, of course: "To get to the human truths that will inform the work, Mischief and Carter’s will do a lot of social listening, finding the conversations happening between parents and with Carter’s consumers, to discover great insights and get to what’s relevant, then turn that into creative campaigns that will connect." A reminder that the best, most relevant brands are elevating listening to an art form. I'm excited to see what magic these two will make together. 🪄

What marketing moments dominated the public consciousness in 2023? 👀 Tracksuit surveyed nearly 20K consumers across the US, UK, NZ and AU to find out. Here's the marketing playbook that unites the top three moments: ✨ Big, integrated campaigns and strategy centred around creativity, humanity and joy (such as Barbie playing into the key theme of nostalgia). 👭 Fandoms largely powered by women, but not exclusive to women. The campaigns were inclusive enough that people of various ages, genders, and geographies engaged with these brand moments. 🤝 Brand partnerships, community building and fan engagement, creating momentum and driving brand love well before the pre and post-event launch. Check out the full analysis 👇

The brands winning with youth aren't afraid of busting brand guidelines - they platform it. Case in point: Claire's - building loyalty from an early age, introducing a new initiative called The Collab featuring a select group of seven Gen Alpha and Gen Z creators ranging in ages 7-20 who will work on marketing and product development. “We are in constant dialogue with consumers. We are letting them help guide our playbook and the direction of where we are going.” (Kristin Patrick, executive VP, CMO) The creators include Ayla Palmer, a fashion designer and Ariana Feygin, a 19-year-old chef. They’ll advise on product and activations such as in-store experiences and events. In sum: more than any previous generation, Gen Z wants to be involved in the ideation and curation of participatory moments with the brands they care about. In order to build a lasting bond with Gen Z, you will need to become a brand that shares: one which not only allows for, but encourages youth to co-create and help shape the direction of the business at all levels. More here --> https://lnkd.in/g6SRi5pN

"💡 The moral of Dove's marketing journey: Embrace authenticity and connect with your audience on a deeper level. By championing real beauty, using innovative ad campaigns, and focusing on empathy, Dove carved its own path in the beauty industry. Remember, building genuine connections with customers can elevate your brand to new heights! What is Dove's target audience? The main target audience of Dove is comprised of 18 to 35 years old women that value natural beauty. What is the history of Dove's marketing strategy? Dove's marketing strategy has evolved over the years, with a focus on promoting positive body image and self-esteem for women. The brand's "Real Beauty" campaign, launched in 2004, marked a significant shift in this direction. Who is the manufacturer of Dove? Unilever is a British multinational company that owns the beauty brand Dove. What makes Dove unique? Dove does not use celebrities in its campaigns it uses real people which makes it stand out among other beauty brands. What are some of the key elements of Dove's marketing strategy? Dove's marketing strategy emphasizes emotional appeals, social causes, and empowering messages aimed at women. The brand often uses real women of diverse ages, sizes, and ethnicities in its advertising to promote body positivity. How are dove beauty products different from other companies? Dove products are different as they also moisturize the skin than just washing it. How has Dove's marketing strategy changed over time? Dove's marketing strategy has become increasingly inclusive and socially conscious over the years. The brand has expanded its focus beyond just body image to address issues like aging, skin care, and underrepresented communities. What is the mission of Dove campaigns? Dove's campaign aim in bringing out the self-esteem in women, to feel beautiful in their own skin and to break stereotypes. How does Dove's marketing strategy compare to those of its competitors? Dove's marketing strategy stands out among its competitors by focusing on social causes, emotional appeals, and inclusivity. While other personal care brands may prioritize product benefits and performance, Dove's marketing emphasizes the emotional and social impact of its products. Post Inspiration : Startuptalky #AuthenticityMatters #DoveMarketingSuccess"