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☆ I went to 3 Gap stores in New York City and saw firsthand why the 'tired' company needs a revamp
▼ + stars: | 2024-01-21 | by ( Jennifer Ortakales Dawkins | ) www.businessinsider.com time to read: +8 min

Once known as a staple American mall brand, Gap lost its relevance among consumers who traded shopping centers for e-commerce. "Gap brand, as you know, has tremendous heritage as a pop culture brand," Dickson told investors. Jennifer Ortakales Dawkins/Business InsiderGap's design team is playing it too safe for today's competitive market. Jennifer Ortakales Dawkins/Business InsiderOn that note, Gap could be doing a lot more to market to younger generations. Jennifer Ortakales Dawkins/Business InsiderBriggs suggests brands like Gap go where their younger customers spend much of their time: TikTok, YouTube, and Instagram.

Persons: —, Richard Dickson, Dickson, Ellyn Briggs, Barbie, Neil Saunders, Jennifer Ortakales Dawkins, Briggs, Gen Zers, Gen, Gen Z, Piper Sandler's Organizations: Service, Mattel, Morning, New York City, Grand Central, Free, Nike, Alpha, Teens, Times, YouTube Locations: New York City, New York, Grand

☆ 6 retail brands ready for a comeback in 2024
▼ + stars: | 2023-12-29 | by ( Jennifer Ortakales Dawkins | ) www.businessinsider.com time to read: +2 min

Business Insider asked analysts what brands have the most potential for turnaround in 2024. NEW LOOK Sign up to get the inside scoop on today’s biggest stories in markets, tech, and business — delivered daily. "To reach new younger audiences, they've all struck a really good balance of nostalgia and novelty," Morning Consult analyst Ellyn Briggs told Business Insider. Business Insider asked analysts what brands have the most potential for turnaround and how each company can win over customers. AdvertisementHere are six brands ready for reinvention in 2024.

Persons: —, Abercrombie, Ellyn Briggs, Dana Telsey, Neil Saunders Organizations: Business, Body, Service, Abercrombie, Telsey Advisory, GlobalData, BI Locations: Bath

☆ Gen Z women spend more on TikTok as app 'drives consumption,' analyst says
▼ + stars: | 2023-12-04 | by ( Ana Teresa Solá | ) www.cnbc.com time to read: +4 min

Filippobacci | E+ | Getty ImagesGen Z women are driving spending trends on TikTok. "TikTok is a Gen Z women-centric app and it is setting the tone and the narrative for what is 'hot' online," said Ellyn Briggs, a brands analyst at Morning Consult. A larger share of Gen Z women, 75%, use TikTok compared to their male counterparts, 62%, a separate Morning Consult report found. Sophia Bera Daigle certified financial plannerSocial media platforms like TikTok take the concept to a different level, especially for Gen Z. Two money guardrails for 20-something womenExperts say it's important for young women in their 20s to remember the following two things when it comes to observing their contemporaries exhibiting expensive lifestyles: 1.

Persons: Ellyn Briggs, Briggs, TikTok, Z's, Shaun Williams, boomers, Williams, Sophia Bera Daigle, FOMO, Gen Zers, LendingTree, Daigle, guardrails, it's, They're Organizations: Morning, Paragon Capital Management, CNBC, Gen, CNBC FA Locations: Denver, Austin , Texas

☆ Meet the typical Swiftie: A white suburban millennial woman who may have spent $1,300 to go to the Eras Tour
▼ + stars: | 2023-11-22 | by ( Juliana Kaplan | ) www.businessinsider.com time to read: +5 min

The typical Swiftie is spending $1,300 to go to the Eras Tour but might make under $50,000. And if there's one thing that Taylor Swift fans were ready to do this year, it was flashing their dollars at the singer. Additionally, while Swift fans skew female, 48% of those Swift fans are male. What's more, even as many Swift fans are spending thousands on the Eras Tour, most are not high-earners. And Briggs noted that TikTok has been a big driver of the culture of the Eras Tour, from friendship bracelets to showing off outfits.

Persons: Taylor Swift, —, Archer, Ellyn Briggs, they're, Jaime Toplin, Swift, Briggs, Toplin, TikTok Organizations: Democratic, Service, Swift, Morning, Washington Post, Federal Reserve Bank of Philadelphia

☆ With Gen Z, millennials now the biggest ‘dupe’ shoppers, online culture has ‘flipped the script,’ analyst says
▼ + stars: | 2023-10-31 | by ( Ana Teresa Solá | ) www.cnbc.com time to read: +1 min

So-called girl math is not the only trend spurred by users on the short-form video app TikTok. "Dupes," short for "duplicate," are cheaper alternatives to premium or luxury consumer products, and they are increasingly popular among Gen Z and millennial shoppers and app users. While nearly one-third of adults, 31%, have intentionally purchased a dupe of a premium product at some point, Gen Z and millennials have higher participation rates: roughly 49% and 44%, respectively, according to Morning Consult. "The online culture of dupe shopping, accelerated by TikTok especially in the last few years, has flipped the script," said Ellyn Briggs, brands analyst at Morning Consult. While shoppers may miss out on the experience luxury products provide, dupes are less expensive versions that help consumers save money and test an item before splurging on the real thing.

Persons: Z, Gen, Ellyn Briggs, that's, Marisa Meltzer, Meltzer, Emily Weiss's Glossier Organizations: TikTok, Morning, Finance Locations: New York

☆ More than half of Gen Zers think they 'can easily make a career in influencing,' says branding expert
▼ + stars: | 2023-09-20 | by ( Jennifer Liu | In Jljenniferliu | ) www.cnbc.com time to read: +2 min

Some 57% of Gen Zers said they would like to become an influencer if given the chance, according to a new report from Morning Consult, a decision intelligence company. Put another way, more than half of Gen Zers "believe people can easily make a career in influencing," she adds. The Morning Consult data comes from one survey of 2,204 U.S. adults and one survey of Gen Zers ages 13 to 26 who use Twitter, Facebook, Snapchat, Instagram, TikTok, Twitch, or YouTube. Most Gen Zers think it's easy to make a career in influencingSome 53% of Gen Zers believe becoming an influencer is a reputable career choice, and a similar share would quit their current jobs if they could become an influencer if it was enough to pay for their lifestyle. 1 thing driving Gen Z's interest in influencing as a career is the ability to make money, followed closely by being able to work flexibly and doing fun work.

Persons: they'd, Gen Zers, Ellyn Briggs, Zers, Briggs, Young, flexibly Organizations: Morning, Twitter, Facebook, Consumer Locations: influencers

☆ 66% of Americans want European-style vacation policies, like being OOO for the entire month of August
▼ + stars: | 2023-08-25 | by ( Jennifer Liu | In Jljenniferliu | ) www.cnbc.com time to read: +2 min

Some 66% of U.S. workers say companies should adopt extended vacation policies, like a month off in August, in their workplaces, according to a Morning Consult survey of 1,047 U.S. adults. Several countries offer even more by law before paid public holidays come into play, which can add up to more than a month of business days in vacation time per year. But not all U.S. workers say they'd welcome longer vacation policies: 21% of Americans say companies should not adopt extended PTO policies in their workplace, while the remaining respondents say they don't know or don't have an opinion. The survey didn't specifically address the concerns of those against extended time off work, says Ellyn Briggs, brands analyst at Morning Consult. Check out: 28-year-old social media manager in Norway is required to take 3 weeks of vacation in summer

Persons: Ellyn Briggs, Briggs, Warren Buffett Organizations: European Union, European, Morning Locations: Europe, European, Norway

☆ Workers overwhelmingly want a 4-day workweek—on one condition
▼ + stars: | 2023-08-22 | by ( Jennifer Liu | In Jljenniferliu | ) www.cnbc.com time to read: +2 min

Global experiments to test a four-day workweek have gotten workers, and their bosses, onboard with the idea. It's worth noting the Morning Consult survey defined a four-day workweek as working four days a week for 10-plus hours a day. There are surprising generational differences at play: 93% of millennials and 88% of Gen Xers lead the way in being interested in a shorter workweek. Baby boomers, meanwhile, show the least amount of interest (72%) in a shorter week. Workers say they most want the benefit to improve their commute, work-life balance and to avoid discomfort working in an office.

Persons: Gen Xers, they'd, Gen Zers, boomers, Ellyn Briggs, Warren Buffett Organizations: Workers, Morning Locations: U.S

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