Fragrance houses and designer brands are going back to the drawing board to rework their marketing and communication approaches in order to adapt to this radically different consumer.
“This new generation learns visually. They aren’t readers. Their search engine is YouTube, not Google. They use TikTok, Instagram and YouTube to learn new skills. Print ads won’t reach them. Facebook and Google won’t reach them. Fragrance and fashion brands need to focus on sustainability and create inspirational rather than aspirational marketing,” said Cole.
— Read more in Gen Zs love expensive perfume. The curious phenomenon of a small luxury in bad times at National Post.
Wow, that is a fascinating article. It makes sense to me, too, based on some experiences I’ve had while perfume-sniffing at the Galleria with nancyleandros. We often encounter younger people including male or nonbinary younger people who are equally serious in the whole sniffing endeavor–for example when we visited the Le Labo standalone store and watched the young people come in and try out the City Exclusives options in September. How do they afford it?–that’s another question entirely!
It is really interesting, and yeah, where does the money come from?
I don’t know, I can’t help but think that not reading is a step backward culturally.
I agree. I grew up with my nose in a book and still read the (good old fashioned) newspaper in the morning. If I want to quickly find out something online, I can always Wiki it, but at least it’s still words and sentences. There are some educational videos on YouTube that are quite helpful, although I think they should be supplemental and not take the place of. (and cat videos – those are always educational, 😉 )
I am biased so I feel the same, but I try to remind myself that people have been telling stories and communicating with each other through various mediums throughout history, not just on the printed page.
Also, usually older generations feel like younger generations are doing it wrong and missing out on something important that they had.
So possibly something is lost by not reading, but possibly I am missing something by not communicating as much in other ways.