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Study: Millennials show brand loyalty

BY Dan Berthiaume

New York – Despite their reputation as being jaded by branding efforts, a majority of Millennials consider themselves brand-loyal. According to a new survey of Millennial consumers from marketing data provider Adroit Digital, 64% of Millennials are more brand-loyal or as brand-loyal as their parents, with 24% considering themselves to be more brand-loyal than their parents.

However, 77% of the Millennials surveyed said they are evaluating brands on a different set of criteria than their parents. For example, 55% of young shoppers said that a recommendation from a friend is one of the strongest influencers in getting them to try a new brand. Forty-seven percent consider brand reputation to be almost as important. Product quality ranks fourth at 35%, but price still comes in first at 62%.

Other notable findings include:

• 60% of Millennials said that social advertising has the most influence over them in how they perceive a brand and a brand’s value. This compares with TV at 70%. Traditional media outside of TV has little influence with Millennials. In the realm of influence, radio, billboards and magazines finished last.

• 26% of millennial respondents said social is the most likely channel to introduce a new product they will consider for trial. Only TV, at a very small margin of +3%, outranks social.

• 36% of Millennials believe digital advertising is the most effective method of influencing their brand decisions, with traditional advertising as a standalone showing markedly less influence at 19%.

• 52% of Millennials want brands that are willing to change based on consumer opinion and feedback to maintain future relevance. 44% want to have open dialogue with brands through social channels, and 38% want brands to be more about the consumer and less about the brand.

• 38% of Millennials will switch brands if a company is found to have bad business practice Outside of financial factors, a business found to have bad business practices is the number one reason that Millennials will switch brands. This carries the same weight as a recommendation from a friend, at 38%.

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Tensator’s ‘virtual’ goddess dazzles U.K. shoppers

BY Marianne Wilson

Bay Shore, N.Y. — Clarins Fragrance Group has deployed a 6-ft.-high digital projection in three store locations in the United Kingdom to help celebrate the launch of designer’ Thierry Mugler’s new Alien Extraordinaire perfume. The projection, the “Virtual Assistant” from Tensator, features the image of the goddess character used across all launch-branding material.

The unit, currently on display in the House of Fraser, Manchester; Selfridges, Trafford Centre, Manchester, and Metro Centre in Newcastle, was created especially for Clarins Fragrance Group. It is the first full-height projection example of the Tensator technology.

With her shimmering dress and glowing outline, the virtual character creates a mesmerizing image that attracts shoppers. It is designed to represent how the Alien fragrance can make users feel; powerful, luminescent and sparkling, according to Clarins.

“Creating a seamless projected stature, 6 ft.-high with arms outstretched, was very tricky,” said Ajay Joshi, Tensator’s head of media and technology. “We had to work quickly and efficiently to overcome the physical constraints and to explore the various technical solutions available to best fit the requirements. We are very pleased with the result. The virtual goddess has an amazing presence and aligns to the vision we all shared when we started the journey.”

It is expected that the Tensator digital installation will tour Thierry Mugler flagship locations.

“It was great to achieve our own ‘virtual goddess’ for the Alien Eau Extraordinaire fragrance launch,” said Vicky Barret, design and merchandising manager at Clarins Fragrance Group. “It is vital for our brand, for us to be creative innovators and as this was the first time a head-to-toe projection has been executed in retail design, I’m proud of the result we achieved.”

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Ex Victoria’s Secret exec to lead digital strategy at Modell’s

BY CSA STAFF

Modell’s Sporting Goods has hired Deborah Fine to fill a newly created role on its executive leadership team, chief commercial officer. Among other duties, Fine will head up the retailer’s digital strategy, transforming Modell’s into an omnichannel retailer.

“These initiatives will be developed from a customer point of view, ensuring a consistent and best in class experience in our stores and on our website,” the company stated. “Our digital presence will expand beyond Modells.com, growing our social media footprint as well as developing new interactive digital experiences for our customers. Deborah will ensure alignment of initiatives across the organization to achieve our digital goals.”

Most recently, Fine served as CEO of Direct Brands, the largest member-based retailer for media products in the United States. Prior to that, she was at NBC Universal Digital Media where she was president, iVillage Properties, the world’s first and largest online community for women, with 27 million members across the globe.

Fine’s career also includes time as CEO of Victoria’s Secret Pink brand.

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