The Brand Buzz
The latest buzz on the brands wooing millennials with ideas, initiatives, and product launches that challenge the status quo.
Williams-Sonoma brings it home with Sun Basket meal-kit
Williams-Sonoma is jumping aboard the meal-kit delivery train by partnering with San Francisco-based Sun Basket. Featuring recipes from the Williams-Sonoma test kitchen, Sun Basket’s delivery kits make it easy to cook up Williams-Sonoma favorites by providing all the necessary ingredients (all organic, non-GMO), step-by-step instructions, and a variety of top-of-the-line kitchen tools. True to it’s mission of making healthy eating easier, Sun Basket will deliver this box of goodies straight to your door so you can channel your inner Julia Child.
Neiman Marcus dresses up with Rent the Runway
With the average Neiman Marcus shopper being 51 years old, it’s time for the department store brand to freshen up in order to attract younger shoppers. Neiman Marcus is partnering with the popular dress-rental company and e-commerce platform, Rent the Runway, to entice millennials with the launch of RTR’s in-store boutiques. This matrimony presents a win-win opportunity for both brands. Neiman Marcus will draw in RTR’s existing millennial fan base and be able to recommend Neiman Marcus purchases to compliment their rental garments. Meanwhile, Rent the Runway is expanding its physical footprint with brick & mortar and increasing brand awareness amongst more traditional mall-goers.
Newman’s Own focuses on philanthropy to win millennial hearts
Newman’s Own has been donating 100% of its profits to charity since the company’s inception. Their products should be flying off the shelves as socially-conscious millennials continue to increase their purchasing power, but it turns out that Newman’s Own has been playing it a little too cool. So it’s time for a humblebrag. By showcasing their philanthropy before their product (and their celebrity founder), Newman’s Own hopes to increase relevance with a younger consumer base. Rather than positioning Paul Newman front and center, the brand’s new labeling will place greater emphasis on the “100% of profits to charity” messaging.
Lyft teams up with Absolut to drive drinkers home
Free drinks and a free ride home? Count us in. Absolut and Lyft have partnered up with Gratafy and Facebook Messenger to launch the bartender bot in Chicago, Denver and Washington D.C. The boozy bot will give legal drinkers in each of those cities the opportunity to choose one of 50 local bars, receive a code for a free Absolut cocktail at their drinking hole of choice, and to top it off, a free Lyft ride home (up to $20). To get the bartender bot’s attention in those select cities, consumers can send a note saying “Start my Absolut night” to the Absolut Facebook page via Messenger. Happy hour just got a whole lot happier.
Kohl’s brings street style to the masses with k/lab
As mid-market department stores struggle to attract new consumers, Kohl’s is trying something a little different and taking to the streets. Their new millennial-focused label, k/lab, launched in 21 stores nationwide, adding street-style fashion trends “straight from New York City” to Kohl’s affordable line up. From sequins to jumpsuits, k/lab is taking a page out of Zara and H&M’s playbook by offering collections of limited inventory based on fast-fashion trends, adding new styles weekly to keep consumers coming back for the next hot thing.