design:retail - January 2018 - 43

043

community-oriented is the right [phrase]-but
it was more people-oriented and so it knocked
down that barrier. How do I navigate this situation?
Everybody here knows what they're doing because
they're in the store and I'm an outsider to this product or this community. I think it's really helpful.
d:r: How do you feel about the way Millennials
are described?
Anne: We use "the 'M' word" here, please. We don't
say that word. It's a good discussion though. I mean
we talk about how you're so targeted. Do you find
it offensive?
Shōna: I don't understand. I feel like we don't care,
but it's like "you're a Millennial you should care
about what we're saying" and we're like, "no, we
don't. Leave us alone." It's really annoying. We're
just here.
Anne: Do you ever wonder why people are so
focused on you?
Asabea: Because we don't care. They're like, "why
don't you care?"
d:r: How do you feel about the Gen Z
demographic?
Samantha: They don't even know what they're going to get themselves into at all. I work at a camp in
the summer and I would ask what [brand] are they
wearing and I don't even think they know or care.
Their parents are buying them stuff or they'll be
like, "Mom, I saw this on Instagram. This girl is wearing it. Can you get it for me?" They can't buy their own
things yet. I think a lot of people are trying to push for
Gen Z, but they're not necessarily independent yet.
Katia: I have a sister who's a teenager and she's
the older side of the Gen Z group I think. She's
super advanced and it's kind of terrifying. If you
compare us, and what we were like at 15 or 16, a
lot of us were totally clueless. She and all of her
friends are super tuned in to social media. They
know how to do their make-up, they know about
brands, they know about what's going on. My sister is hugely influenced by social media, because
it shows her inspiration for what to wear, what to
do her room like, the music to listen to, all sorts of
stuff and so that trendy aesthetic is super popular,
because I feel like everybody is kind of looking to
similar stuff.

Ally: I also have a younger sister. She's in high
school, and I think her generation in terms of retail
and social media makes them more aware of different brands and what is popular, especially with
make-up. I feel like when I was in middle school
and high school, YouTube had just become a thing
of tutorials and stuff. Now you can look however
you want to do your make-up.

because they're exposed to sort of the same
things that we're exposed to. I mean my parents
have no idea how social media works, so there
isn't a way to stop them, but I feel like in a way
they're like "I wish there isn't that pressure to
always be updated and it's stressful." Especially
for a 12-year-old, they're so angsty now. They've
always been angsty.

Katia: There are famous 10-year-olds who are
make-up gurus on Instagram.

Asabea: If you market anything now, it has to have
a face. You have to have this person and whoever
her followers are. I was on YouTube watching a tutorial and so many make-up artist users were like
"Fendi just sent me this box. I didn't pay for it. They
just sent it to me so I can use it on this channel to
tell you guys how to wear it and how it is." That
happens so often. It's like, "oh, I got this company

Ally: I used to buy make-up from CVS but [my sister] goes to Sephora and she knows the brands that
she likes and she has specific concealers.
Asabea: I have a younger brother. He's in the

"But then also when we're having
those experiences, I think it's
constantly a fusion between using
technology and experiencing the
thing in person."
KATIA MICHALOPOULOS

middle of Gen Z. He's only nine and he's not influenced by brands. My mom will be like "let's buy
new Jordans" and he's like "I don't care." I don't
know what that is, but he will watch YouTube
from morning until night if he can. He will be like
"I saw this on YouTube, can you get it for me? I saw
this and this person using it. Do you think you can
get that for me?" I was like "why are you watching
YouTube all the time?" The influencers on YouTube, if they're doing it I've got to be like them. It
must be cool.
Shōna: I have siblings ranging from seven to 20,
so I just go home and experiment on them. But
I have to say, I feel bad because I feel like they're
under pressure. The influencers, they're seeing
people that are our age that are making these
videos and these blogs and they're like, "I'm 12
and I'm behind the curve. Why don't I look like
them?" I think they do have a lot more stress,

to just send me this and I'm going to tell you guys
what I think about it." They do that all the time, so
that they can get their brand out there to their followers and subscribers.
Alyssa: Color Pop partners with make-up artists
and celebrities and they base a product launch
off of that celebrity. It's good for them, because
the celebrity gets more well known and probably
gets paid as well, and then Color Pop gets a huge
amount of revenue because of just their name and
their presence. That's a rise.
d:r: What do you think the next retail "buzzword" will be?
Shōna: I hope that it will be "sustainability" and
just more "transparency," like Patagonia, Everlane
and Timberland. I think it's something that consumers want now, so it has to happen.



Table of Contents for the Digital Edition of design:retail - January 2018

design:retail - January 2018
Contents
Editor’s Note
Show Talk
On Trend
We Love This!
Designer Picks
Clicks & Mortar
Have You Heard?
Mingle
The Visual Eye
Style Made Simple
Be “Well-thy”
Special Report: Young Minds of Design
Winning Windows
Products
Backstory
design:retail - January 2018 - Intro
design:retail - January 2018 - CT1
design:retail - January 2018 - CT2
design:retail - January 2018 - design:retail - January 2018
design:retail - January 2018 - Cover2
design:retail - January 2018 - 1
design:retail - January 2018 - 2
design:retail - January 2018 - 3
design:retail - January 2018 - 3A
design:retail - January 2018 - 3B
design:retail - January 2018 - Contents
design:retail - January 2018 - 5
design:retail - January 2018 - 6
design:retail - January 2018 - 7
design:retail - January 2018 - Editor’s Note
design:retail - January 2018 - 9
design:retail - January 2018 - Show Talk
design:retail - January 2018 - 11
design:retail - January 2018 - On Trend
design:retail - January 2018 - 13
design:retail - January 2018 - 14
design:retail - January 2018 - 15
design:retail - January 2018 - We Love This!
design:retail - January 2018 - 17
design:retail - January 2018 - Designer Picks
design:retail - January 2018 - 19
design:retail - January 2018 - Clicks & Mortar
design:retail - January 2018 - 21
design:retail - January 2018 - Have You Heard?
design:retail - January 2018 - 23
design:retail - January 2018 - Mingle
design:retail - January 2018 - 25
design:retail - January 2018 - The Visual Eye
design:retail - January 2018 - 27
design:retail - January 2018 - Style Made Simple
design:retail - January 2018 - 29
design:retail - January 2018 - Be “Well-thy”
design:retail - January 2018 - 31
design:retail - January 2018 - 32
design:retail - January 2018 - OCover1
design:retail - January 2018 - O2
design:retail - January 2018 - O3
design:retail - January 2018 - O4
design:retail - January 2018 - O5
design:retail - January 2018 - O6
design:retail - January 2018 - O7
design:retail - January 2018 - O8
design:retail - January 2018 - O9
design:retail - January 2018 - O10
design:retail - January 2018 - O11
design:retail - January 2018 - O12
design:retail - January 2018 - O13
design:retail - January 2018 - O14
design:retail - January 2018 - O15
design:retail - January 2018 - O16
design:retail - January 2018 - O17
design:retail - January 2018 - O18
design:retail - January 2018 - O19
design:retail - January 2018 - OCover4
design:retail - January 2018 - 33
design:retail - January 2018 - 34
design:retail - January 2018 - 35
design:retail - January 2018 - Special Report: Young Minds of Design
design:retail - January 2018 - 37
design:retail - January 2018 - 38
design:retail - January 2018 - 39
design:retail - January 2018 - 40
design:retail - January 2018 - 41
design:retail - January 2018 - 42
design:retail - January 2018 - 43
design:retail - January 2018 - Winning Windows
design:retail - January 2018 - 45
design:retail - January 2018 - 46
design:retail - January 2018 - 47
design:retail - January 2018 - 48
design:retail - January 2018 - 49
design:retail - January 2018 - Products
design:retail - January 2018 - 51
design:retail - January 2018 - 52
design:retail - January 2018 - 53
design:retail - January 2018 - 54
design:retail - January 2018 - 55
design:retail - January 2018 - Backstory
design:retail - January 2018 - Cover3
design:retail - January 2018 - Cover4
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