In this interesting article, by The New York Times, Menkes talks about how luxury and fashion brands are trying to reach the young generations and use the example of Nowness.
Here is an excerpt from the article:
"Finding a way to reach a generation that is eager to be entertained and informed, yet resistant to the familiar, in-your-face 20th-century approach, is the focus of every smart luxury and fashion brand. [...] The target is the Millennials, defined as those born in the 1980s who came of age with the new century and are now between 18 and 28. The fact that they have grown up wired — linked as soon as they start to socialize via cellphones, computers and video games — is not the only defining characteristic. They have a different mind-set, making former methods of approach obsolete. This is the generation of free downloads, easy access to everything — what the American psychologist Nathan Brody calls “the entitled generation.”"
NOWNESS.com was founded in December, 2009, and launched as a “teaser” site, featuring a new piece of content every day. NOWNESS.com launched an official and more comprehensive site on February 25, 2010, featuring exclusive stories curated by an international team of editors across a spectrum of luxury categories, including fashion, art, design, culture, travel, beauty, food and wine, music and photography.
1 comment:
e angi gongola:-)
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