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Marketing To The Millennial By Suzy Menkes

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No matter where you go, it feels like advertisements are always present. Companies continue to approach consumers using out of date methods such as through billboards, magazines, newspaper, and etc. The millennial, which were born linked to the world of social media, have different mind sets compared to older generations; therefore ignore the advertisements that are constantly around them. In “Marketing to the Millennial”, Suzy Menkes states that finding a way to reach this generation is the focus of every smart luxury and fashion brand. So how do you market the Millennial? After research and interviews, she suggests that marketing through social networks is the approach that needs to be taken in order to catch the millennial attention. I agree
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Menkes begins her essay by giving imagery on a hair spray commercial to introduce how advertisements are being shown in media. She describes a website called Nowness.com, which was established to connect with people online that want a source of inspiration and influence in the digital culture. Menkes asserts that the millennial generation is eager to be informed and entertained which is the focus of every fashion brand and luxuries (497). She explains how fashion companies need to find a way to catch millennials attention since they have different mind sets than other generations. Menkes interviews Robert Polet who is the president and chief executive of Gucci Group and states that “ we think a lot about the mind-set of the consumers-what are

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In Suzy Menkes’ article, “Marketing to the Millennials,” she discusses the benefits of marketing techniques that are being used by elite fashion brands. However, she addresses the improvements that fashion brands should make to accommodate the targeted generations. Menkes believes that fashion brands are focusing too much on Millennials, forgetting about the much more important well-paid consumers, Generation X. Even though, I agree with Menkes in using technology as a marketing strategy to attract Millennials, I believe that fashion brands should consider expanding on their targeting group for those who are actually purchasing their brands. Suzy Menkes starts her article by giving the reader an imagery of watching a Hairspray advertisement,

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This demonstrates the primary way to reach the iGeneration, which is through self- actualization. Her personal experiences create an informal tone that the readers can connect with on a personal level and this effectively promotes her argument. These real-life experiences allow the reader to relate to the issue personally and deepen their understanding of the argument. Through Wilson’s experiences, she gains a better understanding of the generation and can appreciate the beauty behind technology. Her change in attitude towards the generation demonstrates that a deeper understanding of the generation is necessary to appreciate the greatness of this generation.

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