Marketing To The Millennials Suzy Menkes Analysis

In the article “Marketing to the Millennials” Suzy Menkes addresses social media as the new form of advertisement, particularly towards the millennials. Menkes believes the millennials are consumed by social media, and that social media should be the target of major fashion labels when advertising their new lines of clothing and shoe wear. She recommends esteemed companies to provide access of their brands through websites to conform to this change to maintain their businesses. Such a transition for many luxurious esteemed companies often takes away the exclusiveness of the brand. While, the access of these prestige brands may be successful in gathering a new group of consumers, Menkes assertion of advertisement being outdated is accurate.

She states,” There are no distractions, just an intriguing feeling of an experience without blandishments and no e-commerce in sight” (Menkes 497). Menkes explains the reason for this new style of marketing is solely in response to the millennials need of the availability of easy access to everything, and their lack of interest when introduced to old marketing techniques. Menkes continues her assertion by stating,” 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” (p.5). Menkes proposed solution includes no urgencies to sell the product, but to provide a more effective approach to marketing to the millennials in order to keep the consumers informed and

This statement is supported in the article “How to get a slice of that millennial pie”. The author states,” No matter how persistent they are, companies have trouble selling stuff to this important new demographic when they use traditional, time-tested marketing techniques, such as cleavage and lying” (Maclean). Such advertisements provide the type of marketing that does not involve or inform the consumer. It does provide a type of lingering persuasiveness and entertainment that may have been successful before, but it certainly does not appeal to the generation of the millennials. The millennial generation likes and lives off the fact that the internet is very fast paced, and there is no limit to anything they can receive off of it. The purpose of creating websites such as Nowness.com is to provide the millennials with a new artistic appeal that generates their attention. Not only is the style of marketing outdated, but the exclusivity of fashion brands is as well. Therefore, the exclusivity is not important to the millennials not even the fashion brand.” Today's teens think of brand names less as a hallmark of quality and more as a means of defining themselves”( Deanna Zammit). Although, many fashion companies are unwilling to conform and adapt to these changes, they are risking the chance of losing the generation of the millennials as consumers. That being stated Menkes does a good job of providing