Roblox allows brands to sell physical items directly to Gen Z via Shopify integration, connecting virtual and real-world shopping experiences, with digital perks attached. Fenty Beauty is leading the way.
Axe partners with Pete Davidson to connect with Gen Z via social media, promoting body positivity and 'rizz' (charm) with a humorous campaign featuring new scents. Unilever increases social media investment.
Luxury brands are strategically reissuing iconic items, tapping into nostalgia & Gen Z's interest in vintage fashion. But brands must balance heritage with innovation to avoid market saturation & boost resale market.
