Kardashian'S 5 Year Old Daughter Boarded The Cover Of The Women'S Wear Daily. Is The Media Younger?

Not only are fashion brands, but fashion industry media are also considering the young readers market as a battleground.

According to the fashion business flash, North West, the 5 year old daughter of Kim Kardashian and the famous rapper Kanye West, boarded the cover of WWD BeautyInc..

Although there are no separate social media accounts, NorthWest is still the focus of fashion media and netizens because of the influence of their parents and family. Since two or three years old, they have followed their parents in the top row of the fashion week. Then KimKardashian posted in Instagram to praise her daughter's debut on the magazine cover, which once again aroused the concern of the industry.

NorthWest, who is only 5 years old, often appears in her parents' Instagram and reality show, "walking with Kardashian's family". Her popularity is no less than that of her parents or even other family members, supermodel KendallJenner, the first net red Kylie Jenner.

And in Kim Kardashian's Instagram post, the number of NorthWest related interaction is even more than that of Kim Kardashian itself.

Perhaps young NorthWest has no mature knowledge of fashion and makeup, but there is no doubt that she and her generation Z generation and Alpha generation have become the new focus of the fashion industry.

There is no precise age stratification for the Z generation and the Alpha generation, but the Pugh research center in the US will be defined as the Z generation from 1997 to 2014. The side shows that the oldest member of the Alpha generation is only 6 years old.

According to the Census Bureau of the United States, in 2025, the population aged 18 and below will account for 22% of the US population.

More importantly, they have shown the momentum of becoming the main force of consumption instead of the millennial generation.

According to NPD, a survey of consumers of Z generation in the US, Z generation accounts for 31% of the clothing market in the United States. For beauty products, they show interest earlier than the millennial generation, 69% of Z generation use make-up and 68% of Z generation use skin care products.

In the endorsement of the above data, it is expected that the influence of Alpha generation and Z generation on social culture and economy will be equal to that of their parents or Millennials.

In general, the Z generation's annual expenditure is $44 billion, and it will also affect family expenditure of $600 billion, according to the British Mint Company.

Although there are few reports on the Alpha generation's spending power, according to JeffFromm, partner of Barkley, a research firm, the direct expenditure of Alpha generation and Z generation in the future will be $140 billion.

Unlike the millennial generation, the Z generation and the Alpha generation are immersed in the Internet age from birth. They are the first group to integrate with technology, so their consumption concepts and consumption behaviors are quite different from those of the Millennials.

They are disgusted with advertising, promotion, trust in social circles and acquaintances. Their loyalty to brands is getting lower and lower. They are less and less concerned about the gold content of luxury brands.

Mobile devices are the main way to connect and connect with Z generation. As Internet aborigines, "relying on technology" can not be used to describe them. The technology they need is ubiquitous.

Many research institutes in the United States have pointed out that the millennial generation is old and coming to the Z era.

Therefore, the brand must quickly adjust the marketing strategy to seize the opportunity.

In the luxury industry, Gucci has made a great bet on the market for young people by looking forward to the bet. It has become the most difficult rival for LouisVuitton now to pull down conservative Hermes on the scale of revenue.

Data show that in 2017, about 55% of Gucci sales came from consumers under 35.

It is worth noting that North West is the first child star to get on the WWD BeautyInc.. But the cover of this publication is mostly celebrities in the beauty industry, such as L'OREAL group chief digital officer Lubomira Rochet, Estee Lauder Group Chairman FabrizioFreda, and Procter & Gamble Group executives Patrick Louvet and Alex Keit.

Therefore, there is a view that "WWD Beauty Inc." invites NorthWest to cover the cover perhaps in order to layout younger Z generation or even Alpha generation ahead of schedule.

WWD Beauty Inc. is a magazine specially created for the cosmetics industry in the US by Women s WearDaily. The publication is highly regarded for its comprehensive coverage of industry trends and market development, and is considered to be the main source of information in all aspects of the beauty industry.

The women's wear daily, founded in 1910, provides news and intelligence about trends in fashion, beauty and retail industry for women and men. The readers are mainly retailers, designers, marketers, financiers, media executives, advertisers and others.

In 2014, its publisher Fairchild Fashion Media was sold to Penske MediaCorporation by Kangtai Nash group. The following year, it stopped publishing the paper version, and turned it into a paid digital media.

In addition, the women's wear daily also launched different publications for the market segments. In addition to the WWDBeauty Inc. for the beauty industry, its matrix also includes Menswear for men's clothing industry and Footwear News for footwear industry.

The action of "WWD BeautyInc." has to start thinking. When brands are turning to younger consumers, the media industry, which is closely related to brands, is also on the road to becoming younger. Even the industrial media and younger topics are also on the agenda.

There is a view that readers of fashion industry media are not limited to relevant practitioners, but potential readers who are interested in the industry should also be included in the audience domain.

The fashion industry media should not only play the role of reporting and guidance, but also meet the needs of ordinary readers in pursuit of deep content.

Because in terms of content output, the fashion industry media is no different from any other industry media.

Many forces that affect people's lives, such as technological change, consumer behavior change, economic globalization, geopolitical stability, especially China's rise, have become the main force of consumption.

And Britain's retreat from Europe and Turkey and other social and cultural trends such as the #MeToo movement are all shaping the world we live in and shaping the fashion industry.

Therefore, as a fashion industry that reflects the social trend, the media can not let go of any trend or even become the first group to contact with the trend. Especially the Z generation will soon take over the millennial generation to become the most active crowd in the society.

For the industry media, especially the women's daily newspaper, which has been pformed into online media in the depressed era of paper media, the trend of younger generation and its attendant trend is more valued.

Young people are the readers that the media must strive for, not only for the future circulation and reading volume, but also for enhancing the attractiveness of advertisers.

More importantly, the industry media are also responsible for the direction of businessmen. Only when we really contact and analyze young consumers and contact with field data, can we have more voice and persuasion.

From the reader's point of view, under the trend that most well educated millennials and Z generations have become the main consuming groups in the fashion industry, the potential audience of the industrial media is expanding. Besides the industry, there are also students in the fashion industry, readers interested in fashion, or the rising stars who want to go to the fashion industry in the future.

Their demand for information no longer stays on the surface of visual beauty, but is more willing to see deep content.

In this case, the fashion industry media also shoulder the responsibility of guiding young students.

Due to asymmetric information, industrial media has become the only way for young students to contact. They are facing the biggest industrial change in history, and need to understand the deep background of social change.

Through the pmission of information and output of values, industrial media can establish a circle of interest for young readers. In order to better serve and guide readers, the industry can also enhance the competitiveness of the media by strengthening the reader's sense of identity.

In addition, the concept of younger age is increasingly permeated in the choice of subjects, ways of writing, and typesetting of magazines.

"WWD BeautyInc" invites young people to be popular with their own age NorthWest as the cover character, which can be regarded as a practice.

To cater for readers' new reading habits is also a compulsory course for industrial media.

In addition to the traditional paper version, more and more industrial media begin to add APP, mail subscription and other media forms.

As a reflection of the industry dynamics, the women's wear daily also needs young audiences, not only to layout the present, but also to prevent the future from falling into the predicament of traditional media.

After all, the media is also a brand that needs to be younger.