When it was confirmed that celebrity influencer Kylie Jenner’s "Kylie" cosmetics was on its way to becoming a one-billion-dollar brand (it boasted $420 million in retail sales in only 18 months), it became apparent that the beauty industry is no longer shuffling on a shifting terrain — it's finding its footing in a brand new landscape.It's not just the Kardashian sisters who are taking the beauty world by storm. Bloggers, vloggers and influencers have permanently altered the core of beauty marketing, and retailers are having to figure out how to adjust strategies accordingly. While some retailers blundered and others have celebrated success. When what seems like a simple Instagram post can make or break a brand, the shopping preferences of Millennials — one of today’s most relevant shopping demographics — demand attention. And the group’s notoriously high expectations cannot be ignored.Beauty brands are working to accommodate the group. Bloomingdale's recently announced a revamp of its contemporary floors to include a targeted Millennial-friendly beauty department. But Bloomingdale's is far from the only mega-beauty retailer focused on expansion and luring coveted customers. Ulta Beauty is debuting a bricks-and-mortar location in Manhattan, meanwhile Wal-Mart is making its strategy more aggressive for the category. It plans to add 700 new products to its beauty offerings by the end of 2017.Generation Z is also mixing up the consumer base. Millennials (bringing along their penchant for all things digital) continue to be a key target audience for retailers, but Generation Z has reached shopping age, and understanding this set will become increasingly critical. For reference, WWD recently reported that the estimated spending power of Generation Z is at almost $70 billion in the U.S. — and this number is expected to increase as the demographic grows to make up 40 percent of the population by 2020.Suggestions from industry executives on how to best accommodate these newcomers have ranged from tips on attempting to capture their attention in five seconds or less to encouraging seamless mobile shopping experiences to providing how-to videos on YouTube. WWD recently collaborated and reported on a survey that found 49 percent of Gen Z students expressed that YouTube videos “totally influence [their] purchase decisions.”Generation Z’s expectations are going to be high, as is the case with the group’s predecessor. Its members will have their own specific tastes in regard to cosmetic preferences and shopping experiences. But one thing is certain: Technology will be more important — and play a bigger role in retail — than ever before. Fittingly, technological innovations are imperative, and retailers have turned their sights toward learning how to accommodate what has become a brave new digital world.What the emphasis on technology means for the beauty industry is paramount. Influencers are key to marketing strategies, disrupting traditional marketing models in their wake. Technology in beauty products as well as stores and digital channels will be top priority, too. Case in point: Sephora’s introduction of a new online community platform, promoted communication between users — a feature sure to appeal to Millennials’ preferences for digital portals, unique experiences and authenticity.Retail has faced notable tumbles of late, but retailers are finding ways to acclimate and blend both digital and physical channels into new, unique omnichannel experiences. With the landscape of retail rapidly evolving, should the beauty industry (and its players) continue to embrace and adapt to new innovations and technologies, it's almost sure to thrive.For More WWD Business News, See:B-t-s Results Reveal Insights Into Upcoming Holiday SalesFraudulent Influencers Can Be Avoided — Here’s HowShufersal Partners With Verifone for PaaS SolutionsWal-Mart’s Floating Warehouse May Be Way of Future
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast