Abby believes this next generation is very moldable and malleable in terms of who they look up to and what brands they follow and purchase. It's no longer chasing after the loud luxury — for Gen Z, it's about what the brand does to make people feel special.
More from this episode
Dime's approach is mass gifting and mass ambassador campaigns aimed at the end users, not the largest creators. Abby's logic: the biggest influencers get a mountain of gifts from brands they might not even be the end users for, and they get only two or three seconds on a random reel. By gifting everyone — your ultimate audience — you make them feel special so they remain loyal consumers. She points to a Lulu's campaign that did mass gifting for people looking to buy going-out clothes; the next time those people want a dress, they remember being gifted by Lulu's. She thinks both sides need to be used to be effective, but Dime targets the end-user side, combined with paid advertising.