Marketing
May 22, 2018
Brands must balance between offering authenticity and variety while maintaining a strong DNA. Image credit: Equinox
By Danny Parisi
VENICE, Italy – Young consumers today are of a different breed than what many brands are used to, which makes targeting them both challenging and rewarding.
{"ct":"FU2XQBVq0\/jEVwMX0JHIqJ8lxOhB3a5MbO1umWCIhFAl67y3QrT8bauHgms3oYBnsrLAPbfF3eLget\/aMf1oTb+g5e+d7Sz5zMIFdWEadvqWsXs0t4+tSLZchLjNunKq8WoV4JxqaQz0Yy542IsxZUh2o8mEEuOQqk2sdSjLMHdDyavmZSB\/ybIPkm1KiKwyG\/uQh1ciqILmpfJfUbpXXLBv0YIfP3XmOD7MLv2K6y9tIg1WXefTmM+DLgqeKGU0Kww5RmiAt3rhpIaE\/fsmr\/8O41tElfB8LpBYqrPxlnbWtFfiz6+7nZzC0nk23fL0ElL0wo+RnXzgflU2YKWxtY6TnvPuMs6+IF\/jUnETFb3YDAA8NNcS7snA7uUwAe3MTQLILHJ8ds\/ghgN3pCjhuMCYJ5bBF0KsaDB1NZPbaHxu5mZZVlkiF9twYHsFdn+pdlc0iCKqcQM0SsdtOHlsgc8LJKmFg23FxWXmT0ckb8ldg0NvmWNCbEYwDmvtYi6SnSic0SPWzNB4q28Dtd07OsjebBQJbrLiHnDvpR9Qy+Y9RjKXCkjKpO8851MLCqh1bBjkDTQrkFEI7l1IRVX6MW50y2MmEV073Ajp8cN5OxkGLNN0P9AEPngAfGhTb7aRn5qN2ypoREqq86nOyTZgSSM97zEmjfkfZvbONoApOA7aov\/btlBg4bRcadJrHrckS9aaLjmo9Frqgv6HdRE3s1hDzFkZ5bj6N05JLtZ5i7KQkZHwjwito2NtBY93RXVAJsUleVuYG3z0Y9y82DUpDS2Disdz3RAvwg1+9d2AIco7tCh24J4j\/yQUg0H6FAZULCOkNwRc16zgVCaDu3KeirGw\/5dxqupq5EEwNMGJoo5QUUY0zdZyL\/xLIDX58Hz+NShnxggOMr+GjNHSoWp8bDFaYdjOQY80fMa5pPxMvWSqGg36neb+OenQXYsU3PCQahbfW1P9GR5Og\/rrrkWN1a+ouw\/901RvIOxL3lTIUhgoZK2za8NvMvK00OhLvoPSQmdwTS8t81AhFeWsvb8puMroVgvBt+mLxeW7+0Iw1mog5XT9qZai5jbzrpHMYrnjcOZlvQSdGV+3Dw1EgKSbfE47BO08fW\/EWnh96dPWMYxi3zZ52OHeMnPqdYw+LMiC\/CRzFP3bt8J4bwoGAujbMtB+qHrr90Cq7ekGDwE1cj0h3UpIZpb2LX00LRbdjhAs4+Q+ZzdBD1aK4KiHKqYTFT+kfO2ldFPUxMsKfs6QEoCLkny4dJRrjZi7OXfoS5yKtf72K9l3kxt94wXfsOcayySGvp5wzoo3xl4zqzzMT5FEznZR6xyZlU8kTkJCke3T2AGWYcxdho8sgaoEN7D7CMRHAQT\/bBBB4C2xVlpYVW3+XIROXKM0ZKYfcZpAVC4ghPeTpSq9LisyeaAUmGd560qXPG\/zsta\/EZRbkEt9+V\/ZBLeZG3b2buCRKiPu3KBnPZTyVTy3uru64Mk87Fsx32UGhRRlHiDEbN3T5X3Q5eiWLnPXNOpveh9an+dJ2hKlyyZPWnuiKN6QDTfBk\/tTe\/efSVPhoGaCWYQzYbE0tG2alm\/goWfIuDONez06pwuidg9PjG7HpP\/T2f8h+OmaUOTEcrSEkO0mRLiM6HvigiiZYYIz49ssZ0avgAyqPlA82aGGq19mQQBdgM1gfmQ7HRGblKnVdpL3WYDukq05y9L1UPqdZz\/nqfGSRgyW4PiKnkUKI8JplDemHpgw41CcARNmdW+mzh9GEIlWI4vcxx2qNq2HaK8aqCUeTTQelCa8B1BzqKX1uLt6YbewVpmknyBzMoUkCkn5boqTJ8TiyD8Uvmotf5gLzjQJYf2EgQn2pPFkv5ZcTrCbKEOaMKIKEDb77bjEeikpyxepRcWxf2ggMhbQwwelwqPuKtRoPcbXsaF\/A8G\/mo7FZJOddnFGpqn2UiYqSFCXlFsk2iNk7QGW87J5jmwQU0dK2ZfZ0WfBrBvRmiDf6EJkyZ8lOCD0WGH03gg6LnSgQRigBKZUsx+bV5PFdfOkPq0WpKvrEdp61RTp5IZ7HseqY\/WPzXdXEBFEXCFdhXG20YqD\/TopeoSn+nYwNVd1B37+C+anE\/NPw74Zyi00wuqvC738yAuO+qbfRTaFr1CZHRI+gPhwdjc4vs8\/NgofgiSsVhahM+ylDlTYRfT\/Ui7JX+DS+q4lodaONvWhfgSK6JHTrJZTFVpq3COvYJQbYqdy98Kk+7qjVHQga2MP5GugyV5htcH9e\/wQSpheUKXJq2vRVByb3s7ppSLn45noEeIMmuANPiUFjxMHoIx5hO7+GN8x30AaNoqBLGXQZLTNqaPNAKYbtf+vNRz04lspoILxxIQvH+7ONSKpO3LQ9XCEQ4ipRAeWApUJZJZTy7d4IbpayaKMZC0VA70P8OHdarvUQR2hzDI73am8zHrbMEoPpsm0mmmxXPYDtx1KEuoN+\/3AA4tqFSwgIZQMPmxQKd8tE11ENwU+iQg6Txj7tfnrceC9OJwMhzvzPfgJ3n8J1AMT8PtfVhpbje5PXIf5MwPBhbIvQhk\/KUT8bra8WGtOQDagRyudTwSygnDP0efvr9fXGMh6621xFRhahv\/azQM2uXmtzR0vVUgdU2eJdY1adpQiGWVk6UX4TFTjONZS3mPpViT\/wJpi+KJwnj9xjCmC8VAIPR8L3YwArhH6WNeYChxKpTyO70XMOy4A3O0ZAGtkZ\/6atSzccjDn\/WZ8lFj9Er54pZEUQUMcracQ4i44h7WOVheEVJV91Rs12zOXqlXuDVsDP7ca06dBS7TTOylKesRdKMteY3zfwCIbDQq15v0UupeifzJ0pDo08RGNfcINPXnC+tBnLFhD7\/N4uZnlPJRipyDvjxGfFJP3WocD\/FF8Pm25hzo1mrq5lcrETNtSKt7a3KdcTi1hhrJFQey+TKwCjOzxBwN\/NQoFiq9pi3FvqIjTxVMLJgyH2215HT3haIE7bEFktxyE2S0Y3LZ1QBkWwDyxUTrFm\/lPIjoWQwDOghNd1XukFXjBNTI9SKnpcVZ+d\/nWpgmexxRj3wo8AygZEunCLL\/ZbsVnHfhYNMIgA1aWNmkC0+E+ixbp\/FBaCd6eIYA9nY9gL4A0POv9kBZqjXntEhBq443RlpfHHZyspfY9hDGhKl+za9tdWMvWyCfuNktMLaXTiXiLFgdShfMMKSJWZIzHoL61f9a2EEeQDIYM0cFbsjHkS3ybbXYb+kLaGtSZVNR3kYUMuBLwFrWJsCAagTOGghmchaaCEGtw3cNIWBczLhN33xIH53SyQkvr\/D7poIqCi2UmPHo7eFwyW1IuOzdMydBfbxTknVnatX\/4bBXmICdHKITVnuNaF\/MbIhukdUCjYsbFMzfbbiMFae006wUycIuj3lw\/1lQZ0B0sS4xVUZzCxbOXNMJJGsPZGGZ5VwZK5fE7X2xHQBdr2XkBIxt3TpDHQn68FmLrkxyQ6pzzpgbPltfzGIfqziP2W+Gp8hbaEoweGOcfcxaQCuRYFQeze4xn++MVCruo7grk0lsFeeA8moQz3ijTt+\/LBq2r6V19P\/+9NGeyeczyVECJp+ch0nbTmw2lgSLXzhO33vOz3\/cyGES0qfAXmrl+q70++76ROPzFO0v6hxKLjFZXmUWKsnOlAMswaX+35rsSxyVFZ7Cq8UGWKk1Fb7olNZitz1TwyKfhc4q43TpI0oOZzzHR67q4YmmkTaKFuVSRs+pjq2InGYGovwYBgD4GXVK0\/z+klDONUx+Yu3xlHpLJVjz2dC3S6E11HBwxivUeDBQZeb20DtYrYRFt4UGDS2qLUruQ7IHCeckTY\/S2RL0Yt\/lX0QkF4\/upGqUW6y\/x\/tjhHwEy0t0LlEx1i4+t97BXPLUxH7r2K6wnw7elbF9oakbeMETaRJM4E1odTuGXTX8VO\/\/xasZQvhytkd1+2KJxo46sTa8ANmBR7ZVIj2ZY6s92m6gAQNoB64ySHcAGq5A+GLZKVCd5IrjGUW7PsW9da\/ywmSRYdu6y64kyCLsh0TX\/o5i\/TG9yCVv5eaDfYKs5LnU6rsnPFVPTStVQRScWgqh9fDhjaxcPjukzYpGERavhztKfVyQFUk5O7Lh6mPLSM89BYfHBKvVNEe724rWbWfKEjOW1zK919KyhT5wU+m6FtdQZjVAoXOEmpEKGIrJ2Q+QUpD60kqJd5kc+ILx+H7LPQhmVNQDZP6aQaLavKg+UHkCAo8Qx4gAFtxWoHmmWcEYVCDeuX6U6JQeKRfd0ItNF7HwEMhr2F1DrTqSaeWW\/gnVC4UzhM1c7PyT\/gKp3tmrGV+JNnDm6k5Vgl1y+llag2fcdOI\/Z\/zUSUh11iMd4TG7tB9Fpzhd1867fiHtQt4lEpyCszq7FkWHNvApumgxUl8Ha8MesfmG6ikLmQIC1FMmF6xDCcA2s1gU4G00T3wlETd+TO7bX\/6B3PLiCybUQQcVrsKS2gNvlODyMY9BzOJ2J04S2QYomWqf0FCP+0o0P66RkTq44kx8drbACu3lSwZVPmPmm+ZiD+ovFSqRRXPuSVikFS7AvTgAgL1v9abIkxKZKSBx3wOyEheLkEsj3ZXw0t\/70s1S0Ywpj+8djdBYP4SCSXN1ybrFTX6lpEG3cccyfvmLrMGkuSxjK\/xirEw13dEe0ugJc2PVCpGSKW\/5VYGQGGNXeAk9mqXAwLi0Ry\/zd8tQw89YiYgGnDicAGK0fBNyEyRQWBjO\/R2iC6AEg6sHDwXSzAVXlb4wvDbfcqZ+kYtI\/oputCr2aUEblY+x16fJJIiPTPjOQYczhp6eeS1JHNE+SjUAh1gIOsir9pynSdydh+Pd5v7OTVuA9vPOunSLnhNbfCfh0YSRFR8efk0NTAnnwCfTLrXqdRJA51XWWEITrHedwBfmm0c+EqjcGuKkoORlxuXtJZP\/15crZGIN8xqfOXelXCWw3Yxe6kasO2uYZTHkTkMczeiO3ZFe7oReG\/\/sQ23pPPoOjuXdx04Mho+SFimicUhjntgdt3NfnBce+BKhC2OcjEPuCAeNqp\/Er5A7NdhMLCS05uBfceQc4xSUTKOQlpNKtRbzxzX\/IYtcmlrjvoHDEqGBgkuI8mPLQZpJSPsyXNlqn0+\/hhWti4u81yafpnVCv9KhZxgjoPkerRWwAbwDf7Krkaf84UvcQcWpkkZsib+nuIQNd7bzpyH3BlYfveKD7uEUNOv1VSkvhv9utk2gu9TVK8diK3wteKS8hHz7tQKr4FvUdI650sJP4Fga8xX7OFS8ifHztQnYIye+GY+N4Vn2sw3+cQ6pyRWmPHz9Ezi70uU7jK9uQries5NFXxgw\/IVZcyv3fEMAJivxJnK1lz+NOh+tB+vM7YBV6vzA7b0ygrbp5V+iDCrvehhXW\/60x\/bF0AQWeIS8RdU\/nbsxWfMpwPl1LBUwRqASmsFrG+MZrNkFyu+uM2QCZysRX7eNG8NBKV5t67yT\/BYgAz3PF\/dYAW8XNtvzeqsd4eFlC8f7hs6gOMVfwKF8eKNt3U5Er1Al\/Le\/JedgmfVjaf4iZM2ca\/mSN4zWM2DQ4r4\/3c\/Nzf6vc3Nh4BPs3RZbZ5Ac18+nqxZIia8fyHAuMNnNZRbHLHPRkINBmojZy5+0TW3sRhpEA6DLe1iJSKivuajebpDGUXx2Km6mJioHbJTRGryiqYeuh+BK3JzmWh33oTWpkGEAEAmIXCQrSjJz7JyNAW5li4pzyKUq6VWUryeq1lXxXo2VT1Lug6CMhg3rOwzd\/liLd9yCwIywNF3Igg+o4yxJtaw1VaSzGn9lSsiASunDU+9fz\/k6t1OwoSytdHAvqKo9eLXOnSEV5Z3dhTst1YsBvrLfF4myfEybSZuYGtcoQlVM6+w+Swbab55LIGdla14xBihFQNx7xfyoFXIRBEQgTHPkK9+BNTr5u5lcG7VM1tcJiEQTUC0kYfdvztpcNbvWZuBNAUlG3Txtziu1Tj5D92N2MCQAumD7m53Md9MWXvCUBD75NZGCXjElB7s1PNDl5G0wHSUZLZcZsYaChNF7XKXL3P5wyBNynqk1rSxFdOLAnqt6YQ99Mz6jXrk\/8vhYpKRuTw3quF3\/yUI4nyxoiMMXEVN+dgNrGmm2B3\/\/n\/Uvw8dE5iuvM4PLq\/5j3mZ0f9g+uEHXNznPp+GOO+HuWrwRdZi3bI7gdJAss\/6\/T79HPKcpii6Rv\/vDrn6HPI2xy1NJqxylzfx6DuE8HB3p3qn+CB71jEi6Gm0WzmNDSPsa4mnEFX4FEQ6vJxCj41ci6nz0u1penifVQuUsAXK8vkAQHJMrNvv10gAAg43etJs4+Px4s7PO86eLUUSCS5DNrY46HV710x4EtYp7fA5wLt6WYOY0DWEZm51qBuMUWmRQcwwQ2ehQDbq7K8LpxtwhChHvgY\/nU7M4ekSIaRTJHJ7KZCpbAljVWcaCM\/eGYpVkUDWebTp7P2exSZmY\/EPwXC8GEJvbgvAM1aAcx\/n2YW9gZE2AONjefP5S4yNH8WUJHCHdfzPW2oeBDbScZfpRGVfM83NAy5mGcZRMflWH0Za48NSXce8Kb9JP6\/6Ez+Pjh3uY0fGzdeRxGv2W4l0TbIcP4f2\/s1O+0scFv5JYapFRgnuh95etBLwQeBNgzJFiq5K1ypHd57Odu3RlYp8wuHHiAa++3Cgq3OJu3K6T8c30y8v4CeVol\/XkNezLFcythgK1vsAPMMsGMxs37vq4oLa6wImR+68HxAT+ljd7GSi6Pa04MAf5tfY9EPgsxXne\/IMO+1OM17ytrke74G9Gi5y8sElwt7bXitzOGyGS7\/0sySiUJfux0HLLa1NZKzDYRjY1hKKSnQdBDjSKfroOwaTla9xVUK8kVRdCGvzgjHCc4WPKBRNG9K1Iit4MQJwsuxeuVkiBaTYr1pNBzfBNXCriG0N5lCw4yH9c8pCnbBif37GaVdBuUvKEGQck7nJWats7XOYEnu9G+dN1wcCxgE4GdlYPlnAq1zKlsfC1fuevFA4PWjIgWpMNHh8P8XFxOrR8PUrOM3bbOR5JLK9LcqJGcMO9Q0rb0UfnODo5e4pGu1MoECMN8Tgq\/OinM35LlkFtThKSrCUo19uGEEiCPgqhtjkK406Y9RjZ5CxnmNoX\/8wZRtA\/s5f6CZwvgJsLmcHEy7AMaOywHndBJQmV\/ahm22FA5oCtkZg==","iv":"bc879fe725f66ee3e74233231116756f","s":"177420d8a9de39c0"}
Share your thoughts. Click here