In this day and age, there is no alternative to the experience. While some businesses are naturally struggling with this cultural shift in buying--a recent Business Insider article points out retailers like J.Crew who’ve maintained the old model and have seen their sales slump--others are thriving with the creative opportunities this marketing presents.
Younger generations stopped wanting to be sold to, instead wanting to join the conversation and help create their own story. This means J.Crew’s racks of discounted clothing hold far less appeal than the interactive store environment of Warby Parker, the ubiquitous eyewear brand.
From Business Insider:
"Their entire life, if it's not shareable, it didn't happen," Marcie Merriman, Generation Z expert and executive director of growth strategy and retail innovation at Ernst & Young, told Business of Fashion. "Experiences define them much more than the products that they buy."
When scooping up loads of sale items just for the sake of it goes out of fashion, what’s left is the desire to create and share something meaningful: an idea, a moment, an image.