It makes sense that norms are shifting in this direction as Gen Z’s influence spreads. Raised on social media, with access to once illicit bad-taste touchstones like Rocky Horror just a click away, they’ve largely replaced IRL subcultures with a constellation of aesthetics—cottagecore, dark academia, Y2K—to be performed, then discarded or demoted... See more

“I have a broadcast channel on my Instagram where I’m updating people, like ‘Hey, I’m checking out this sale today; here’s the prices; this is what the line is like,’” says Tita Loyek (@titatots), dubbed the “sample sale bestie” by the New York Post . Loyek also moderates a WhatsApp group that has more than 4,700 subscribers where people can write... See more

In this way, Instagram, and not Amazon, is building the closest analog to China’s Tmall with a collection of modern and luxury goods that appeal to younger and more affluent audiences. Facebook is building the anti-Amazon. Mosseri and team have developed a resource that serves as a marketing engine and audience development tool. They’ve taken... See more