Gen Z Buys the Vibe, Gen X Pays the Bill

Live from the buzzing floor of ShopTalk Spring, Phillip, Brian, and marketing expert Elizabeth Schmidt unpack everything from nostalgic branding and Gen Z marketing to luxury retail and AI in education. We digest key themes we heard during ShopTalk in real-time and share a compelling look at how relationships and storytelling are driving the next chapter in retail.

You Can’t Optimize Your Way to A Myth

Key takeaways:

• [02:30] CEO Richard Dixon emphasized Gap’s legacy as a canvas for American culture and its pivot toward digital-first experiences while embracing nostalgia.
• [08:30] Kevin O'Leary argues that if you're spending $50K/month and not investing in TV (linear and streaming), you're missing out. His brands spend 40% of ad dollars there.
• [18:00] Accenture outlined 7 dimensions of luxury today—adding experience, innovation, and social value to the classic trio of heritage, exclusivity, and craftsmanship.
• [30:30] Zadig & Voltaire targets Gen Z—but it's Gen X parents doing the buying. Smart multi-generational strategy in play.
• [15:20] Thoughtful, non-promotional SMS messages (like a GIF with no CTA) outperformed sales-driven texts in some cases—surprising and powerful.
• [24:30] The LORE Activation – Future Commerce’s “Book of Lore” pop-up at ShopTalk captured personal brand confessions and created physical artifacts of digital culture.
• "Gap is a canvas... a portfolio of American brands that shape culture." – Elizabeth quoting Richard Dixon
• "Any brand spending $50K/month on ads not doing TV is doing it wrong." – Elizabeth quoting Kevin O'Leary
• “Brighten your customers’ day—don’t just sell. Some of our best SMS responses came from a simple, feel-good GIF.” – Elizabeth
• "40% of their customer base is Gen Z, but they're actually winning Gen X because the parents are the ones that are buying... To have a brand that can appeal to two completely separate demographics is incredible." – Elizabeth
• “You have an always-on advertising channel that's just playing ambiently all the time… and that is extraordinarily powerful.” – Phillip
• "Myths are made when relationships are formed... and this year, ShopTalk feels like a place where those stories begin." – Brian

In-Show Mentions:

• @Art_lust on TikTok

Associated Links:

• Order LORE by Future Commerce
• Check out Future Commerce on YouTube
• Check out Future Commerce+ for exclusive content and save on merch and print
• Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
• Listen to our other episodes of Future Commerce

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