Expert Interview: How HGC Apparel Engages Millennials Through Fashion, Culture and Branding 

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REVOLT New Rules interviewed HGC Apparel’s Founder and CEO, Marcia Smith, to find out how their brand resonates with millennials and Gen Z today. REVOLT TV’s Code of Content study reveals that 1 in 2 participants agree with the statement “I value when a brand participates in culture.” HGC Apparel is one of the most influential Black pride brands among millennials. One of the goals of the company is to “revive the early 90’s and bring back the air of Black pride.” You can see their products featured by Jay-Z’s Roc Nation artist Rapsody, award-winning actress and singer Zendaya, and social media mogul BlameItOnKway.

Marcia Smith, Founder & CEO, HGC Apparel

HGC Apparel describe themselves as “one of the most influential Black pride brands amongst millennials today.” How exactly does HGC Apparel reach and Screen Shot 2018-01-12 at 11.46.55 AMengage Millennials & Gen Z?

We reach and engage millennials and Gen Z users by marketing in channels where millennials and Gen Z users spend the most time – i.e., on social media, in popular television
programming, and in print and online magazines. We enter these channels by building powerful partnerships, which has landed us features on the Real Housewives of Atlanta, GQ.com, Glamour, among several others. Soon to air, our products may also be seen on MTV and on a popular HBO Series. One of our top priorities is to produce content our viewers and consumers identify with the most. We can’t give all the secrets, but these are a few.

 

One of HCG Appeal’s main goal is to “revive the early 90’s and bring back the air of Black pride associated with that time.” How does HGC Apparel reach and engage Millennials & Gen Z while using social media platforms – i.e., Snapchat versus Facebook? 

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We reach and engage millennials and Gen Z users with a regular and consistent presence on
most social media platforms. When deciding what to post, we put millennials and Gen Z users first and their preferences. Therefore, on social, we deliver news that millennials and Gen Z
users care about on the hour. We work with talented brand representatives and supporters to amplify our voice and energize our posts. This strategy continues to be well-received.

 

What has been your biggest learning experience with marketing a brand for today’s young consumers within the online retail industry?

Gaining today’s young consumers’ attention – it is a blog90x4finaltremendous task. As reported in a variety of sources, young consumers are described as multi-taskers and distracted in terms of their viewing behavior. In that regard, marketing is a challenge and ever-changing. In addition, demand at times can be higher than what I am able to accommodate. However, it is indeed the love I receive from my consumers that helps me push through.Screen Shot 2018-01-12 at 11.45.40 AM

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