Courage

Jasmine Glasheen

About Jasmine Glasheen

Jasmine Glasheen is a leading retail thought leader focused on generational consumer buying habits. She is the founder and CEO of the millennial think tank, Jasmine Glasheen & Associates.

Glasheen shares her unique insights through blogs and whitepapers for solution providers and retail-adjacent businesses. She presents at industry events such as Perry Ellis International Sales Conference and ASD Market Week, and contributes to numerous retail news sites and magazines, tech blogs, and fashion and lifestyle publications. Her clients include IBM, Sourcing Journal, RetailWire, NAFA, WD Partners, and many others.

Dress Codes Are Back, But Consumer Response Is Mixed

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Retail operates like a pendulum. For years, the fashion pendulum has been swinging towards the hyper-casual. I wrote about the alleged “death of athleisure” as a false alarm nearly a decade ago. Not to be that smartest guy in the room, but my prediction was accurate that athleisure is here to stay. Today, so-casual-its-hilarious companies like Crocs are collaborating with the likes of luxury brands Stella McCartney and Balenciaga. The pandemic exacerbated this trend, with manufacturers unleashing a surge of jewelry and dresses built for the …

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Will Gen Z’s Mental Health Challenges Bring About Societal Change?

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What does it take to create revolution? The answer, in part, is the willingness to buck against societal norms in ways that put one’s own comfort at risk. The generations that came before Gen Z weren’t willing to do this, largely because they were taught that conformity was king. To illustrate this, consider that 40 percent of the 1986 Yale graduating class applied to work at the same company — an investment-banking firm called “First Boston.” But Generation Z is more interested in paving their own life path. Even if it means that, for a …

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The LARPing World Comes to Mainstream Retail

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LARP or Live Action Roleplay is no longer relegated to creative high schoolers in parking lots. As we emerge from the pandemic, consumers of all ages are driven to escapist, in-character retail experiences. The reason? Most consumers nowadays have more to escape from and looking “cool” has become more about individualism than conformity. It’s the perfect environment for people to get weird. “Experiential retail” isn’t just a buzzword that retailers whip out to describe pop-up locations or in-store events. Themed experiences such as the …

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Learning from Collusion: The Gen Z Darling Brand

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Want to see a brand that embodies every single facet of the next-gen purchasing ethos? Look no further than Collusion, the most successful brand in ASOS’ catalog. Collusion came onto the market with a bang in 2018, launching with six diverse, body and gender-positive collaborators. A new batch of creatives come on board each season to help design the clothing and promote Collusion as a whole. The brand is currently sold exclusively on ASOS, joining ASOS’ own private label line, ASOS Design, and over 850 other brands on the fashion …

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H&M Tries to Amazonify Operations by Hosting Competing Brands

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Although they say they don’t care about conformity, next-gen consumers sure are thirsty for access to hot ticket brands. H&M is the latest online fashion retailer to heed the call by hosting competing brands on its online marketplaces. Over 13 womenswear labels and 15 menswear labels will be added to nearly 20 existing labels in H&M’s ever-expanding brand portfolio. The rollout is starting in Sweden and Germany, with intent to penetrate into more of the brand’s 54 existing online markets. So, why the rapacious pace of acquisition? A …

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Sustainability Can Be Deceptive

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There are so many conflicting messages about retail sustainability that it’s hard to know what’s real. This is by design. Some messages encourage customers to buy secondhand to save the planet, others preach the benefits of upcycled fashions, while other still encourage customers to buy nothing at all. The more confusing it is for customers to get a full picture of a retailer’s sustainability footprint; the more consumers can fool themselves into thinking that their fast fashion purchases have a negligible environmental and humanitarian …

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LoveShackFancy’s Real World Brand Advocates

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Much like the cottagecore trend that came onto the radar a few years ago, LoveShackFancy is selling more than just a frilly pink dress –– they’re selling a paradigm. They’re hawking a paradigm of a traditional idyllic femininity experience that’s reminiscent of the Victorian era ideal of the “angel of the house” role that women played in England in the 1900s. The clothing is straight from “A Midsummer Night’s Dream,” but with much more liberal use of hot pink and ruffles. LoveShackFancy falls into the entry-level luxury category. The …

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Hit Show Euphoria Alters Next Gen Fashion Landscape

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It doesn’t get any cooler than HBO’s hit show Euphoria. With high school age characters in no-holds-barred scenarios, the series follows the life of a teenage drug addict named Rue, played by Zendaya. The cast features a diverse array of LGBTQ+ characters of various ethnicities, body types, and gender orientation. But beyond that, Euphoria has singlehandedly urged an entire generation to take bigger fashion risks and abandon dated rules about what to wear for their body type. Unlike most teens on TV dramas, Euphoria high schoolers aren’t …

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