Oh, to be a Miu Miu Girl.

Prada’s baby sister has taken the internet by storm this year,

Leading to a 93% increase in sales, and an audience that would sell their soul for an item of their latest line, all thanks to the clever crafting of the brand archetype, The Miu Miu Girl.

In today's newsletter:

• How Miu Miu became The Girl everybody wants to be (and how they used psychographics to do it)

• What happens when four dudes learn basic hygiene (and became multi-millionaires in the process)

• Trend plug - I CAN SEE THE FUTURE

• Ask the Editor - How do I get over the fear of posting?

- Sophie, Guest Editor ♡

Prada’s prickly little sister has a lesson on branding. And we all best listen.

It all started with a miniskirt.

A miniskirt so mini and so perfect in all its dimensions, it had us internet girls on our KNEES. Begging. PLEADING. Longing for the skirt of our dreams.

Then came the glasses. Omg, the glasses. Little elliptical specs, with the Miu Miu branding on the bottom corner of the lens.

Oh, to be a Miu Miu Girl.

Messy but chic, geeky but sexy. It’s wearing an insanely expensive Cloquet miniskirt, with wet hair, a cigarette and an overstuffed handbag.

Every season, every look, for the last three decades has been crafting this archetype.

A character imagined from Mrs. Prada’s affinity for paradoxes. On the runway and in ads she’s been young but old, sexy, but never overtly, kittenish but forbidding, pragmatic in parts but a fantasy as a whole.

However, she has never resonated quite like she has this year.

[Keep reading]

-Sophie, Writer

Dude Wipes Flush Away The Competition

‘Four college dudes discover wiping ass properly is important, make millions.’

It really is a man’s world.

In the last decade, the DUDE wipes brand has grown from a long-shot idea in a college ‘animal house’ apartment to a lucrative reprobate in the flushable wipes market.

How do you make baby wipes for grown men a multi-million-dollar business?

By leveraging the fact that we’re all a little immature and butt humour will always be a little funny.

But also, by having an insanely clear target audience, and knowing exactly how to speak to them. Something that Dude Wipes has done immaculately. Because the target audience was, well, themselves.

[Keep reading]

-Sophie, Writer

Trend Plug - I CAN SEE THE FUTURE

Travis Scott's "UTOPIA" still has a chokehold on our FYP's, a whole year later!

This trend comes from TELEKENESIS (feat. SZA & Future) where the song goes ‘I can see the future...’ (this part makes me feel like I'm floating).

The trending sound is having people ‘look into the future’ and see themselves, well, in the future (duh), These videos range from a jacked dad in a blacked out G wagon to a gorgeous doctor that gets treated like a princess.

How to jump on this trend:

Using this sound, use text overlays to simply describe your (ideal) future life! The more detailed, the better.

A few ideas to get you started:

• ‘When I see an accomplished marketer with several successful clients’

• ‘When I see a successful girlie in marketing that's never late to her meetings’

• ‘When I see a TikToker get more than double digit engagement on their videos’

-Carter, Intern

Tune in to the YAP Podcast

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Listen to the YAP podcast Tuesday - Saturday, where we talk about everything that’s happening in marketing right now so you’re always in the know.

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Ask the Editor

I know I should be posting content about my new clothing brand but I can never bring myself to just post something. How can I get over the fear of posting? - Geoff

Hey Geoff!

This is such a common thing that holds so many people back from posting content. One thing that helps me is remembering that no one is thinking about me the way I'm thinking about me. Everyone is paying more attention to themselves, just like I am!

Or as our Head of Strategy, Nate says, there's not a stadium of people waiting for you to put content out. Once you realise no one cares that much, it's liberating. You can be ok posting content that's good enough.

Because you can't improve on something that doesn't exist yet. I hate to say it, but you just have to get over yourself and do the thing, even though it feels scary.

- Charlotte, Editor ♡

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