Advice for CEOs

Understanding the mindset and buying preferences of Millennial consumers is a key issue for marketers in companies across the economy—and in no industry more than apparel. Newport Board Group partner Helen Bulwik is a nationally recognized expert on retail and the consumer sector. In a recent piece in the San Francisco Chronicle, Helen commented on the rise of a number of new apparel companies, including American Giant, Modern Citizen and Cuyana, startups that have come out of the San Francisco area with “their own unique spin on standard-issue wardrobe basics.” They seek to take advantage of Millennials’ Internet savvy and their interest in behind-the-brand stories.