November 11, 2019 – The NPD Group – The VSCO girl subculture took hold this summer with news articles, memes, and an abundance of social media posts spreading content, and sometimes criticism, of teenagers defined by their preppy, beach-inspired apparel, love for scrunchies, and passion for protecting the environment.

The name comes from the VSCO photo editing and sharing app, founded in 2011 and commonly used for its filters to create a consistent social media aesthetic. In an age where millennials and Gen Z’ers are always plugged into social media, this VSCO girl subculture took off as young consumers shared content through platforms like TikTok and Instagram.

While this trend has its beginnings in technology, it has created opportunities for products and brands in a variety of industries including apparel, beauty, fashion accessories, footwear, and sporting goods.

What are the implications and opportunities for your businesses? NPD asked some of our industry analysts to weigh in.

Read more at The NPD Group.