Refinery29 focuses on the millennial woman with "Her Brain On Digital"

On Wednesday, June 10, Refinery29 presented another edition of “Her Brain on Digital,” an insights series dedicated to exploring millennial women and how they react to fashion and technology. The event took place at Creative Artists Agency in Los Angeles as the second installment of “Her Brain on Digital.”

Refinery29 is known for defining the millennial woman and relating to “her” based on its articles focused on fashion, culture, technology, and business. The media company has become a haven for women of this generation from a global standpoint. Melissa Goidel, CRO of Refinery29, saw “Her Brain on Digital” as an expansive opportunity for the company and its consumers. The idea is to present the thorough research that has gone into exploring their readers and getting into the mindset of a millennial-minded woman. The event took place at Creative Artists Agency with an estimated guests total of 150-200 people.

Refinery29 highlights research on the millennial-minded woman

Refinery29 illustrates the struggles the millennial woman faces today with trying to be socially and globally conscience as well as fashion forward. “Women today are struggling with [that] duality,” said Goidel. Through Refinery29’s reader on their viewership, they’ve retrieved facts and have understood the dimensions that the millennial-woman is inspired by. This includes global world events and key issues that are important to women and news. “[Women] want to know how to become a pragmatic, proactive citizen who is incredibly aware and can create an impact, but it’s also about fun and about the shoes--and that’s cool too,” said Goidel.

Technology was also a forceful component in the company’s second installment of “Her Brain on Digital.” “Technology kept coming up over and over again as an important force in millennial women’s lives, and we thought it would be a good idea to make it all about technology and how it impacts her and enhances her life,” said Goidel. According to their research, the technology allows for empowerment and discovery for women. One of the important areas discovered through technological impact on millennial women included creativity. Creativity plays a huge key factor in the millennial-minded woman by allowing her access to areas that before were unreachable. Their research presumes that through their creativity-inspirations, millennial women are able to create more of an impact.

Technology and statistics are used for “Her Brain On Digital” segment at CCA

All of the data used in this research includes statistical reports that backs up Refinery29’s information. Part of this includes why the company decided to choose Los Angeles for this installment. In the near future, Refinery29’s involvement within the local community allows itself to be considered a part of Los Angeles’ fashion scene. “What we want to do is establish ourselves in Los Angeles and let the culture movement of L.A. influence the DNA of Refinery29,” said Goidel. Once the brand is validated in Los Angeles, Refinery29 hopes to return the favory by becoming an influencing factor in Los Angeles.

Refinery29 was established as a company in 2005. It is considered the largest independent fashion and style website in the US. The New York-based company currently holds over 400 employees. Refinery29 holds an office in New York and just recently opened one in Los Angeles. The company has been growing rapidly in recent years and has raised over 50 million dollars in total.

Refinery29 and Simon Property Group team up for music-themed shopping events

In recent events, Refinery29 re-partnered with Simon Property Group in order to bring together a new series launch Style Festival this year. On June 20, the companies will come together to bring in music-themed shopping events at six Simon Property Group venues. This isn’t the brand’s first time working with Simon Property Group. Last year, the pair worked together to create “The Shopping Block” pop-up marketplace. “We are now taking it to a whole new level,” said Goidel. In order to make these events more memorable and successful, the idea is to incorporate mini-music festivals within the shopping experience. “We are bringing entertainment [back] to the mall,” said Goidel. Refinery29 believes that including music as the centerpiece of the retail experience, the mall can become a coveted place for millennials to shop at.