"Twenty-somethings are visiting the 188-year-old pharmacy in droves, gathering at the corner of the shop's beauty counter where headbands are stocked. Most want one thing: A $40 1.5-inch tortoiseshell headband, the same style previously worn by Carolyn Bessette Kennedy, the former Calvin Klein publicist and wife of John F. Kennedy Jr."
"On weekends since the Feb. 12 premiere of FX's "Love Story: John F. Kennedy Jr. and Carolyn Bessette," C.O. Bigelow has seen "traffic like the holidays," says Ian Ginsberg. "Things [usually] ebb and flow in terms of foot traffic ... but this past weekend, the store was packed like sardines.""
"Established brands or products tend to go viral when a new demographic sees them as offering something they haven't discovered yet, says Jonah Berger, an associate marketing professor at the Wharton School of the University of Pennsylvania. These specific headbands may offer "a feeling of social currency" to some Gen Zers."
C.O. Bigelow, a 188-year-old Greenwich Village pharmacy, experienced unprecedented foot traffic following the February 12 premiere of FX's "Love Story: John F. Kennedy Jr. and Carolyn Bessette." Twenty-something customers flooded the store seeking a $40 tortoiseshell headband previously worn by Carolyn Bessette Kennedy. Weekend traffic reached holiday-level volumes, with the store packed beyond typical capacity. Sales similarly increased at other New York businesses associated with Bessette Kennedy, including Selima Optique eyeglass store and Panna II Garden restaurant. Marketing experts attribute this phenomenon to established products gaining viral status when new demographics discover them, offering Gen Z consumers a sense of social currency and cultural awareness.
Read at www.cnbc.com
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