"Gen Z quietly enjoyed staying out of the limelight. Now, with the oldest reaching 21 this year, they’ve snuck up on us as a full-fledged consumer group with spending power. Let’s not let that happen with Gen A."
"Get Ready for Another Youthquake: A New Generation Comes of Age"
"A cultural movement around living out loud is bubbling over now. See sex-positive subject matter from comedian Amy Schumer and Vogue sex columnist Karley Sciortino."
"The Facts Of Life: Educational apps provide next-gen sex ed."
"Legal marijuana is projected to infuse $20 billion into the economy in coming years. It’s not just a matter of money—cannabis is already influencing medicine, politics, gastronomy and more."
"MedMen Unveils Apparel Line: The $2.2 billion cannabis retailer is entering the fashion world, and opening the door for a new prestige category."
"TOBE sees poetry as the next branding genius move. Tap poets for messaging and mantras."
"Poetry sales soar as political millennials search for clarity."
"Anything that can be made furry will be made furry."
"Fluffy things are the new shearling."
"Take the little ones into fashion consideration from the get-go. Style and taste have elevated across all demographics."
"As experts on stylish children's clothing, accessories, toys and decor, Maisonette curates the best finds from coveted and independent brands in one magical place for minis (and the grown-ups who love them)."
"Unownership and the Marie Kondo effect leads to closet and clutter cleanups. Purging becomes a lifestyle."
"Thanks, Marie Kondo! The resale market is becoming bigger than fast fashion."
"Individualism: As humanized tech takes over, people will begin to super-specialize into ultra-specific jobs."
"One shop sells nothing but buttons, another sells only liquorice, and another is ‘the world’s first textile butcher shop’. In the age of Amazon, it seems the way to thrive is to specialize."
"Whether it’s our obsession with remixed Disney Princesses or the brazen revival of the slip dress—playing dress-up has never had more appeal."
"Camp: Notes on Fashion' bows to an evanescence (something like the Cheshire Cat’s grin) and then, by looking at it through the monocle of fashion, makes it makes it surprisingly accessible."
"Opportunities in sleep categories abound. Even if you are not in the sleep business directly, an understanding of the issue may spark ideas and concepts relevant to your business."
"Sleep-In@Nordstrom Featuring Casper: The retail concept will house everything you need for the bedroom and beyond."
"What does a social media endorsement mean anymore? If bloggers are paid to post, what is real?"
"Saddlegate: The Dior Saddle Bag is back—in a thinly veiled influencer ad campaign."
"Now we see authenticity put to the test with a core-infiltrating motion to do more than tell the story. A brand must live at every level of the organization."
"Think Tank: How Heritage Brands Fuel Inventive Collaborations"
"…Which Brings Us To The Reseller Economy: Boomers looking to life-cleanse and Gen X'ers tired of keeping up with the Joneses re-evaluate their value system, a native mindset to Millennials and Z's."
"The Biggest Trend in Fashion May Be Getting Rid of Your Fashion"
"MEMPHIS: Characterized by clunky lines, color cacophony and a dance of geometric shapes, the once-hated Italian design movement from the '80s is coming back in a big way."
"Memphis Milano Returns, and Takes Over Fashion"
"Beautiful objects for the home have translated into beautiful smoking paraphernalia."
"At an Updated Head Shop, High Meets Highbrow"
"TOBE says: treat your flagship like a popup. Be creative, flexible, experimental, and, most importantly, ever-changing."
"To the Beach and Beyond: Luxury Brands Follow the Customer"
"Maxed out on pretty, instead they look for the interesting, the bad, the unique and the downright ugly. Opting for something striking, odd and eye-catching."
"These Balenciaga Sneakers Are The Reason Ugly Sneakers Are Cool Again"
"Subcultures are taking center stage rather than working from behind the scenes. Weirdness is welcome and emotions are felt openly."
"Latte Art Begone! Here Come the Bold Freaks of Instagram: Extreme makeup, wicked wigs and blank scowls are subverting a platform of pretty."
"What ever happened to retail? TOBE untangles the chain that is today's unwieldy commercial landscape."
"Six Trends Redefining The Store Space"
"This generation has officially lowered all barriers to enter. Younger and younger talent across a range of industries is stepping onto the scene and conquering."
"JÜV Consulting is staffed entirely by young people who range in age from 14 to 22."
"Follow The Music: Music sets the tempo for true consumer sentiment."
"This menswear startup will recommend clothes based on your Spotify Data"
"Culture is experiencing an anxiety attack and consumers are looking for a way to cope."
"Fidget spinners, weighted blankets, and the rise of anxiety consumerism."
"In an age of no-holds-barred Instagram expression, where the limits have certainly been pushed, TOBE sees a steam-gathering movement…women are gravitating towards more coverage."
"How Modest Clothing Brand The Modist Delivers Style Without Sacrifice: Founder Ghizlan Guenez founded the brand with the goal of smashing stereotypes around the word "modesty."
"The legal weed business is on the fast track to success. See how it's infiltrating industries and acting as foundation for new and creative businesses."
"Brands like Milk Makeup, High Beauty and Kush Queen are bringing beauty products to market as consumer perception of cannabis shifts toward wellness."
"Radical Creativity: All business disciplines have new marching orders: be clever, original, inventive."
"New Balance is deploying artificial intelligence to track the outfits of New York Fashion Week…using AI to identify the 'anomalies and exceptions to the norm'."
90+ Years Of Great Ideas—but we can't take all the credit.
Our founder Tobe Coller Davis, or simply "Tobe" as she was famously known, opened the doors to her eponymous fashion advisory service in New York City in 1927, with a vision we still honor.
Her legacy lives on collectively embodied by the TOBE team. We remain a consumer-first think tank for clients in fashion, entertainment, beauty, food, hospitality and more, approaching each effort with fresh eyes, critical thinking and discerning analysis.
TOBE's accomplishments are great, even by today's standards.
She was among the first to report from the European fashion shows via TOBE Cables as early as 1927, from none other than the Ritz in Paris.
In 1928, she was a founding member of The Fashion Group International, along with Eleanor Roosevelt, Edith Head and Elizabeth Arden.
She is one of the few people that can claim to have witnessed the first TV broadcast from RCA with David Sarnoff on November 12, 1936.
Delineator magazine acknowledged Miss Tobe as "fashion's first stylist." in 1937. An arbiter of taste, Miss Tobe's well-informed opinions made the company's services the most highly sought-after in the industry.
Ten years later, Miss Tobe and former fashion editor Julia Coburn joined forces to create the Tobe-Coburn School for Fashion Career in Manhattan with the purpose of providing fashion career-focused courses to young women. The institution still exists today.
For much of the 1950's, '60s and '70s, in addition to running her business, Miss Tobe penned a nationally syndicated newspaper column called "Tobe Says."
In 1960, then Senator and future President John F. Kennedy appointed Miss Tobe to the National Committee of Business and Professional Men and Women for Kennedy and Johnson.