QVC tapped into an enormous sub-psyche of Middle America: I want to buy things at home in my underwear at 3 AM.
MikMak hopes to emulate the QVC mindset for the YouTube generation. The new downloadable app, which was created by Rachel Tipograph, is actually billing itself as “online shopping for the SnapChat generation,” but the point remains the same: kids want to be sold to in a manner they find pleasing — just like their parents. And in this day and age, that answer might well be MikMak.
With their philosophy of “All items are unisex, functional and under $100!” they are attempting to speak to the new generation that crosses all boundaries in search of inclusivity. It’s an exciting time to be alive, to say the least.
Featuring pieces from Quirky, KOTFW, Areaware, Comptoir Sud Pacifique, Leona and many more, the app is hoping that kids will not only want to tune in to the fun mini-infomercials that play in video format, but also buy the involved products.
“We’re really interested in building relationships with people who live in the middle of the country,” Rachel mentioned to the Daily Dot. “So many startups are often designed for the coasts, so they only think people are in New York, L.A., and San Francisco, and we’re building a company for America. And that’s also a huge part of the entertainment value. … When you talk to people who use MikMak, they describe it as SNL for shopping, Broad City for shopping, YouTube for shopping, Vine for shopping. It’s for anyone who grew up in the Snapchat generation. We understand the attention economy today; you only have a few seconds to grab someone’s attention.”
Will it work? Who knows. But it’s a better idea than I’ve had this week.