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The Aborted Mission To Relaunch In December: NASA

In August, a hole appeared in a Soyuz capsule docked to the ISS that caused a brief loss of air pressure and had to be patched.

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Russian Rocket
Astronaut Anne McClain, left, is seen during training at the Neutral Buoyancy Laboratory in Houston, Texas. VOA

The American astronaut who will hitch the first ride on a Russian rocket since last month’s aborted launch and dramatic emergency landing is confident that her scheduled trip in December on a rocket that she calls a “workhorse” will go smoothly.

Astronaut Anne McClain, along with a Russian cosmonaut and a Canadian astronaut, will man the Dec. 3 mission. It will be the Russian-made Soyuz-FG’s first crewed flight since Oct. 11, when U.S. astronaut Nick Hague and a Russian cosmonaut landed unharmed on the Kazakh desert steppe after the rocket bound for the International Space Station failed in mid-air two minutes after liftoff.

NASA, rocket
Specialists watch broadcasts from the Soyuz spacecraft showing astronaut David Saint-Jacques of Canada, Oleg Kononenko of Russia and astronaut Anne McClain of the U.S. attending the final qualification training for their upcoming space mission in Star City near Moscow, Russia. VOA

The National Aeronautics and Space Administration has relied on Russian rockets to ferry astronauts to the space station since the United States retired its Space Shuttle program in 2011, though the agency has announced plans for test flights carrying two astronauts on commercial rockets made by Boeing and SpaceX next April.

“I do see the incident that happened on Oct. 11 with our launch abort not as a failure but as a success,” McClain told Reuters in a telephone interview from Russia. “It actually bolsters my confidence in the rocket and in the processes that we have.

“We’re confident in the vehicle and getting back to it,” McClain said of the Soyuz rocket, which she called “the workhorse of the space program.”

After lifting off from Kazakhstan’s Soviet-era cosmodrome of Baikonur last month, a damaged sensor caused one of the rocket’s three booster stages to separate improperly, falling inward on the rocket and jolting it off its ascent two miles above ground, Russian investigators announced earlier this month.

Russian Rocket
The Soyuz MS-10 spacecraft carrying the crew of astronaut Nick Hague of the U.S. and cosmonaut Alexey Ovchinin of Russia blasts off to the International Space Station (ISS) from the launchpad at the Baikonur Cosmodrome, Kazakhstan. VOA

During Assembly

Video from inside the capsule showed the two men being shaken around at the moment the failure occurred, their arms and legs flailing. Russian cosmonaut Alexei Ovchinin can be heard saying, “That was a quick flight.”

The accident was the first serious launch problem experienced by a crewed Soyuz space mission since 1983, when a crew narrowly escaped before a launchpad explosion.

Also Read: NASA Grants $7 Mn For New Life Detection

In August, a hole appeared in a Soyuz capsule docked to the ISS that caused a brief loss of air pressure and had to be patched. Dmitry Rogozin, head of the Russian space agency Roscosmos, has said that it could have been made deliberately by someone during manufacturing or while the craft was in space.

McClain and two other crewmates will launch from the same launchpad in Baikonur, joining the space station’s current three-person crew. (VOA)

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Here’s Why Millennials Overlook Age-Old Iconic Brands

Millennials Overlook Iconic Brands Their Parents Adored

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Brands
As once-iconic brands like Tiffany & Co., Harley Davidson and the Gap grappled with declining sales, one of the nation’s largest retailers was busy making some in-store changes. Pixabay

By Dora Mekouar

As once-iconic brands like Tiffany & Co., Harley Davidson and the Gap grappled with declining sales, one of the nation’s largest retailers was busy making some in-store changes.

Target started offering more organic and natural food, stepped up designer collaborations with up-and-coming brands, added a line of gender-neutral children’s decor, and created a showroom-style area to showcase the latest in home decor.

The in-store experience remains critical. Even though more people than ever are shopping online, just 11% of all retail sales occur over the internet. A full 89% of all retail purchases happen the traditional way, by walking into a store, according to the U.S. Department of Commerce.

Target, the 8th largest retailer in the country, made tweaks to its stores in hopes of appealing to one particular kind of consumer.

Brands
Home decor at a Target store in suburban Washington. VOA

“Target was really stuck in neutral and then was able to innovate through its stores, innovate through its digital, and, all the sudden, was able to again drive growth with millennials,” says Jason Dorsey, president and lead millennial researcher at the Center for Generational Kinetics.

America’s retailers are taking notice now that millennials have overtaken aging baby boomers as the country’s largest living generation of adults. And it’s a generation that differs from their parents when it comes to their consumer tastes. For starters, they’re more adventurous and want to try something new. They’re also interested in connecting with brands that feel authentic.

“What millennials tell us is that an authentic brand is candid. It has a personality. The brand itself has very distinct values, a distinct voice, and it has a candor to it that they can relate to, identify with, and trust,” Dorsey says, adding that convenience is also key.

Brands
Some high-end brands, such as Gucci have successfully managed to reintroduce themselves to millennial shoppers. VOA

“This generation has been conditioned to be able to order everything through a small screen and if you make it hard or difficult or too many steps, then they’re not choosing to go that route.”

Millennials are expected to be big spenders over the next decade as they begin to buy and furnish new homes and start having children. Brands that fail to appeal to these influential young shoppers — who are currently in their mid-20s to late 30s — can quickly find themselves in trouble.

“Millennials are more hesitant to buy legacy big brands that they think don’t really understand or get them or their priorities,” Dorsey says. “You see this a lot in alcohol where you’ve seen a move away from your Bud Light, Coors Light, those type of brands and into craft beers, things that are seen as more unique, hard ciders, just a variety of other options that millennials feel better represents them, sort of more of a unique experience.”

Being seen as not unique or different has had an impact on brands the baby boomer generation — those between 55 and 75 — once helped make iconic.

Brands
Harley Davidson motorcycles are on display at a dealership in Ashland. VOA

After an extended sales slump, Tiffany & Co. is currently in the process of being acquired by the same French luxury group that owns  Louis Vuitton and Sephora.  Millennials haven’t shown much interest in the 200-year-old retailer’s signature rings, necklaces and bracelets that were once prized by their parents.

Harley Davidson motorcycles, which represented freedom and the unlimited possibilities of the open road to older generations, now faces being left behind by millennials who are more interested in using ride-sharing apps to get around.

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GAP is one of the most popular brands among millennials. VOA

Harley-Davidson recently reported its worst quarterly sales in recent history, continuing a slide that began in 2014.

And there was a time when American teenagers thought nothing was cooler than wearing the Gap’s chino pants and branded sweatshirts. But today’s hipsters aren’t buying the retailer’s offerings, which industry experts say haven’t changed much in the last 20 years.

How millennials want to be seen, particularly through social media, is another big driver of millennial purchases, according to Dorsey.

Also Read- US Commission Urges India to Take Steps to Resolve Communal Riots in New Delhi

“You know millennials are the most photographed generation of adults in history,” he says. “How millennials want to see themselves really impacts what they buy in terms of, ‘Does this brand, product or service alignment my values? Does the store … treat people well? If it’s a restaurant, is the food responsibly sourced?’ All of these things are suddenly playing in that consumer narrative.”

The good news for retailers is that millennial dollars are still very much up for grabs, but it is up to the brands to figure out how to appeal to young shoppers who have very specific ideas about how and what they want to eat and buy. (VOA)