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We asked Millennial and Gen Z shoppers to describe how brands turn into some of their favorites. Here’s a sample of some of the responses below:

Brands That Focus On Lifestyle and Culture Become Favorites
“For me honestly it boils down to again: culture, lifestyle. …

We asked Millennials and Gen Z shoppers questions to understand how online and in-store shopping work together in tandem to generate sales.

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Was there a sale going on today that made you want to shop?
“Tasha: Was there a sale? No, I don’t think so. Veronica: No. There’s usually a sale online and then we go “Oh my god I’m coming to the sale, let’s buy it.” But today was just, like an emergency, so we came out shopping.”

Was there anything you saw on social media that brought you into the store today? “Yeah, jeans. I came in for jeans today. Oh it’s just a cool, cropped ankle pair of jeans, which I have to order online.” …

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We asked Millennial and Gen Z shoppers walking out of Victoria’s Secret to grade the brand from A to F. Here’s a sample of some of the responses below:

“C. (Why?) Their stuff falls apart really fast — it’s cute though. I don’t really like how they’re not very range inclusive with sizes, but it’s still decent, I guess.”

“Like a C. They need more plus-size options for a girl like me.”

“I’d give them an A. I go here a lot so I don’t really see anything bad about it.”

“Probably a B. (Why a B?) There’s certain times where I’ve gotten underwear and the material is not the best — it breaks easily or wears out easily. But other than that, it’s cute and most of the time comfy.” …

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We asked Millennials and Gen Zers walking out of Urban Outfitters to grade the brand from A to F. Here’s a sample of some of the responses below:

“I would give it a B cause they do have some pretty cool stuff. But I do think that it is overpriced — like I could find something very similar in style at Forever 21 or even a thrift shop for like 2 bucks or like $10. Where it’s over here for like $50.”

“Probably an A. I always find something that I like though I can’t afford it today, but (laugh).”

“For cuteness, I would probably give them an A. …

Here are a few data points we found searching the internet…

Source: Pew Research Center

  • A separate 2018 Center survey showed Facebook use among US teens had dropped in recent years.

Source: R/GA FutureVision

  • Independence is a top priority for those aged 16 to 24, with 34 percent planning to travel alone.

Source: The Points Guy

  • 87% of travel decisions made by Generation Z are influenced by social media platforms including Facebook, Instagram and Snapchat.

Source: Beverage Daily

  • 50% of those surveyed by WIC said they have tried canned wine before

Is it your job to understand Millennials and Gen Z trends? If so then you need the fNograph App, with thousands of data points, videos and insights to help you win at work. Check it out free for 7 days now

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The basic expectations of Gen Z consumers are very high. With the new world of staying at home, both online and in-store retailers will need to raise to a whole new level of creativity in order to win over consumers with less cash. Brands that take chances, care about the state of the world, while becoming more relatable are the ones that are going to win in this new retail environment. The standard way of doing things pre-2020 will lead to lower sales.

Here are some of our findings derived from our street shopper series with young consumers on the fNograph app about what they want, love and expect from fashion brands both big and small. We pulled some of our favorite ideas from our latest set of interviews speaking with consumers walking out of apparel retailers in Los Angeles and New York City. …

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Source: Business of Fashion

  • About 90% of American teenagers still prefer to buy cosmetics in stores, according to Piper Jaffray, which conducts a twice-annual survey.

Source: Viacom CBS

  • The Mally x RuPaul collaboration is also an example of how cosmetics retailers are reaching and engaging with Gen Zers and some younger millennials, as Mally Beauty announced the partnership on Instagram (of note: 71% of Americans ages 18–24 actively using the platform).



The Voice of the Consumer

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