Millennials are increasingly comfortable shopping for apparel online, whether it’s athletic wear or shoes. Sixty percent say they have done so and the emergence of mobile shopping and explosion of brands on social media have made it easier and faster than ever before. While more women may be browsing online, they continue to enjoy the experience of in-person shopping, which allows them to see, touch, and try on clothing before they buy.
The Qualities That Matter
We know that Millennials are cost-conscious, but while price is important, it’s not the only factor when buying apparel. Functionality and quality are at the top of the list of important attributes. And, when it comes to clothing, they’re looking for items that express their individuality—65% are looking for fashionable designs and 47% say they look for brands and styles that are unique.
Why Peer Reviews Are Essential
Although self-expression is important, Millennials still like their choices to be validated by their peers. Product reviews, specifically, peer-generated content that includes product photos, influence their purchase decisions—72% of Millennials said they are more likely to buy an item based on photos taken by others who have used it and 60% were more likely to click on a product based on a friend’s social post. Keep this in mind when developing social campaigns and including user-generated content in posts.
Millennials Want Brands That Reflect Their Values
The desire to express their personalities through the clothes they wear also extends to the brands they buy. Millennials tend to choose brands and retailers that reflect who they are as individuals and represent their values. One-third of Millennials agree that a company’s affiliation with a cause would make them a repeat customer. Marketers seeking to attract this customer by aligning with a cause must do more than talk-the-talk, the commitment has to be an authentic part of the brand experience.
Retailers Must Offer Brand Experiences
While they’re digital first, Millennials crave the brand experiences that brick and mortar stores still play a critical role in creating. Eighty-two percent of Millennials say it’s important for retailers to have physical stores—that’s more than any other generation. Only 69% of Gen X’ers and 62% of Baby Boomers felt it was essential for retailers to have a physical presence. For Millennials, buying a product is more than transactional, there’s a greater emphasis on engaging with the brand that can only be experienced in a physical location.
Women’s Marketing offers our clients deep insights into their consumer and her path to purchase. Contact us today to learn how we can help your brand to grow and thrive.
Source: eMarketer US Millennial Shoppers 2017: How a Digitally Native Generation is Changing Retail