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Two breeds of millennials: making fashion magic for marketers

by Cathy Saranity , 05.03.2015

In our latest video blog, Cathy Saraniti (VP, New Product Sales Development at GfK MRI) discusses differing fashion attitudes between two distinct age groups of female Millennials. A new analysis from our Survey of the American Consumer® suggests that marketers may be turning down greater sales by treating Millennials as one group with uniform taste.

 

Script

Marketers often treat Millennials as one group, but GfK MRI found that younger and older female Millennials can be quite different. Their opinions towards fashion and media differ, as highlighted in an analysis of GfK MRI’s Survey of the American Consumer, which recommends reclassifying Millennial women into two distinct groups: ages 20 to 24 and 25 to 37.

Younger Millennial women influence the direction of women’s fashion. They care about making impressions through their clothing, staying up-to-date with new trends, and refreshing their wardrobes at the start of every season. Younger Millennials also index higher than older Millennials for heavy internet use and for regularly reading fashion magazines.

On the other hand, older female Millennials are established, making them less concerned with trends. Their stability enables them to seek more refined, versatile clothing, and they are willing to pay for it. While both groups strongly utilize smart devices, older Millenials are more likely to use shopping and retail apps, posting products ratings and interacting with brands through these outlets.

Our analysis shows marketers should embrace the different needs and preferences of female Millennials. With this information at hand, you can develop robust marketing strategies that effectively appeal to their demographics.

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