There’s a reason market executives are so obsessed with millennials: They are the largest generation alive today. Estimates by analysts at Goldman Sachs put the number between 90 and 92 million, and this represents an opportunity for both SMEs and large business empires.
The only problem with millennials is their extremely unpredictable behavior, which is arguably a reflection of the abrupt economic changes brought about by the advent of revolutionary technologies like computers and the Internet. So it makes sense to try and tap into this segment of the market by finding out what drives them. Let’s try to figure out what this highly elusive generation really wants when it comes to style and fashion.
Millennials don’t like exaggerated designs
Exaggerated and extravagant designs were a feature of the 1980s era, when movies like Rambo and Ghostbusters ruled theaters. A much simpler approach to fashion has been taken since the ’90s ended. Classic hits like Pulp Fiction, The Silence of the Lambs and The Shawshank Redemption have redefined fashion to emphasize comfortable wear, non-itchy clothing labels , such as damask or satin woven neck labels, the durability and simplicity of tagless or super soft clothing heat seal clothing. printed glossy labels.
Millennials are obsessed with social media
In the era of Facebook, Instagram, Pinterest; Social media allows millennials to keep track of the latest fashion trends and build their own unique identity around their newly acquired tastes online. It is quite common to find young people subscribing to their favorite brands and discussing them online. Fashion has always been social. The definition of “social” has been around for centuries and now the expansion is truly visible. Millennials don’t ask their friends for their opinion on what to wear or where to shop. They read fashion blogs and sift through photos on Pinterest. Who wears what… The most influential brands, fashion role models and fashion activists have spread marketing campaigns with powerful messages.
An example would be Gucci’s Instagram content, which is currently among the most discussed fashion-related topics on the internet. Millennials want to strike a healthy balance between uniqueness and being part of the crowd.
The DIY trend: if you can do it, so can I
We found that millennials like to stick their noses in every industry. Your preference for taking matters into your own hands interferes with virtually every facet of life. They want to repair their own computers, air conditioners and even create their own businesses; create fashion brand clothes.
Crowd platforms like Kickstarter and Indiegogo allow millennials to become their own bosses: call them entrepreneurs for hire, which befits the slogan ‘for the people, by the people’.
Ignoring the popular labels of the past
Millennials are well aware of what used to be popular with the “crowd” of past generations. And their growing resentment towards this has repelled them in the opposite direction. We think this could be the main reason why young people have chosen to jump on the Dollar Shave Club bandwagon in a wanton abandonment of more popular brands like Gillette and Harry’s.
Millennials can identify as a motley crew of independent entrepreneurs who sometimes, just sometimes, borrow from the past if only to pay homage to it.
Millennials are socially conscious shoppers
Millennials worry about problems such as the environment, poverty, war and child labour. As such, they are on the lookout for companies that are actively involved in advocacy projects to empower poor communities by creating opportunities. The ability to make a difference while standing out from the crowd is what drives millennials to think outside the box. “What else does your brand bring to the table?” “What advocacy groups is your brand a part of?“