Young consumers’ desire to be different is setting them apart from previous generations.

Young consumers' desire to be different is setting them apart from previous generations. New data shows that 60% of Millennials prefer to be unique and stand out from the crowd, compared to 48% of Gen X and 40% of Boomers. Fashion retailers (like Abercrombie & Fitch) who relied on “selling a uniform, branded look” have struggled as a result, while fast fashion chains that let “shoppers express themselves at the whim of an outfit change” have thrived with younger shoppers. We explored this shift and its impacts in our Unique is the New Cool trend last year. (Business Insider)