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Millennials are expected to outspend Boomers by 2017, but most retailers do not understand the needs of the generation.

Millennials are expected to outspend Boomers by 2017, but most retailers do not understand the needs of the generation. One common misconception: many brands believe young consumers are most influenced by online advertising, when in reality they rely on their friends the most when making buying decisions. (Apparel)

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