Millennials & Gen Z’s 20 Favorite Places to Buy Clothing

 Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

We asked 1000 13-34-year-olds to tell us their favorite places to buy clothes—and ranked their top stores and shopping venues…

The opinions of Millennials and Gen Z can make or break brands, and they’re doing everything they can to stay in their good graces—and get them into stores. These days brands are going to extremes—from major makeovers to business model reboots to experiencification—to bring them offline, and off Amazon, and into brick-and-mortar locations. American Eagle is experimenting with serving teens (non-alcoholic) fancy drinks in stores with the café concept Drink, Abercrombie & Fitch has launched new “warm, inviting, inclusive, and open” stores to show off their image makeover, Sunglass Hut is luring Millennials in-store with the promise of the perfect selfie. Once e-commerce only, Warby Parker is expanding with 25 retail locations this year featuring vintage arcade games, photo booths, and salespeople armed with past online consumers’ preferences, with the mentality that it isn’t “retail [that] is dead, [but] mediocre retail experiences”—a concept we discussed in our predictions for 2017, and our Experiencification trend.

There are multiple ways that physical shopping is still playing a role in young consumers’ behavior—and entwining with online shopping. A new GFK study found almost half of 18-26-year-olds in the U.S. are engaging in ‘webrooming,’ or researching a product online and then purchasing in person. This form of shopping among the group has increased by 5% from 2015, with a little over half saying it is the cost of delivery that is influencing them. About a one-third also say they’ve done the opposite—researched in-store than bought online—signifying that the group is shopping from multiple channels. In fact, Aldo credits their “Channel Agnostic Strategy”…

 
 

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The Newsfeed

“I think we have a tendency to think that the world revolves around us and what we want and having a hard time to live up to the standards of having/living a perfect life.”—Female, 22, WA

A new quiz app’s R-rated categories are capturing teens’ attention. FriendO is rising through the ranks of the app store, but not by following the Play Nice, PG strategy that took tbh viral. FriendO users move up their friends’ rankings boards as they answer questions about each other, proving their friendship. If someone sends the app to three friends, they unlock NSFW categories like MSFK (Marry, Sex, Friend, Kill). But people are worried that none of these categories are barred to young users. (Mashable)

TGI Fridays is adding Instagrammable milkshakes to their menu with “cascading toppings,” “suspiciously” similar to Black Tap’s infamous creations. The “Extreme” milkshakes “take dessert to the next level” with a seasonal option piled high with Christmas cookies, and a s’mores shake topped with marshmallows, Oreos, and graham cracker crumbs. If that’s not enough to get Millennials in the door of chain restaurants that they notoriously avoid, both shakes can be ordered “boozy” (a tactic we’ve seen before). (Grub Street)

Seventeen is creating an LGBTQ community for teens with their new, “social-first” platform, Here. Instagram and Facebook form the main hub of Here, along with a dedicated vertical on Seventeen itself. Launched less than a week ago, content is already popping up on social and the site. Seventeen is appealing to the Genreless Generation, and one editor said Here will be “a resource and a place for teens to express themselves.” (Fashionista)

Rising musician Tallia Storm says her Instagram paid for her debut album. Lauded by Sir Elton John and Nile Rodgers, 19-year-old Storm leveraged The Influencer Effect for her own gain: Her debut album, Teenage Tears, was entirely self-financed via her earnings as a “fashion ‘it girl’” and Instagram influencer with over 300,000 followers. As a result, she had full creative freedom and became a “part of the growing staple of acts who are not repped by a major label.” Oh, and she got to open for Sir Elton John. (PR Newswire)

Kylie Cosmetics, Kylie Jenner’s online-only beauty brand sensation, has teamed up with Topshop to drive young shoppers in-store. Brick-and-mortar is far from dead, with research from TABS Analytics showing 66% of shoppers prefer to purchase new cosmetics in-store—and brands like this one are betting on IRL retail. Kylie Cosmetics is now available at seven Topshop stores across the country for just five weeks, and they’re accruing long lines of fans to test out the coveted lip kits in person. (BuzzFeed)

“…[Rick and Morty] has our generation's sense of nihilism, fear of wasted time, humor in unpredictability, and shy optimism in human relations.”—Female, 17, TX

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