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BizReport : Ecommerce archives : May 14, 2014

How do Millennials discover fashion brands?

It appears there are still times in our digital world when direct, face-to-face contact with other people is far more effective than social media, blogs or even online advertising. Omni-channel engagement and insights platform Punchtab reveals that despite a plethora of digital channels, most Millennials discover fashion brands by talking to others.

by Helen Leggatt

The Millennial market is huge, accounting for over 25% of the U.S. population. These 'super shoppers' control $600 billion in annual spending power.

PunchTab surveyed more than 1,200 Millennials to discover what key buying drivers led them from consideration to purchase of fashion brands.

Just 20% of Millennial Women and 10% of Millennial Men learn about fashion brands from social channels, while 34% of Millennial Woman and 29% of Millennial Men discover fashion brands via online articles.

How do most Millennial Women, and Men, discover fashion brands? Sixty-percent of Millennial Women said it was via direct contact with others wearing the brand, or word of mouth. That figure was slightly less among Millennial Men (49%).

"Marketing to Millennials is a complex endeavor," said Angela Sanfilippo, CMO of PunchTab. "PunchTab's data shows what many have suspected -- growing Millennial apathy towards traditional marketing and a distrust of brands is creating a new challenge for marketers looking to engage this powerful demographic."

Image via Shutterstock

Tags: advertising, fashion, Millennial, retail, social media, word-of-mouth

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