Millennials may not look like that, but they have enormous purchasing power. Unlike previous generations, they think more about their purchases.| photo: Profimedia.cz
There is a lot of talk about the generation of millennials, i.e. people growing up at the turn of the century. Above all, in connection with a different approach to life and work than that of their parents or grandparents. They want to travel a lot, have fun and, above all, do work that they enjoy and fulfill, money is not that important to them. They are braver, more predatory, more self-confident, and independence is a priority for them. They pay particular attention to digital technologies, gastronomic trends and fashion. What they wear is very important to them.
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Through fashion, millennials express themselves and their attitudes, creating their place in society. They show who they really are by what they wear. But at the same time, they want their friends to praise their expressions and opinions, which is why they post their photos on social networks and expect likes.
So what will interest millennials? “Anything that is social, interactive and personal. That is, what sizzles on social networks sends some kind of message that can be shared, and at the same time takes into account the personality of its wearer. It's about my brand and my direction,” says Jeff Fromm, a marketing expert who specializes in millennials.
And he adds that it is necessary to realize that millennials are the majority of fashion consumers and the fashion market adapts to them. According to the analysis company Mainfirst Financial Institution, for example, the Gucci brand has more than half of its customers who can be described as millennials. This is 40% more than it was two years ago. It's best seen at the accessory sales. In the first half of last year alone, sales of the brand's iconic handbags rose by an incredible 595%.
And other global fashion houses such as Louis Vuitton, Saint Laurent, Valentino or Dolce & Gabbana. In addition to handbags, prestigious houses also sell scarves, hats and other accessories. They go great with clothing from cheap fashion chains and are a surefire way to add some magic to an outfit. In addition, stores with so-called fast fashion copy collections from catwalks, so it is completely unnecessary to spend large sums of money on luxury clothes, when a similar thing can be bought albeit with a delay, but for a few crowns.
So when it comes to investing in fashion, millennials are treading carefully. They carefully search the Internet for the advantages and disadvantages of the given product and above all for the best price. They definitely don't want to have a uniform outfit. In the Czech environment, therefore, they are increasingly looking for the work of local designers who sell their products for a fraction of the price of luxury goods. The young generation realizes that this not only supports local production, but also makes it easier to verify the origin of their clothes.
Another interesting thing follows from this. Millennials also put up with the ethical dimension of their wardrobe and strive for sustainability. They want to be sure that they are harming the planet as little as possible with their purchases. Therefore, they also love products that are environmentally friendly and have been made in a safe working environment that does not abuse human labor. In addition to brands and stores with sustainable fashion, social projects are also gaining popularity. For example, Metráž, which is a workshop where designer accessories and dresses are sewn by women in a difficult social situation, so that customers actually contribute to a good cause by buying them.
“This generation favors current trends going back to the 90s, as well as comfort, functionality or environmental sustainability. Millennials often decide between a second-hand source or a designer brand," explains Antonín Soukup, one of the designers of the LAFORMELA brand.
This alludes to the fact that, in addition to new things, the young generation also likes to buy clothes that have already been worn. Whether it's from a store, from friends, or a family treasure from the bottom of an old closet. One-day flea markets or bazaars are also popular, where you can not only buy but also sell goods. And so it is not a problem to recycle used items or donate them to charity. There is also a growing interest in various sewing workshops. Few people today throw out a T-shirt because of one hole, preferring to put an embroidery on it or make another wearable thing out of it.
In short, the young generation thinks more about the contents of their wardrobes. The popular KonMari method and the growing popularity of minimalism and slow fashion are certainly to blame for this. It is trendy to have a wardrobe that is not overflowing with unnecessary things.
Millennials also spend a lot of time on social networks, where they carefully monitor trends. They also like to shop online. "It is a generation that is at home in the online environment, and therefore follows the trends and inspires us as well. This was also reflected in several previous collections, when our work extended to streetwear and a very urban style, but with inspiration from the outdoors and sports," confirms Antonín Soukup.
His brand is an accurate reflection of what millennials like. Comfortable things, creative work with cut and play with colors and patterns. And also distinctive logos or other elements. The brands Wolfgang, ODIVI, Jakobi, Leeda, Chatty, Appart Label, Soolista or designers Zdeňka Imreczeová, Jakub Polanka, Petra Ptáčková or Lukáš Krnáč similarly characterize the generation of twenty-somethings and thirty-somethings. Oversized sweatshirts, variable dresses, tight pants, as well as girls' skirts or shirt dress. The main thing is the message of one's own style and the authenticity that pieces from designers bring.
they say. It even created a community on social networks. Because millennials simply cannot do without sharing.Author: sok Soňa KacerovskáYou might be interested
Topics: Accessories, Charity, Fashion trends, young generation, Ester Geislerová, Jakub Polanka, Louis Vuitton, Dolce, Brána, digital technology, diva, Fashion Week, Instagram, Consulting: Fashion trends, Prague Fashion Week , social networks, fashion, showBurlesque is actually theatrical striptease, undressing from beautiful corset costumes. “We use a lot of feathers, the costumes are…
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