In the initial review of the millennials apparel shop along data, we’re seeing the following decision-making variables surface to the top:
- Appropriateness: Right for the situation
- Value = (Wear frequency x Matchability)/Price
- Appeal: Makes me look how I want to look
- Personality: Clothes portray the wearer’s mood or personality: flashy, professional, understated, fun, young
- Fit: Size, cut, draping
- Click: Calls out to shopper, love at first sight, drawn to it
We’re going to do a more in-depth analysis to formulate the primary segmentation dimensions. We will also overlay mobile technology.
Copyright 2010, Paul Bryan, Usography Corporation (http://www.usography.com)
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