 Wysłany: Czw 11:00, 12 Gru 2013 Temat postu: Gen Y forces retailers to keep up with technology |
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| Gen Y forces retailers to keep up with technology
In The NewsIn Gen BuY: How Tweens, Teens, and TwentySomethings Are Revolutionizing Retail, Kit Yarrow and Jayne O'Donnell say today's teens, tweens and twentysomethings "were the least likely to cut back spending after the onset of the 2008 recession."What's more, Yarrow (a consumer researcher and chair of the Golden Gate University psychology department) and O'Donnell (USA TODAY's retail reporter) say the 84 million Generation Yers born from 1978 through 2000 are so influential they've changed shopping for all consumers. They call Gen Y "the tastemakers,[url=http://www.sport.fr/smartphones/moncler.asp]moncler pas cher[/url], influencers, and most enthusiastic buyers of today," who will become "the mature, highincome purchasers of the future."Generalizing about any group this size is risky. And making broad declarations about this generation is especially dicey, because they pride themselves on being unique. Some Gen Yers loathe brands that others in their cohort love. Some prefer thriftstore finds to name brands. They surveyed 2,000 Americans, conducted 11 focus groups, interviewed hundreds of Gen Yers, spoke with retail executives and spent lots of time in malls.They found that Gen Y not only decides what they'll wear but often what their parents and grandparents will wear.Many older Gen Y members grew up without iPods or computers in their bedrooms and shopped within limits as teenagers. The word "recession" isn't in their vocabulary."My younger sister is way more into stuff than I was," says Regina, 25, of San Francisco. "She not only wants more, she's so much more particular about what she wants. I see young kids with $300 jeans and Coach bags."Recent sales figures, however, suggest that even Gen Y is feeling the economic pinch. Sales for four of the five favorite tween girl brands (Abercrombie, American Eagle, Hollister and Target) fell in August vs. a year ago. Only Aeropostale saw sales rise. Analysts attribute that bump to the chain lowering prices. |
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