Consumers expect socially responsible brand point of view
Brands in all categories need to have a point a view on the world, and importantly action against it. That message is more urgent than ever in apparel. People’s emotions are heightened and their personal values stronger. Against today’s political and social backdrop, companies are stepping forward to share in the causes of their consumers, demonstrating they care about the things their customers care about. Adidas celebrates cultural diversity with its Pharrell Williams sneaker line, Hu, and partners with Parley to repurpose ocean waste as innovative performance wear. H&M has expanded its H&M Conscious brand and is committed to in store recycling. Much like we are seeing with politicians, brands that have a clear point of view are more likely to connect with their customers and gain their loyalty.
Managing Director, Retail and Leisure
Young generation tastes are eclectic and fast changing
The younger generation is very eclectic and not afraid of mixing and matching. They are less interested in brands that create a full, somewhat monochromatic ensemble. They are more inclined to say, “I’d love to wear that navy blue blazer, but I’m going to pair it with high-top sneakers and ripped jeans.” It’s an urban influence, but people living in places outside of the fashion hubs are picking pieces from it. In the US, trends that begin on the coasts might be over by the time they reach the Midwest, except that today, with social media, trends travel much faster. Trends can change so quickly, even the brands themselves are challenged to keep up.
Senior Vice President
Life priorities of millennials challenge brands
Having grown up during the Great Recession and witnessed their parents struggling, many young people would prefer to buy a shirt or sweater that’s not designer branded and premium priced. They are happier with comparable quality at a lower price. Millennials often prefer just the essentials. They purchase carefully because they have limited funds and make decisions based on comfort and utility rather than brand prestige. Rather than having a closet full of stuff, they prefer to spend what they have on other priorities like travel or life experiences.
Vice President, Global Content Marketing
Kantar Millward Brown