Millennials:
They are the first global generation connected by the Internet, and social media (Espinoza et al., 2010).
They select and consume products that help them to define who they are and what they value.
They care for innovation.
They have environmental concerns, pay attention to sustainability.
The social influence of purchasing decisions is high and the main things they look at for in a brand are social profiling, brand image and then quality.
Millennials have been leading technology enthusiasts. For them, these innovations provide more than a bottomless source of information and entertainment and more than a new ecosystem for their social lives. They also are “a badge of generational identity.” Many Millennials say their use of modern technology is what distinguishes them from other generations.
Gen Yers demand an authentic relationship based on a deep knowledge of who they are and what makes them buy (Yarrow & O’Donnell, 2009). Gen Y buyers select and consume products that help them to define who they are, what is important to them and what they value in life also serve to express some aspect of their own personality or image. They have the desire to make the best decision in regards to not only price and quality but gave consideration on making good investments for the future. Millennial customers found great confidence and trust in the brand names of their choice.
re-editing in May:
Millennials and stakeholders in cultural creative industry and the fashion industry are chosen as the two-target audiences.
Millennials are set to be the main target audience not only because they are the important force of consumption in today’s economy, but also due to their consumer psychology which is able to explain the appeal of merchandise to them to a large extent.
According to different studies on millennials, it can be concluded that it is a group of people who put emphasis on experience and identity when consuming products, which sets the millennial market apart from other generations.
They see shopping as a social event.
They like to feel connected.
They won’t be “sold”, want to be seen.
They consume products that help them to define who they are and what they value.
They care for innovation.
The first thing they look at for in a brand is the social profiling, brand image and then quality
They are the first global generation connected by the Internet and social media.
Social influence of purchasing decisions for them is very high. 68 percent of Millennials admit to being strongly influenced by social media posts while 84 percent say user-generated content has at least some influence on what they buy.
In addition, stakeholders in cultural creative industries and the fashion industry is another target audience group. Although the cultural meaningfulness of merchandise is put emphasis on in this project, merchandise is basically a kind of brand communication and marketing tool, which means a lot to a brand.
As the result, the project takes an attempt to provide new ideas that lie at the intersection between branding and culture based on merchandise to those who work in the relevant areas as well, inspiring them in how to connect with audience especially millennials through combing fashion and culture in the current industries.