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At the other end of the scale, poor quality products, long queues in store and sizing issues lead to lower rankings and less overall brand trust for River Island, BooHoo and Zara. Trust in influencers, not brand marketing The majority of Millennial fashion retail consumers (61 per cent) don’t trust direct brand marketing – and online advertising bombardment may be to blame. Nearly two thirds say (65 per cent) they would be less likely to trust brands who sent them too many ads. Seeking information and peer to peer communication is more preferable to unsolicited brand messaging. A huge 85 per cent of 18-34 year olds say social media influences their fashion buying decisions, with Instagram being the most popular influencer channel (28 per cent). A further 53 per cent report they would rather get their information directly from the brand’s app. Chris Johnston, chief executive of Adoreboard commented: “Brand marketers need to work smarter to start a dialogue with younger fashion retail consumers who are turned off by overt brand messaging. We know that they like to be in control of their consumer choices more than any other age group, and to feel part of a one on one, authentic conversation. The analysis notes that 85 per cent of Millennials say that emotion influences their purchase decisions, so marketers need to work smarter to build new experiences and retail theatre to heighten the appeal to these new type of shoppers. “There’s been a lot of comment recently about the high street business model failing customers. But our Report proves that Millennials – those consumers whose spending power will drive retail and brand performance over the next generation – want, need and value that in-person, human, individualised experience.
For the original version including any supplementary images or video, visit https://www.retailtimes.co.uk/millennials-divided-over-shopping-in-store-or-online-new-fashion-retail-barometer-shows/
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