Pupils of the crisis
23.09.2015 15090

Pupils of the crisis

One crisis replaces another, creating new consumer habits of adults hardened by economic shocks and raising a new attitude to the shopping process of the younger generation, which marketers and sociologists conventionally call generation Z.

Experts note that most adolescents follow the current consumer models of adults, that is, they approach shopping meaningfully and think twice before buying something. It’s not that the crisis hit their wallets, they just, like their parents, began to more rationally manage their expenses.
According to a Deloitte LLP study, the number of teens who mix old things with the recently acquired to create a new image has increased from 26% in 2011 to 39% in 2015.

Also, teenagers willingly exchange wardrobe items with their friends, and the money they save is spent on other needs, since they rarely find the things they need at sales. But they love them no less. As the teenagers themselves say, they rarely buy anything at the first price, patiently waiting for sales.

According to The Retail Economist, it’s all the fault of the pre-school discounts that began in 2008, when retailers tried to attract more customers during the crisis and rather get a cache. It was they who “corrupted” buyers of all ages, who began to wait for discounts as a matter of course.

Another important observation that marketers made. More and more teenagers prefer to track fashion trends on the Internet and follow hashtags on social networks. They first create an image in the head and only then go off in search of the things needed. According to Google statistics, the popularity of queries "clothes to school" in the past few years has increased significantly. And in July 2015 of the year reached an increase of 76%.

So now retail chains, stores and brands are forced to monitor the emergence of popular hashtags in social networks and give young customers what they need.

One crisis replaces another, creating new consumer habits of adults already hardened by economic shocks and raising a new attitude to the shopping process of the younger generation, ...
5
1
Please rate the article

Materials on the topic

Results of the round table of shoemakers with the Ministry of Industry and Trade of the Russian Federation, CRPT, NOBS and Wildberries

On September 15, a strategic meeting of representatives of the Ministry of Industry and Trade of the Russian Federation, CRPT, the National Shoe Union (NOBS) and the largest Russian marketplace Wildberries was held at the Holiday Inn Sokolniki hotel in Moscow. The meeting was attended by...
18.09.2023 4593

World Footwear Yearbook: Global footwear production reaches 23,9 billion pairs and is back to pre-pandemic levels

The Portuguese association of footwear manufacturers APICCAPS published the 13th edition of the international statistical bulletin World Footwear Yearbook for 2023, according to which, in 2022, the production and export of shoes worldwide increased by 7,6% and…
28.07.2023 5485

How to double the sales of a shoe store?

The last two years have been so generous with unforeseen events that you involuntarily think: “Is it necessary to plan at all?” Still, you need to plan. The sales plan is the benchmark for your business. Therefore, SR expert Maria Gerasimenko gives…
11.07.2023 4811

New direction of exhibitions in Alma-Ata: Euro Shoes @ Elite Line & CAF

Euro Shoes enters new markets and announces the launch of an exhibition project in Alma-Ata. The wholesale exhibition of shoes, clothing, leather, fur and accessories Euro Shoes @ Elite Line will be held in Kazakhstan from July 30 to August 1, 2023…
04.07.2023 3714

Round table with representatives of shoe factories of Dagestan with the support of the Ministry of Industry and Trade and NOBS

On May 17-18, a round table was held in Makhachkala with shoe manufacturers and enterprises from the strategic project of the Republic of Dagestan “City…
23.05.2023 4402
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning