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.
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