Next Generation Chooses Brand
08.06.2011 3066

Next Generation Chooses Brand

The young generation of 18-24 years, tomorrow's consumers are increasingly choosing a pragmatic and rational model of behavior. They grew up in an era of economic and political change, found a period of crisis and witnessed the beginning of the era of digital technology. A Reset Generation study by Initiative showed that young people are ready to buy only reliable and trusted brands, with good value for money.

Unlike their peers from other countries, Russian youth are more mature: most of them work, they better understand the importance of higher education. And if in the world young people give more preference to intangible goods, then in Russia tangible values ​​remain attributes that testify to success - designer clothes, cars and travel.

In answer to the question of what qualities distinguish a good brand, the Russian and foreign audiences were in solidarity - price / quality, trust and reliability are in the first place, displacing fame, recognition and popularity that have been prioritized until recently. In addition, the communicative activity of young consumers with the brand is quite high - 60% of the respondents in the world and 80% in Russia interact with the brand in one way or another, writes

The younger generation of 18-24 years old, consumers of tomorrow are increasingly choosing a pragmatic and rational model of behavior. ...

Latest News

Birkenstock invests €15 million to build a factory in Portugal

German footwear brand Birkenstock is investing 15 million euros in the construction of a production site in the district of Arouco in northern Portugal. The new enterprise is designed for 600 jobs, reports The Portugal website...
27.05.2024 151

Expo Riva Schuh & Gardabags will be held in June

The next international exhibition of shoes, bags and accessories Expo Riva Schuh & Gardabags will be held from June 15 to 18 in Italy in Riva del Garda. It will present exhibitors from 40 countries (including China, India, Brazil, Italy, Portugal, Spain and…
27.05.2024 121

India records decline in leather exports

Exports of leather and leather goods fell nearly 2024% in the fiscal year ended March 10 compared to the previous fiscal year due to weak demand in markets such as the US and...
24.05.2024 354

The acquisition of LLOYD Shoes by the Swiss Arklyz Group has been completed

The takeover of footwear manufacturer Sulinger Lloyd Shoes GmbH by the Swiss investment company Arklyz AG has been completed. As we wrote earlier, in January Arklyz reached an agreement with the owner, Ara AG, to purchase the shoe brand, including all operating...
24.05.2024 412

The Astrakhan factory "Dune-Ast" will expand the production of sneakers

The Astrakhan footwear and clothing manufacturer PFC Duna-Ast took advantage of preferential financing from the Industrial Development Fund and allocated funds for technical re-equipment and the purchase of special equipment for the production of sneakers and...
23.05.2024 457
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning