Be Viacom undertook an in-depth research study to understand the needs, attitudes and behaviours of Millennials in the area of style/fashion. We’ve come up with three typologies which represent these consumers…
Style helicopters are a niche group standing above the mainstream with an independent, discerning and intellectual approach to fashion that is based on real knowledge and personal cachet.
Super consumers represent a larger segment and are focused on being in the know and connected with the style and fashion scene. They are social connectors and use obtained knowledge as social currency to stay ahead of the mainstream. Super consumers are the ones who will re-Tweet!
Mainstream absorbers are interested in fashion but it’s not their main focus. They absorb and receive fashion information, they look to others for inspiration, they desire guidance and are developing their own style.
What’s interesting is that each segment is partly defined by the assertion that they try to have their own style.
The current fashion consumer is style savvy, creative and has eclectic tastes…
- 78% agree ‘I mix and match different styles’
- 2 in 3 are inspired as much by the past as the present/future
- 65% describe themselves as creative
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