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Translated by
Nicola Mira
Published
Jan 8, 2017
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French Millennials say quality, availability and ethics in fashion purchases are key

Translated by
Nicola Mira
Published
Jan 8, 2017

Brands and retailers that want to reach French millennials need to get a whole raft of issues right and they're not necessarily succeeding at the moment, a new survey shows. This age group can be quite disloyal towards their favourite brands, as a YouGov survey for U.S. group GT Nexus has shown.




Among consumers aged 18-34, 72% stated that in the last 12 months they have occasionally chosen not to buy from one of their preferred brands. Apparel and footwear are particularly vulnerable, with 43% of interviewees admitting to a lack of brand loyalty for these products.

Apparel and footwear actually rank second behind food and beverage (45%) in this respect, ahead of other fast-moving consumer goods (35%) and consumer electronics (25%), which enjoy a greater degree of loyalty.

The reasons for this volatility are directly linked with brand identity and values. The main issues driving millennials away from their preferred labels are in fact product quality (in 29% of cases) and availability (21%).

But consumers aged 18-34 appear to be also sensitive to any bad treatment of employees by their favourite brands and are negative towards labels without an eco-responsible attitude (17% in both cases).

Although this is a highly connected generation, web accessibility and a digital communications strategy do not appear to be crucial criteria for choosing a brand, according to the survey. Millennials do not in general shy away from their favourite brands if their website is unattractive (8%), if they do not feature a mobile app (6%) and even if they are not highly visible on social media (6%).

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