×
2 357
Fashion Jobs
REISS
Digital Content Editor
Permanent · LONDON
HEAD OFFICE
Buyer l7 – Vegetarian & Vegan
Permanent · BRACKNELL
HEAD OFFICE
Programme Manager Customer & Marketing
Permanent · LONDON
HEAD OFFICE
Process Manager – Treasury Operations
Permanent · BRACKNELL
MULBERRY
Commercial Finance Analyst
Permanent · LONDON
MULBERRY
Email & CRM Marketing Executive
Permanent · LONDON
MULBERRY
Warehouse Operative
Permanent · SHEPTON MALLET
BOOHOO GROUP
Commercial Finance Analyst
Permanent · MANCHESTER
REISS
Marketing Manager
Permanent · LONDON
ESTEE LAUDER
The Estée Lauder Companies - HR Partner, Retail - Maternity Cover
Permanent · London
HEAD OFFICE
Various CRM Roles Within John Lewis Financial Services
Permanent · LONDON
AUTUMNPAPER LIMITED
Alexander Mcqueen CRM Campaign Manager
Permanent · LONDON
BOOHOOMAN
CRM Assistant
Permanent · MANCHESTER
JOHN LEWIS
Loss Prevention Partner
Permanent · BRISTOL
JOHN LEWIS
Loss Prevention Partner
Permanent · EXETER
JOHN LEWIS
Loss Prevention Partner
Permanent ·
LRM GOODS
Marketing Manager
Permanent · GUILDFORD
VF INTERNATIONAL
dc Training Specialist
Permanent · COALVILLE
VF INTERNATIONAL
dc Team Leader
Permanent · COALVILLE
ESTEE LAUDER
Clinique - Consultant - John Lewis, Cambridge - 21 Hours - Part Time - Permanent
Permanent · Cambridge
ESTEE LAUDER
Clinique - Consultant - Boots, Horsham - 13 Hours - Part Time, Permanent
Permanent · Horsham
ESTEE LAUDER
Clinique - Consultant - Boots, Crawley - 13 Hours - Part Time, Permanent
Permanent · Crawley
Ads
Published
Apr 10, 2015
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

LIM College study reveals Millennials are not loyal to fashion brands

Published
Apr 10, 2015

The study entitled "Shopping Trends Among 18-25 Year-Olds" that was conducted by LIM College professors Robert Conrad and Kenneth M. Kambara reveals that Millennials are not loyal to fashion brands. In fact, 45% of the students surveyed said there is nothing a brand can do to retain their loyalty.

Located in midtown Manhattan, LIM College focuses exclusively on the study of business and fashion. The study surveyed 275 LIM College students enrolled in associate through master's-level fashion business programs and was conducted from March 2-9, 2015.

LIM College


Respondents were asked to evaluate the applicability of statements regarding why they may have abandoned what had been their brand of choice in 2013. The top responses were the availability of desirable new alternatives, the brand no longer fit their identity, a simple desire/need to change brands, and the brand was no longer unique.

When asked what their current favorite could do to remain the student's brand of choice, the top response of the overwhelming majority among the 55% indicating a willingness to stick with a brand was "develop innovative new products and services". The other top answers were improve design/style to reflect uniqueness, improve product quality, engage in causes, philanthropy, or endeavors that reflect the student's beliefs/values, and limit distribution to maintain the brand's exclusivity.

Professor Kambara explained that since there is a lack of product innovation it is up to the brand managers and retailers to fuel customers’ desire, and Professor Conrad pointed out how companies like J. Crew, Nike, and Barbour devote space to other brands to offer unique products.

Copyright © 2022 FashionNetwork.com All rights reserved.