Female Millennials Cite Sharing Experiences, Learning & Knowledge as Top Drivers When Choosing Apparel Retailers

Forever 21, H&M, Urban Outfitters, and Express lead among apparel retailers; Aldo, Steve Madden, Journeys, and DSW top shoe retailers according to new data from Resonate

November 05, 2014 08:00 AM Eastern Standard Time

NEW YORK — (BUSINESS WIRE) — Resonate, the only company that empowers brand marketers to act on why people make decisions, today revealed key motivations and values of female millennials. In a survey of over 42,000, female millennials reported that they are 35% more likely to value sharing experiences and 17% more likely to value learning & knowledge in their daily lives.

“In such a competitive marketplace, retail brands must speak to the deep values and motivations of their customers to win”

The apparel industry must understand and speak to these motivations in order to engage the projected 30.3M female millennials in the U.S. who make retail purchases. This coveted group of consumers is also more likely to choose products that are family-friendly and fun or exciting. Forever 21, H&M, Urban Outfitters, and Express topped the list of preferred clothing retailers. Aldo, Steve Madden, Journeys, and DSW led for shoe retailers.

“In such a competitive marketplace, retail brands must speak to the deep values and motivations of their customers to win,” said Bryan Gernert, Resonate CEO. “Understanding what drives one of the most sought after consumer audiences – female millennials – will determine which retail brands come out on top this holiday season.”

Female millennials’ tendency to share extends through to social media behavior and platforms, where they are 79% more likely to be heavy social media users. They are 146% more likely to use Snapchat, 119% more likely to use Instagram and 99% more likely to use Pinterest. Additionally, 46% download retailer apps and 57% follow retailers on social media to optimize discounts and sales.

The Resonate platform encompasses over 4,500 demographic, psychographic, motivational, behavioral and appended attributes that are available for audience segmentation and real-time analysis. Retail-specific information includes retailer and apparel orientation, department and specialty stores, product attributes, luxury and affordability, mass merchandisers and warehouses, online and mail order, home improvement, electronics, pharmaceuticals, jewelry, male and female specific purchases, children’s retail, shoes, outdoor and athletics, and personal values.

To learn more about the retail preferences of female millennials, please visit: https://blog.resonateinsights.com/understanding-the-high-value-millennial-holiday-shopper/

About Resonate:

Resonate is the only company to empower brand, political and cause marketers to identify and engage with audiences based on the reasons behind people’s actions. Combining the latest big data technologies with proven research and analytic techniques, Resonate powers motivations-based targeting and analytics across all digital media channels. The ability to deliver advertising based on an individual’s social and personal values and product purchase preferences, goes beyond simple demographics to achieve greater engagement, campaign results and customer insight. For more information visit https://www.resonateinsights.com.


Brett Spiegel, 212-205-2154

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