How To Attract The Un-Loyal Generation of Shoppers

I’m a 23 year old female consumer and I’m most definitely not loyal.  Disregard any Chris Brown lyrics that jump into your head, I’m referencing the loyalty a retail brand fantasizes about creating with me… and my generation.

Whether you consider yourself a fashionista or not, shopping is unavoidable.  I, personally do share a love of fashion, styling and trends–making my purchases high stakes for fashion brands who want me to not only buy but also promote their brands. Its a world of competition and free publicity with the everlasting rise of social media “influencers” who are providing brands instant spikes in sales by a single Instagram post. Yet, somehow, in the midst of all my shopping, searching and decision making, I never seem to buy from the same store twice.

I am definitely a fan of major retailers who seem to consistently provide an assortment of merchandise that I can identify as my “style.” But more times than most, I find myself ignoring those retailers and setting my sights on millions of searches to find something “different” and something that won’t bore me after I wear it once.

I like to call this phenomenon: “the next generation character crisis.” To put it simply, we millennials love to change who we are, what we want to be and how we live so often that we resemble gamers dressing up Sims characters.