1、APPAREL REPORTGenerations of Shoppers Ready for ChangeThe Gen Z shopper scrolling on their phone in store isnt avoiding human contacttheyre actually feeling overwhelmed and seeking guidance.The Millennial parent with a toddler in tow isnt rushing through their shopping triptheyre carefully evaluatin

2、g whether this brand aligns with their values and seeking meaningful store interactions.And that Gen X shopper isnt just hunting for dealstheyre evaluating whether this stores experience matches their expectations.The Boomer methodically browsing the racks isnt settling for basicstheyre hoping to fi

3、nd inspiration that retailers arent providing.2Welcome to the reality of todays retail,where generational shopping behaviors are defying long-held stereotypes.Our new research across 2,000+apparel shoppers in the United States reveals surprising insights that challenge how retailers think about and

4、serve different age groups.All respondents regularly make apparel purchases in the physical store(at least every 3 months or more often.)They also purchase apparel in-store from at least one of the brands below.This study was designed to represent a diverse cross-section of shoppers,balanced by age,

5、gender,race,region,and income.3Millennials:Working parents too busy to care about the storeGen Z:Carefree,digital dependents Gen X:Convenience and price-driven shoppersBoomers:Unengaged and bored big-box store shoppers Common Generational Myths4MYTH:Gen Z are carefree,digital dependents564%physical

6、storeDespite being digital natives,just as many Gen-Zers regularly make in-store purchases for apparel as they do online.66%onlinevs.Gen Z Myth:carefree,digital dependents6The physical store stresses and overwhelms Gen Z,more than older generations.Many dont think stores have evolved to meet their n