Save or Share this Report

For eBusiness & Channel Strategy Professionals

Profiling US Gen Y Online Apparel Buyers

January 15, 2010

Primary author headshot

Authors

  • By Patti Freeman Evans
  • with Cristina Bugnaru,
  • Brendan McGowan

Why Read This Report

Gen Y online apparel buyers represent 21% of all online apparel buyers, being the second-largest group after Gen X. Seventy-four percent of Gen Y online apparel buyers are female and live in households with an average annual income of more than $96,000. Members of this age group are more financially optimistic than the average online apparel buyers, but they are just as motivated by deals for repeat purchases as are other buyers. Gen Y online apparel buyers are heavy users of visual tools, consumer-generated product reviews and ratings, and multichannel features. Additionally, more Gen Y apparel buyers actively interact with retailers than any other age group. Online retailers that focus on the Gen Y demographic need to enhance their online visual features, enable a peer-to-peer dialogue, and leverage their multichannel capabilities.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Table of Contents

  • Most Gen Y Online Apparel Buyers Represent A Wealthy Female Demographic
  • Gen Y Online Apparel Buyers Are Heavy Consumers Of Web Site Content
  • RECOMMENDATIONS

  • Focus On Gen-Y-Specific Web Site Features And Content
  • Supplemental Material
  • Related Research Documents