Profiling US Gen Y Online Apparel Buyers

January 15th, 2010

Patti Freeman Evans

With contributors:

Cristina Bugnaru , Brendan McGowan

Summary

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.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.