Notes: Millennials are a large and diverse group, so it shouldn’t come as a surprise that they don’t always have homogenous approaches to fashion. In fact it may be more surprising that their views aren’t even more disparate when sorting them into smaller age groups. According to a new GfK analysis, younger women (20-24) are far more likely than older Millennials (25-37) to be loyal to only a few fashion brands and to be fashion category influencers. As expected, the younger set is also more apt to follow fashion brands on social media, but the older crowd emerges as more likely to rate or review products and services on social.
About the Data: The results are based on a GfK analysis of its Survey of the American Consumer study, which is derived from continuous interviews with roughly 25,000 US adults each year.