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bridalpearlnecklace-blog · 7 years

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( Jckonline.com ) - The Cassandra Report, which studies emerging trends, estimates of a particular generation, and the behavior of young people, has released its annual report on the study of purchasing behavior of the Cassandra Report: a SHOP study that offers a number of new perspectives supported by data on how Adolescents and young people from twenty to thirty years old like to shop.

Emily Anatole, deputy director for information analysis at Cassandra, told JCK that one of the biggest discoveries made on the basis of recent results was that young consumers needed not just brands and quality of service that look great, As many retailers suggest in an age of eye-catching photos at Instagram.

They also "crave for such impressions of purchases that will allow them to feel belonging to the community," she says. "Modern youth does not just turn to brands to look at goods and buy, they need brands that create ownership."

This is positive news for real stores. "Young people view brands as assistants, platforms and places to communicate with like-minded people," says Anatole. "As a result, many of the retailers that are responding to this now - and paving the way for the future - are those who have real stores that operate More as centers of social life or centers for social activities. "

From among retailers as brands that communicate with young consumers through real stores, Anatole leads the brand of clothing for outdoor activities Kit and Ace, in stores which have excellent clubs, and Hub Seventeen - the first special place in the residential area / store Lululemon in the area Flatiron in the city of New York. "In this place there are always not only yoga and fitness sections, but also art and lifestyle programs, including Gathering, regular monthly dinners with local chefs and restaurants," she says.

The desire to feel commonality "encourages them to visit real shops," Anatol explains. "Although there is nothing easier now than buying something online, they still try to visit retail stores in person, because it allows them to feel more connected with the community, especially when brands actively stimulate them with their own environment And events ".

The SHOP Report, the full publication of which is available exclusively to clients of the consulting firm (JCK received separate data), is based on actual data received in the field from June 23 to June 30, 2016 and is "a representative sample throughout the country, including 1,000 US adults And 1,000 UK adults between the ages of 14 and 34, "as well as 300" trendsetters "aged between 14 and 34, the company said.

Some interesting results and statistics of this study:

• Almost half of respondents (46 percent) like to visit stores, even if they do not plan to buy anything.

• Almost four out of 10 respondents in the United States (38 percent) say that when they buy in a store, they feel more part of the community than they do when shopping online. • Forty-three percent of respondents in the US say they want more special places in stores where they can just spend time and relax.

• Traditional shopping centers are an unpopular decision: 64 percent of the total number of respondents say that shopping centers are difficult to find everything they need, and 62 percent say that shopping in stores is more difficult than buying online.

• Forty-three percent of adolescents interviewed say that they like it when brands offer goods in special packs that are produced in limited quantities, while 30 percent would like to see special series of goods in limited edition stores.

• Teenagers also like when there are kiosks with food and drink or a cafe (44 percent), special places where you can spend time and relax (42 percent), virtual mirrors (40 percent) and places where virtual reality is created (28 percent) Percent).

• US youth is divided into those who prefer to make purchases in real stores (51 percent) and those who like to buy online (49 percent).

• Generation Z likes shops more than generation Y: Y generates almost half of the shares (52 percent online, 48 percent in the store) according to the way purchases are made, and the Z generation clearly prefers to buy in real stores (60 percent prefer real stores, 41 percent Prefers to buy online).

• Generation Z is probably much more likely than generation Y to look for stores that provide such opportunities / achievements as food and drink kiosks or cafes (44 percent of the generation Z versus 35 percent of the generation Y), special places where you can (42 percent versus 29 percent), the availability of sellers in the hall, accepting payment, instead of waiting in line for cash (37 percent versus 28 percent), virtual mirrors (40 percent versus 27 percent), the ability to receive on demand products, Made with pom 3D-print (25 percent versus 19 percent), virtual reality (28 percent versus 17 percent).

• Adolescents consider shops more than just generation Y to be more than just the places where they buy things (36 percent versus 25 percent).

• Generation Z is likely to want more advice and advice from brands than Generation Y, and most likely want brands to be available around the clock 7 days a week (41 percent vs. 34 percent) How to use / carry goods (41 percent versus 31 percent), gave advice, provided help and gave useful advice (39 percent versus 29 percent), and communicated with them personally (33 percent versus 22 percent).

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