The fact that members of the millennial generation are the absolute rulers of the fashion world is, by now, a well-known one. However, the reasons behind this need to always be on top of the style game are still left for exploration and examination. This is precisely the question that we’ll be answering today. In a world where the vast majority of Baby Boomers are investing in health care and services, Gen X members in personal insurance and pensions, we’ll try to unveil the secret behind millennials’ preference to place apparel near the top of their list.

The pursuit of uniqueness

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For millennials, there are very few things that can trump originality and authenticity, and fashion is one of the most evident, conspicuous manners in which to express oneself. With each new garment, each new outfit they’re telling the world who and how creative they are. This crave for authenticity has actually fostered quite a few changes in the fashion industry, the death of the logo being just one of them.

Yes, in order to cater to the needs of this generation, whose vast majority refuses to play the part of a walking advertisement, numerous companies have been forced to change and minimize their logos – case in point Abercrombie and Fitch who have removed the logo from their sweatshirts and tops altogether as well as Michael Kors who is one among many that have been forced to modify their designs aside from offering goods at a discounted price due to a dip in sales.

Easy access and value for money

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In the ‘olden days’ in order to shop, one would have to leave the house and browse numerous stores. Times have changed and now everyone can shop safely, especially the tech-savvy millennials who know everything there is to know about the world of online shopping. This again has had a huge impact on the way brands do business these days.

From cosmetics to apparel, brands are bending over backwards to connect with audiences, particularly through such platforms as Instagram, on which they showcase their latest products, not only directly, but through the endorsement of fashion bloggers as well as supermodels a lot of the times. More than that, knowing their target audience appreciates good value for money, the internet is also the place where brands give discounts and shopping deals.

Of course, online shopping also comes with the perk of checking in with peers and finding out whether a website is trustworthy and the goods worth the money; this generation is often accused of reckless spending, but this couldn’t be further from the truth as most millennials research and evaluate items to a great extent before purchasing. Finally, there is the sheer convenience of it – you don’t have to travel across the country (or the ocean) to get to your desired item.

This is particularly convenient for such countries as Australia, where online shopping has become a real lifesaver because, due to huge distances, physical shopping for most items would be a drag. So now, when amazing over shoulder bags are what one’s craving, a simple click of a few buttons will make them yours. With the ability to get to desired items without so much as a walk, and more often than not at a discounted price, what is there not to love about online shopping?

The future is green

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While the fact that millennials appreciate good value for money, there are certain items they are definitely willing to spend extra on – sustainable offerings, at least according to a recent Nielsen global online study.  In terms of fashion, this means that most members of this generation will not shy away from splurging on items that are eco-friendly, made from durable and sustainable materials and manufactured by brands that foster fair trade and ethical practices. Although not exactly famous for brand loyalty (millennials will switch stores as soon as they get a better offer from another retailer), the study goes to show that they will stick with a brand if the brand in question ‘establishes a reputation for environmental stewardship’.

There is more than one reason for which fashion has become an essential component of a millennial’s persona, as we were able to depict here. Yes, they may be demanding and perhaps they have turned the world of fashion upside down, but mostly in a good way. After all, couldn’t we all stand to be a bit more unique, a lot more practical and whole lot more green?