How can we build stores that are attractive to younger customers? What will be the new frontiers of retailing tomorrow? We surveyed a range of the Millennials generation.
“I would love to pay €50 a month at Apple and have a new computer every 3 years,” says Nina, (33), in Paris. Mia, (24) lives in Copenhagen. “I buy jeans for €60 at Dr. Denim. I would like to return my old jeans to the same store and claim a discount on the new pair I’m buying from them.”
We met the so-called “Millennials”, born between 1982 and 1996, who are now starting their careers. For many of them, “Less is more”. High-end brands and quality appeal most. They reject the pressure to...
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