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Trendsetters Online: Gen Z and Millennials' E-Commerce Fashion Journey
Research Objectives
Unravelling consumer usage and attitude towards the online shopping category - Key needs, expectations driving consumer choices/behaviour today.
Deconstructing the client’s brand journey, experience and consumer-brand relationship today.
Evaluating client’s brand vis-à-vis competition on key metrics and identifying opportunity areas for the brand
Target Group
Gender : Males and Females = 40:60
Gen Z –
Age - 18-25 years; NCCS AB
Students, Early jobbers
Experimentative, Fashion and Trend forward
Millennial –
Age - 26 – 35 years; NCCS AB
Corporates and working professionals
Well-travelled, well read
Fashion and Trend forward
Approach and Methodology
Mini Group Discussion
5 Respondents
2 Hours
At a central location
Sample Size: 24 MGDs
Market: Kolkata, Delhi, Mumbai, Coimbatore & Jalandhar
Usership
Shopped for fashion apparels, Beauty (includes personal care) and/or footwear online in the past 3 months.
Shops for fashion and footwear online and is always on a lookout; comfortable with online shopping.
Mix shopper of Myntra, Flipkart, Amazon, Ajio & Tata Cliq and H&M.com, Levis.com, Mango.com, Zara.com, etc.
Mix shopper of ethnic vs western in fashion and footwear.
