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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
Approach and Methodology
Mini Group Discussion
5 Respondents
2 Hours
At a central location
Sample Size: 24 MGDs
Market: Kolkata, Delhi, Mumbai, Coimbatore & Jalandhar
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
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.
How the World Cup Impacts Media Habits and Online Retail Behavior
Focused on the interplay of online shopping and changing media habits, especially during the World Cup. The findings offer guidance on aligning brand messaging with peak media moments and lifestyle-driven retail behavior, and event-driven engagement and oppurtunities.