There’s a reason market executives are so obsessed with millennials: They are the greatest generation living today. Estimates by Goldman Sachs analysts put the number at between 90 and 92 million, and this represents an opportunity for both SMEs and large business empires.

The only problem with millennials is their extremely unpredictable behavior, which is arguably a reflection of the abrupt economic changes brought about by the advent of revolutionary technologies like computers and the Internet. So it makes sense to try to tap into this market segment by finding out what drives them. Let’s try to find out what this highly elusive generation really wants when it comes to style and fashion.

Millennials don’t like exaggerated designs

Exaggerated, wacky designs were a fixture of the ’80s era, when movies like Rambo and Ghostbusters dominated theaters. A much simpler approach to fashion has been taken since the late ’90s. Classic hits like Pulp Fiction, The Silence of the Lambs, and The Shawshank Redemption have redefined fashion to emphasize comfortable wear, non-itchy clothing labels , such as damask or satin woven neck labels, the durability and simplicity of super soft or tagless clothing heat seal clothing. printed glossy labels.

Millennials are obsessed with social media

In the age of Facebook, Instagram, Pinterest; Social media allows millennials to keep track of the latest fashion trends and build their own unique identity around their newly acquired online tastes. It is quite common to find young people subscribing to and discussing their favorite brands online. Fashion has always been social. The definition of “social” has been around for centuries and now the expansion is truly visible. Millennials don’t ask their friends for their opinion on what to wear or where to buy. They read fashion blogs and sift through photos on Pinterest. Who wears what… The most influential brands, fashion role models and fashion activists have launched marketing campaigns with powerful messages.

An example would be Gucci’s Instagram content, which is currently among the most discussed fashion-related topics on the internet. Millennials want to strike a healthy balance between being unique and being part of the crowd.

The DIY trend: if you can do it, so can I

We found that millennials like to poke their noses into all industries. Your preference to take matters into your own hands interferes with virtually every facet of life. They want to repair their own computers, air conditioners and even create their own businesses; create fashion brand clothes.

Crowd platforms like Kickstarter and Indiegogo allow millennials to become their own bosses – call them entrepreneurs-for-hire, which befits the slogan ‘for the people, by the people’.

Ignoring the popular labels of the past

Millennials are well aware of what used to be popular with the “crowd” of generations past. And their growing resentment towards this has repelled them in the opposite direction. We think this could be the main reason why young people have opted to jump on the Dollar Shave Club bandwagon in a rampant abandonment of more popular brands like Gillette and Harry’s.

Millennials can be identified as a mixed bag of independent entrepreneurs who sometimes, just sometimes, borrow from the past if only to pay homage to it.

Millennials are socially conscious shoppers

Millennials worry about problems such as the environment, poverty, war and child labour. As such, they are on the lookout for companies that are actively involved in advocacy projects to empower poor communities by creating opportunities. The ability to make a difference while standing out from the crowd is what drives millennials to think outside the box. “What else does your brand bring to the table?” “What advocacy groups is your brand a part of?“