They want it to be premium, but also sustainable – expectations of the youngest generation

By: Barok Eszter Date: 2024. 12. 11. 11:22

GlobalData’s latest report, “Demographics in Retail and Apparel” – which drew conclusions from the responses of more than 6,000 young people in Germany, France, Spain, Italy, China and the US in autumn 2024 – highlights that younger generations, especially Generation Alpha, have different expectations than older generations, particularly in the areas of clothing, health and beauty.

This article is available for reading in Trade magazin 2024/11

Second-hand products are more and more popular

“One of the key trends in the shopping habits of younger consumers is the growing popularity of second-hand goods, especially in clothing, but also in higher value purchases such as furniture and electronics. Sustainability is the second most important consideration when buying second-hand clothing and footwear, just behind price”, told GlobalData analyst Oliver Maddison. Many retailers, including the premium sector, have developed their own second-hand offerings to meet sustainability requirements.

Premium brands, personalised experience

Younger consumers first meet brands in the online space, mainly through social media, and expect a fully personalised shopping experience. This is why the prefer premium retailers, especially with personal type products such as clothing and beauty. The report also highlights the “Sephora Kid” phenomenon: premium beauty products becoming increasingly popular among consumers younger than 14 years, mainly through influencer marketing. Price remains a key factor in shopping decisions and this can be seen from the success of Temu and Shein, too. //