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

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. //