Brand Loyalty Turns Over a New Leaf with Millennial Labels
Buyers are striving for a meaningful connection with the products they purchase
You may have not noticed it yet, but there is an inconspicuous shift in our spending habits. The departmental store has somehow managed to get past the friendly shopping experience to a zone where we find ourselves lost between unending rows of cheaply produced fast fashion. It just so happens, that the allure of a product does not lie in its packaging any longer. Shoppers these days, pick products that they can trust from brands that can establish a connection with their ideologies.
I remember the time when our personality resonated with the brands we leaned towards. And then, as is always with fashion, trends changed and brands no longer created identities. It went to the point where fashion came on the verge of going anti-label. But all of this is neatly put behind the years that have gone by, and we are now amidst a new fashion revolution. Social media has helped brands reinforce their presence by capturing the attention of the shoppers and strengthening their personal connect through customer engagement. Using Instagram to tag your favorite brands is the perfect example of creating a lifestyle and telling the story really well across multiple platforms.
In this age, customers are empowered with technology and multiple options. This means, that they are now in a position to make informed decisions regarding their fashion purchases. When they step out in their latest purchase, they want to be able to tell people about the story behind it. Things that made it special; for example: what it stands for, the designer behind it, how it was made, and the type of person it represents. These are the things that matter now. It is not just about splurging on pieces anymore, but about having them identify with what you stand for. Several labels have made Eco-friendly clothing cool by way of instantly recognisable aesthetic ~ where much of the sustainable fashion industry has failed. And the one thing that sets these labels apart, is their ability to build a connection with their buyers so that shoppers can be converted into loyal customers.
Recent research shows that the industry of luxury goods is anticipated to grow by merely 2 percent next year {based on the deteriorating sales numbers in 2016}. At the same time, the study puts millennials in a stronger position when it comes to potential buyers. So to say, the ones who form a larger group of buyers are currently shoppers who prefer establishing a bond with the labels or brands so that they can connect with the products they buy. Where then does that leave the big fashion houses and beauty conglomerates?
Established fashion houses will need a strategy that is more than their rosters of prestigious names to keep up; connecting with and listening to the customer will become incredibly important for their success. Shoppers today have reinvented the way we look at luxury. It stands for convenience and simplicity, making fashion more accessible for its buyers. But many traditional fashion houses have made their way up the ladder of success by detaching themselves from their customers; they sort of base their value on how inaccessible they are. This is probably one of the reasons why it is difficult for them to completely comprehend the current shift in the buying habits where shoppers are proud to be a part of a brand’s development.
That’s why I totally like the new generation of brands ~ they believe in standing up for something beyond the products. And, I feel that when a company is driven by a purpose that rises above their actual business, then customers are bound to notice and respond.
Feel free to share your thoughts in the comments section below. 🙂
This is a brilliant and eye opening read! You are definitely showing us how to succeed as a modern woman without conforming in any way… I love that! ❤️
I’m overjoyed at your sweet words, Nagalakshmi. Thank you!
You have the most mesmerising way of writing, Tanya! Maybe someday my blog will be 1/4 th of what yours has become in terms of originality and authenticity! Keep inspiring. ✨✨✨
Thank you very much for your kind thoughts, Sunaina.
Love your words ~ your creative thoughts know no bounds. ❤️ I love your overall take on Millennial loyalty.
Thank you so much, Sharmi!
Interesting thoughts… This is a great nuanced understanding of millennial power and modernity. Thank you for sharing.
My pleasure, Gautami. So happy you liked it!
Love your work, as always. 🙂 It’s easy for smaller brands to grow and grab their customer base to begin with, but once you’ve hit your niche, where do you go? For bigger companies, growing your customer base is difficult because you can’t connect to everyone.
Thank you for sharing, Utkarsh.
Everything about your blog is beautiful! Luxury today means simplicity and convenience. It should be accessible to everyone.
Thank you for resonating with this, Apoorva.
I need to thank you for this fantastic read! I definitely loved every little bit of it! I think that traditional luxury brands are very far removed from their customer; they sort of base their value on how inaccessible they are.
*I’ve got you bookmarked to check out new things you post! 🙂
Glad to hear this, Aruna. Thank you very much indeed!
Love the format of this post! You, of course, write fabulously, but that goes without saying! I’d like to add that by having a story you feel as though you are part of the brand’s narrative… and that’s when the product becomes more than just a product. xx
Absolutely right you are, Sudhanshu!
What beautiful work you have accomplished this year, Tanya! Love this share. And in my opinion, when there’s a second level of purpose baked into what a brand’s doing, I think that’s the coolest thing. Have a great weekend!
Thank you, Monica. I couldn’t agree more.
Simply beautiful blog! The neat thing about this new generation of brands is that they all stand for something larger than products. 🙂
Thank you for sharing, Sangita. I echo your sentiment.
I see something really special in the way you write, Tanya. Would love to know how you got your words to come together like this! xx
Glad to hear it, Ashok. Practice makes perfect!
I feel like I learn so much about so many interesting subjects through your blogs, Tanya. I especially love the cut and structure behind your thoughts. So cool that you got to see everything come together! ✨
Thank you for your heartfelt wishes and appreciation, Rafiath! Truly treasured.
Amazing post, Tanya! As a tried and true Millennial, it’s been an interesting ride to listen in as the other generations pick us apart to tell us who we are and what we should be like.
On a side note, I truly enjoy reading your blogs and I look forward to your new updates. xoxo
Thank you for resonating with this and your sweet appreciation, Samaresh.
Love this post! I am fascinated by the way each generation is fuelled by how they grow up and what affects their buying decisions… Thank you for sharing.
My pleasure, Sumita! Thank you for sparing your time and reading this.
Great post! All in all, it’s important to note that Millenials are not necessarily buying wrong, but they are buying different. 🙂
Thank you for sharing, Devi.
Going above and beyond to provide this generation the information they seek is what ultimately builds loyalty. 🙂 You’re an absolute force in the industry ~ never lose your voice, Tanya!
Aw ~ thank you, Palagummi. This means so much to me!
Great blog design and amazing posts! Love your writing and the beautiful energy it exudes… I really would like to meet you one of these days, Tanya. 🙂
You overwhelm me, dear Faiyaz! The pleasure of meeting you will be mine.
Great read! I’d like to share that research shows that millennials tend to approach the overall shopping experience with a digitally-driven mindset. They research information online more than any other generation!
Thank you for sharing, Ranjit.
All of your posts are so informative! You never get it wrong! xoxo
From what I understand, when millennials make purchase decisions, they value authenticity, and make decisions based on the way they perceive brands to impact their quality of life.
Precisely Harun.
Such an informative post! As cool as your blog posts are, I think you are one of the few bloggers that I could actually see myself visiting/reading over and over again ~ for the sheer joy of it!
Thank you very much for your kind thoughts, Nikita!
It’s so refreshing to read your blogs because so many others’ seem so commercial and less personal. 🙂 In any case, I think that millennials will only interact with brands that are open and transparent, and stand for more than their bottom line.
I so value your sentiments, Arundhathi. Thank you!
I absolutely agree.
What a unique post. Love it! ❤️ I’ve developed a fondness for your written work ever since I started following your Instagram page, Tanya. I love your simplicity and authenticity!
I’m overwhelmed, dear Varsha, for you heartfelt wonderful words for me!
So on point! As the Millennial Generation continues to penetrate the consumer market, brands will need to evolve their labels to meet design trends and capture their interest, in order to remain competitive in this industry.
Thank you for sharing, Tishani.
I love this share! It’s so true that businesses have become all too quick to market to Gen Z, with the emerging buyers continuing to dominate headlines!
Thank you so much, Meena.
Your writing is gorgeous, Tanya! Millennials can indeed be loyal, but their version of loyalty is certainly different than most.
Always a delight to have your appreciation, Jayanta.
Wonderfully informative blog! I think that this experience-driven mentality extends into nearly every industry. Brands must offer unique experiences to set themselves apart from the competition.
I agree, Mitula.
A very cool and collective thoughts post … as always, love ❤️ it! 🙂 By the way, brands can be doing so many things to offer nontraditional experiences to a nontraditional generation – right?
Absolutely right you are, Balkrishna. Thank you!
Cheers to you, Tanya, for the lovely insight! We certainly live in an age defined by instant gratification, with everything available at our fingertips!
Right?! 🙂
It’s nice seeing blogs that not only challenge mindsets, but also offer arguments that I can agree with… makes things interesting. 🙂 Thank you for sharing.
Thank you for stopping by and sparing your time to read this, Madhusudan.
Tanya, your writing is simply the best! 🙂 In my opinion, becoming experience-oriented and using technology to efficiently cater to millennial shoppers is imperative for retailers.
So sweet of you, Shifali! Thank you for sharing.
Lovely read. I find it rather interesting that Gen Z and young millennials are neutral when choosing between name brands and private labels. 🙂
Thank you, Ruchi. So glad you enjoyed it!
Your blogs make for a refreshing read! 🙂 On that note, I think that brands today are at a crossroad with the shifting loyalty of Gen Z and young millennials, requiring a fresh approach to engaging this next generation of buyers!
Thank you for reading through and sharing your thoughts, Leenna.
Tanya, you have highlighted the value of the consumer-product bond so warmly, that is what makes for such an interesting read! This blog has been transformed with your creativity thinking… 🙂
Thank you for these kind words, Arunita. They’re highly valued!