What experiences do Millennials and Gen Z demand?

[nusratjahan]

The new research conducted by MAFED , the Master in Fashion, Experience & Design Management at SDA Bocconi , and promoted by Salesforce , in collaboration with the National Chamber of Italian Fashion, has highlighted the key factors for engaging the new Millennial and Gen Z generations . The new generations demand personalized experiences and greater engagement .


The students administered a questionnaire to hundreds of Millennials and Gen Zers around the world and, in parallel, interviewed about fifteen company managers to gain a deeper understanding of their actions and strategies. Although conducted before the Covid-19 emergency, the research highlights some key trends that are even more robust and robust in this restart phase, highlighting how the key word that emerges is engagement .

Successful brands are those that target product categories shop that are part of the daily lives of young people. Collaborations aimed at broadening the brand's reach and giving it the opportunity to foray into different product categories and price points play a key role in this regard. This approach doesn't dilute the brand's image, but rather strengthens it by making it a brand people can identify with, a brand that cares about the customer.

Another key word that emerged during the survey was experience: the new generations demand a unique experience that luxury brands offer them, completely different from the standard fast fashion experience . Working to make stores more inclusive and training the sales force to make everyone feel welcome is becoming a priority, especially now that companies are struggling to generate traffic in-store . If brands want people to return to their stores, they must offer unique experiences.

But the new generations aren't stopping there; they're also paying close attention to sustainability. They expect luxury brands to care about the planet through a constant commitment to reducing all practices that have a negative impact within the production cycle.

These are just some of the most important themes that emerged from the research by Salesforce and SDA Bocconi entitled “ How to engage the customer of tomorrow ” . To view the complete study and further insights, please refer to the complete research .