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How H&M’s Lesser-Known Brand, & Other Stories, Got to Be So Good

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One brand, three cities, and an impressive roster of designer and celebrity collaborations.

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Millennials: Love them, hate them or maybe - like 30 percent of Canada's population - you are one. Either way, this global generation of tech-savvy young adults born between 1982 and 2004 has a huge amount of purchasing power and is made up of brand-loyal, mobile consumers that eschew traditional advertising and opt for social engagement instead. In a study of 1,300 millennials, found that 33 percent of those who responded said they rely mostly on blogs to help them decide what to buy, while fewer than three percent look to TV news, magazines and books.

Millennials also love Canada. In a recent worldwide survey of 18- to 35-year-olds by U.S. News in collaboration with BAV and Wharton, Canada was voted Best Country thanks to high employment and homeownership rates as well as friendly citizenship and business practices. With a combined estimated income of $237 billion, Canadian millennials have the purchasing power to be major consumers. How do you harness that spending power? Start with these five tips for engaging a tech-savvy generation.

Get mobile.

Canadian millennials are glued to their mobile devices. According to Google, they check their phone ten times an hour on average, so mobile optimization is essential. Millennials research and purchase online, so be sure to make your website easy to navigate on a mobile device. If you create an online store with Square, it's automatically mobile-ready.

This mobile generation is made up of heavy social media users (88 percent have some type of profile according to Google), and this is how most millennials find and discover new products. Fifty-five percent of millennials surveyed recently cited social media as their primary source for shopping, news and information. For these reasons social media marketing should be a cornerstone of your overall marketing strategy. This approach has long-term benefits as well - 62 percent of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer.

Create a seamless online/offline shopping experience.

Millennials are known to take part in "showrooming" - visiting stores to see products in person that they then research and buy online for less. Thanks to the rise in smartphones, consumers can now look up prices online as they shop, so make sure everything in your brick-and-mortar store is also represented on your e-commerce site. And consider charging slightly less online to lock in their business.

Enlist experts and tastemakers to build your online reputation.

Millennials look to experts and real consumer reviews to help them decide what to buy, so consider working with social influencers to promote your brand or product. Studies have found that millennials trust the opinions of strangers such as bloggers whose taste and knowledge they admire over brands (and even their friends) when it comes to making purchasing decisions.

Offer a loyalty program.

Loyalty or rewards programs are also big with millennials. According to data released by Bond Brand Loyalty, 68 percent of North American 20- to 34-year-olds said they would change where they shopped if it meant getting more rewards. And one-third reported buying something they didn't necessarily want, just to earn loyalty bonuses. Programs that offer free shipping may be particularly effective. Most of the millennials surveyed in a recent report by LoyaltyOne said they value free shipping as a loyalty program benefit.

Marketing to millennials involves being both tech and brand savvy. If you engage online in an authentic fashion and enlist the help of influencers, you'll likely be rewarded with a generation of loyal customers who are willing to gush about your business to their peers. Good luck!

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Five Millennial Shopping Trends to Consider for Your Business

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Millennials: Love them, hate them or maybe - like 30 percent of Canada's population - you are one. Either way, this global generation of tech-savvy young adults born between 1982 and 2004 has a huge amount of purchasing power and is made up of brand-loyal, mobile consumers that eschew traditional advertising and opt for social engagement instead.

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Millennials (those born 1983-1998) are the third largest living generation in the US by population and form the largest part of the labor force. As younger millennials enter the workforce and older millennials progress in their careers, this generation's income and spending will only increase. It's no surprise retailers and brands continue to refine their strategies to capture spending by the millennial cohort.

At Prosper, we regularly survey thousands of consumers on shopping behavior and preferences. In this article, we review June data, to see how millennials' online shopping preferences and behaviors differ from older age groups.

Each quarter, we ask consumers what's important to them when shopping online, and our latest data shows free shipping and low prices are actually less important for millennials than they are for older age groups. Instead, millennials are more likely than their older peers to prioritize convenience:

On pick up or return at store (which includes BOPIS - buy online, pick up in store), millennial preferences are very close to the average, with six in 10 saying it is important to them.

On several factors, including low prices, free shipping and flexible returns, millennials are marginally less likely than the average consumer to say they are important when shopping online.

The big distinction is in same-day delivery: millennials are significantly more likely to say it is an important factor: Around 45% of millennials say same-day delivery is important. This underscores this generation's demand for convenience online.

When we compare across different generations, we see:

The importance of free shipping tends to increase with age: 90% of baby boomers say this is an important factor compared to just under 83% of millennials. We see a similar trend for flexible returns policies.

Low prices tend to be rated more important among older shoppers, too, though the trend is less steep than for free shipping or flexible returns.

Millennials are often characterized as frugal shoppers, for whom getting a deal is important. However, as we show in the table below, our data suggests substantial demand for immediacy and convenience among younger shoppers and a lower demand for saving money on product price or shipping than among older groups.

Deborah Weinswig, CEO and Founder of research and advisory firm Coresight Research, says, "Free delivery and competitive pricing are table stakes for retailers, but almost half of millennials rank same-day delivery as important when shopping online. We think this underscores that younger consumers are less likely to view e-commerce as a commodity-focused, price-driven counterpart to store-based retail. It points to a channel-agnostic attitude from digital natives: They expect similar immediacy from the online channel as they get from buying in stores."

Our June survey also confirms that millennials are much more likely than the average consumer to research purchases online before buying in store - from electronics to apparel to groceries. As we show below, among millennial cross-channel shoppers (those who research online and buy offline), some 40% had researched apparel online before buying in store in the past 90 days, and, even for the everyday grocery category, this figure was as high as 22%.

Deborah Weinswig comments, "This data confirms the importance of online research to millennial consumers, even when the final purchase is made in a store. And that further confirms the channel-agnostic view of younger consumers: online, offline - the distinctions are irrelevant to these shoppers."

And, where do millennials go first when they research purchases online? Perhaps unsurprisingly, Amazon is the most popular first stop. However, millennials are much more likely than consumers on average to begin their shopping research on Google. In fact, Google and Amazon are almost neck and neck as initial research destinations for millennials, with around one-third of this generation saying that each of these is their first stop for online product research, suggesting that younger consumers may be more conscious of limiting their options if they start their search on a retailer's own website.

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What Millennials Want When They Shop Online

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Millennials (those born 1983-1998) are the third largest living generation in the US by population and form the largest part of the labor force. As younger millennials enter the workforce and older millennials progress in their careers, this generation's income and spending will only increase.

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How brands are reacting with the pandemic and towards their customers 

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How brands are reacting with the pandemic and towards their customers 

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Economic Optimism

Millennials are conscientious of saving,with 45% of US Millennials possessing a retirement account, and 36% contributing to it – 3% more than Gen Xers. Despite the fear looming, and their late start to
financial independence, Millennials are more positive about their future financial success, with 78% feeling optimistic their status will improve over the next five years.

Economic Fear

After university, Millennials entered a volatile job market with crippling student debt – an average of US$29,800 in 2018. Their economic prospects have not improved with age. While Gen X saw a 30% income spike between ages 30 and 34, Millennials saw their income drop 4% at the same life stage. According to Deloitte, the average net worth for those under 35 has tanked 35% since 1996, due to a rise in costs such as student debts, which has soared 160% since 2004.

As a result, Millennials have taken longer to reach adult economic milestones such as buying a home, earning them catchy titles like "Generation Rent". Some Millennials remain anxious about past financial hurdles as well as future developments.

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Mobile advertising has seen a surge over the past few years with sponsored advertisement appearing over multiple social platforms. Being a fairly new concept, it has seen to be used by more brands. they are engaging with this type of marketing tool and with the decrease and ease of technology, this trend has been increasingly popular.

A huge advantage of this type of advertising and a lot of other forms of social media post advertising is that it is very subtle for the consumer; integrating into the consumers normal timeline, the adverts are scrolled passed the same way they do with the pages they follow.

This is great for the targetted Generation Y - they aren't drawn in by marketing efforts that are forced, subtle adverts are more likely to catch the consumers attention and something they can decide to engage with on their terms, and with much ease.

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Ensuring a coherent advertising campaign with similar visuals throughout

placing advertising on appropriate digital and printed media

creating repeat advertisement for both prior and post launch

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68% of millennials demand the convenience of omnichannel accessibility during their shopping journey. (Accenture)

68% of millennials demand an integrated, seamless shopping experience regardless of the channel. (Accenture)

90% of millennials research product reviews online before making a purchase. (Synchrony)

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Millennials are twice as likely as other generations to turn to social (instead of phone or email) to communicate with a brand.

60% of millennials and 51% of baby boomers will likely purchase from a brand they follow on social media.

21% of millennials unfollow brands because of having a bad experience; 22% unfollow because they found a brand’s social marketing to be annoying.

38% of millennials follow brands on social media for entertainment value.

Millennials are 6% more likely than other generations to purchase from a brand that they’ve had a positive exchange with on social media.

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Millennials stand out for their technology use, but older generations also embrace digital life

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Millennials stand out for their technology use, but older generations also embrace digital life

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Today, 55% of Gen Xers, 53% of Millennials and 52% of Boomers say they own tablets.

More than nine-in-ten Millennials (93% of those who turn ages 23 to 38 this year) own smartphones, compared with 90% of Gen Xers

Millennials (86%) say they use social media, compared with smaller shares among older generations.

Almost all Millennials (nearly 100%) now say they use the internet, and 19% of them are smartphone-only internet users

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Millennials have often led older Americans in their adoption and use of technology, and this largely holds true today. But there has been significant growth in tech adoption since 2012 among older generations - particularly Gen Xers and Baby Boomers.

More than nine-in-ten Millennials (93% of those who turn ages 23 to 38 this year) own smartphones, compared with 90% of Gen Xers (those ages 39 to 54 this year), 68% of Baby Boomers (ages 55 to 73) and 40% of the Silent Generation (74 to 91), according to a new analysis of a Pew Research Center survey of U.S. adults conducted in early 2019.

Similarly, the vast majority of Millennials (86%) say they use social media, compared with smaller shares among older generations. While the share of Millennials who say they use social media has remained largely unchanged since 2012, the shares of Gen Xers, Boomers and Silents who use social media all have increased by at least 10 percentage points during this period.

Unlike with smartphones and social media, tablet ownership is now comparable across most generations. Today, 55% of Gen Xers, 53% of Millennials and 52% of Boomers say they own tablets. A smaller share of Silents (33%) report owning tablets.

Those in the Silent Generation also lag when it comes to having broadband service at home. Whereas most Millennials (78%), Gen Xers (78%) and Boomers (74%) say they subscribe to home broadband, fewer than half of Silents (45%) say this.

In terms of specific platforms, around three-fourths or more of both Millennials and Gen Xers now report using Facebook (84% vs. 74%, respectively). Boomers and Silents have both increased their Facebook use by double digits since 2015. In fact, the share of Silents using Facebook has nearly doubled in the past four years, from 22% to 37%.

Almost all Millennials (nearly 100%) now say they use the internet, and 19% of them are smartphone-only internet users - that is, they own a smartphone but do not have broadband internet service at home. Large shares of Gen Xers (91%) and Boomers (85%) use the internet, compared with just 62% of Silents. When it comes to smartphone-only internet users, 17% of Gen Xers go online primarily via a smartphone, as do 11% of Boomers and 15% of Silents.

Baby Boomers continue to trail both Gen Xers and Millennials on most measures of technology adoption, but adoption rates for this group have been growing rapidly in recent years. For example, Boomers are now far more likely to own a smartphone than they were in 2011 (68% now vs. 25% then).

Although Boomers have been adopting a range of technologies in recent years, members of the Silent Generation are less likely to have done so. Four-in-ten Silents (40%) report owning a smartphone, and fewer (33%) indicate that they have a tablet computer or use social media (28%). Previous Pew Research Center surveys have found that the oldest adults face some unique barriers to adopting new technologies - from a lack of confidence in using new technologies to physical challenges manipulating various devices.

While generations differ in their use of various technologies, a 2018 Center survey found that younger internet users also were more likely than older Americans who use the internet to say the internet has had a positive impact on society: 73% of online Millennials said the internet has been mostly a good thing for society, compared with 63% of users in the Silent Generation.

Americans were also less positive about the societal impact of the internet last year than four years earlier. Gen Xers' views of the internet's impact on society declined the most in that time. In 2014, 80% of Gen X internet users believed the internet had been mostly a positive thing for society, a number that dropped to 69% in 2018. Millennial and Silent internet users were also somewhat less optimistic last year than in 2014.

Note: This is an update of a post originally published May 2, 2018, and written by Jingjing Jiang, a former research analyst focusing on internet and technology. See full topline results and methodology here.

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Millennials stand out for their technology use, but older generations also embrace digital life

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Millennials have often led older Americans in their adoption and use of technology. But there has been significant growth in tech adoption among older generations.

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Vals which is also known as values attitude and lifestyle is one of the primary ways to perform psychographic segmentation. All three terms are intangible in nature and therefore give an idea of the inert nature of the consumer. If you know what your consumer is thinking, you would know what kind of promotions or communications will attract him most. And how do you know what the consumer is thinking? By determining his vals - Values, attitudes and lifestyle.

VALS is different for different people. Lets take income as an example. If you are a person with high income your lifestyle would probably include habits of the SEC A class such as dining out of home frequently and that too in top class restaurants, wearing only branded clothes and buying the best cars out there. Whereas if you are a middle class income group consumer, you would be more wary of spending money and would rather concentrate on savings.

So now how does VALS affect a marketer? Lets say you were a banker. What would you sell someone who had a high income lifestyle? You would sell them investment options and would also dedicate a relationship manager to take care of their needs. In fact, the bankers also have a term for high income individuals known as HNI - high networth individuals. But, if your lifestyle was that of a low income customer, you are more likely to be targeted for savings

History of the term VALS

VALS is actually a proprietary term of SRI international. The term was developed by Social scientist and futurist Arnold mitchell. Arnold mitchell actually developed the vals framework to determine different classes of people who had varying values, attitudes and lifestyle. These people were determined by the resources they had at their disposal as well as the amount of primary innovation they could accept or create. Thus the people with low resources were low on innovation and the ones with higher resources were higher in innovation. This formed the basis of the VALS framework.

The VALS framework

As mentioned in the history of VALS, The VALS framework was developed keeping a consumers resources as well as his capacity to accept innovation in mind. The X axis consisted of primary motivation (explained below) and the Y axis consisted of resources such as income, education, confidence etc. Thus these two factors were determined to be critical to define the values attitude and lifestyle of any consumer.

Resources - Included resources available to an individual such as income, education, intelligence, emotional support, etc.

Primary motivation - Which determined what actually drives the individual. Is it knowledge, the desire to achieve something or is it to be social.

After researching above 1500 consumers, Arnold mitchell actually divided consumers into 9 different types based on the amount of resources they had as well as their capacity for primary motivation. These classes of consumers based on their VALS were.

9 types of Consumers as per VALS framework

1. Innovators - The class of consumer at the top of the vals framework. They are characterized by High income and high resource individuals for whom independence is very important. They have their own individual taste in things and are motivated in achieving the finer things in life.

2. Thinkers - A well educated professional is an excellent example of Thinkers in the vals framework. These are the people who have high resources and are motivated by their knowledge. These are the rational decision making consumers and are well informed about their surroundings. These consumers are likely to accept any social change because of their knowledge level.

3. Believers - The subtle difference between thinkers and believers is that thinkers make their own decisions whereas believers are more social in nature and hence also believe other consumers. They are characterized by lower resources and are less likely to accept innovation on their own. They are the best class of word of mouth consumers.

4. Achievers - The achievers are mainly motivated by - guess what - Achievements. These individuals want to excel at their job as well in their family. Thus they are more likely to purchase a brand which has shown its success over time. The achievers are said to be high resource consumers but at the same time, if any brand is rising, they are more likely to adopt that brand faster.

5. Strivers - Low resource consumer group which wants to reach some achievement are known as strivers. These customers do not have the resources to be an achiever. But as they have values similar to an achiever, they fall under the striver category. If a striver can gain the necessary resources such as a high income or social status then he can move on to becoming an achiever.

6. Experiencers - The group of consumers who have high resources but also need a mode of self expression are known as Experiencers. Mostly characterized by young adults, it consists of people who want to experience being different. This class of consumers is filled up with early adopters who spend heavily on food, clothing and other youthful products and services.

7. Makers - These are consumers who also want self expression but they are limited by the number of resources they have. Thus they would be more focused towards building a better family rather than going out and actually spending higher amount of money. Making themselves into better individuals and families becomes a form of self expression for the Makers.

8. Survivors - The class of consumers in the Vals framework with the least resources and therefore the least likely to adopt any innovation. As they are not likely to change their course of action regularly, they form into brand loyal customers. An example can include old age pension earners living alone for whom the basic necessities are important and they are least likely to concentrate on anything else.

Thus the vals framework can be used primarily to classify consumers based on their values, attitudes and lifestyle. Once the classification has been done, you know which types of customers you want to target. Depending on your target customers vals, you can make up your marketing strategy and your promotional message such that it hits your audience at the right spot.

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The vals framework or the vals model discusses the values attitude lifestyle of people and how this effects the purchase of a product. The article has the 9 different types of consumers based on their values attitudes and lifestyles. Each consumer can differ in their purchase behavior as per the VALS model.

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Faced with a global gender pay gap that's expected to take another 202 years to close, women are at a disadvantage. It goes beyond salaries, with women falling behind in terms of investment due to education and confidence gap. VC funding also favours male-run businesses.

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Millennials are risking it all with little reward, making less than their Boomer parents. Despite this, global workplace dynamics are shifting and Millennials are opening up to flexible working, location independence and side hustles that offer a favourable lifestyle and financial security.

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Self-care as Status

Staying in is the new going out for modern Millennial homebodies. Coping with the pressures of everyday life, Millennials are opting out of drinking and partying, in favour of self- care rituals at home.

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Social media, a tool intended for connection, has also become a catalyst for loneliness. Loneliness increases with social media usage, with 73% of 'heavy users' feeling lonely compared to 52% of 'light users'. Overall, loneliness is on the rise in the US with 61% feeling lonely, up seven points since 2018. The spike is attributed to too few social connections, poor mental and physical health and a lack of balance.

Constant connectivity has also contributed to Millennial anxiety, as workers never fully turn off.

In the workplace, Millennials strive to set themselves apart from others by adhering to the #NeverNotWorking mentally and replying to email and messaging services at all hours. And while tools like Slack and Gmail allow them to be online in traditional 'off-hours,' Millennial workers are turning to social to prove just how hard they're working. Online bragging rights extend beyond holiday selfies. Today, Millennials document time spent in the office to signify how dedicated they are.

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Millennials were not born into a connected world but quickly grew comfortable with technology and social media. Striving for efficiency, this group adopted new tools that made banking, transportation, dating, shopping, and eating easier. Unlike younger groups, Millennials had to adjust to a new world of constant connectivity and now 90% of those aged 18-29 in the US use social media.

Similar to younger generations, social media has become a double-edged sword for Millennials. They've reaped the rewards that connectivity offers (think community-building and friendship), but have struggled with managing their digital wellness. While 72% of Millennials would spend a week without their phone rather than without their pet, they were willing to give up other luxuries such as coffee, with 77% willing to forfeit the beverage for a week in exchange for a week with their device.

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Convenience is still king.Embed layers of ease in your products and services like Hulu did with its new ad offering that connects binge watchers with brands.

As we brace for. the Settlers to emerge in 2022, brands should look to celebrate niksen internally to engineer long-term success and productivity in their business.

With a possible recession on the horizon, Millennials are facing familiar uncertainty. Become an ally and encourage consumers to form healthy financial habits. Offer courses that empower them to learn and incentivise them for their time spent, offering a discount or reward so they reinvest in the brand.

Millennials may have catapulted wellness into a booming industry, but don't overlook the fact that many people are still highly unhealthy. Messages promoting wellness initiatives must be scrutinised before release, as they can have huge psychological implications. Stay abreast of Millennial health as this may impact workplace productivity.

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Founded in 2010 by a small group of creatives, & Other Stories grew from the wish to give women the freedom of expression through one brand.  https://www.stories.com/en_gbp/about/about-us.html

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& Other Stories is a brand under the H&M Group.

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The brand is a one-stop styling destination filled with collections from three design ateliers in Paris, Stockholm and Los Angeles.

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How the different Generations use Media differently

Digital natives are spending more than one hour per day on their desktop and mobile phone online. Only half of the members of this generation are using the TV for this duration every day. This differs from the other two generations. The most members of the millennials are spending at least one hour per day on their desktop and their TV, while only 60% use their mobile phones more than an hour per day. Most of the baby busters are using the TV for more than one hour per day, followed by the desktop. Only 40% of the Generation X are using their phones for this timespan as well. These insights are important to know in order to be able to reach a company's target audience the best.

Return of the classics

The positivity towards different traditional ad formats, such as outdoor measures, cinema-, magazine-, newspaper-, television-, radio advertisements, has been measured. These traditional formats have scored more percentage as most of the online and branded content formats. The most popular ad formats for digital natives were outdoor, cinema and newspaper advertisements. Generation Y enjoyed cinema advertisements the most, followed by outdoor and magazine ones. The baby busters were not as positively about these formats as the other two generations, their favorite ones were magazines, followed by outdoor and newspaper.

The Millennials' Favorite

When the three generations were asked to rank their positivity about the different online advertising formats, like desktop displays, paid online search, mobile displays, videos on desktops and mobile videos, the digital natives were the most positive about online search, advertisements on their mobile display and their desktop. Generation Y was - in comparison to the other generations - the most enthusiastic about these formats, preferring desktop videos, which could lead back to the insight before that Millennials spend most of their 'digital time' on their desktop. Mobile display and mobile videos were also voted as rather positive. Again, Gen X showed themselves as rather resistant towards these kinds of online formats, having the lowest rates of positivity among the three generations. Their preferred format was paid online search, followed by desktop and mobile display.

Mobile reward videos for the win

Different video advertising formats have been ranked to find out which of them are preferred by the different target audiences. Overall, Generation Z has been the most positive about the different formats, which can be lead back to the insight that digital natives prefer video messages over text messages. The majority of the digital natives rates mobile reward videos as positive, followed by skippable pre-roll and skippable vertical videos. The Millennials voted the mobile reward video also as their preferred format, however, only one third rated it as positive. Also, skippable pre-roll and skippable vertical videos were other preferred ad formats among the options. Generation Xers voted skippable pre-rolls as their favourite, followed by mobile reward videos and skippable vertical videos.

Branded content ideal for targeting digital natives

Among the different types of branded content, the generation's positivity has again been rated. Branded events, social news feeds, brand information, celebrity content (social influencers included) and native articles were available as choice. Generation Zers are very open towards this form of content, as in each category, at least one third found this type of content to be positive. Branded events, native articles, (social) celeb content and brand information were very popular among the digital natives. Even though Millennials are a bit more resistant towards this kind of advertisement, they preferred branded events, brand information, social news feed and native articles. The baby busters favorites are brand information, followed by branded events and native articles.

Want to read more about Generation X, Y, and Z?

Whenever the birthdate is between 1965 and 1979, the person is considered to be part of the generation X. Even though this generation only makes out one fourth of the U.S. population, their purchasing power already represents 31% of the total U.S. income.

Generation Y, also known as Millennials, are born between 1980 and 1995. In the U.S., they are already responsible for 1.3 trillion dollars of yearly spending, which is equal to 20% of the nation's total.

Generation Z are born after 1995 and they are considered the future of global economy. By 2020 this generation will be the largest group of consumers worldwide.

A great summary of the whole series that draws conclusions from the different articles and insights. This enables a sound understanding of the most important outcomes from the research of Generation X, Y and Z.

Stay informed with our EN GARDE newsletter!

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How the different Generations use Media differently - which formats they prefer

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Digital natives are spending more than one hour per day on their desktop and mobile phone online. Only half of the members of this generation are using the TV for this duration every day. This differs from the other two generations.

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By generation, millennials make the most average monthly online purchases (5.3), followed by Gen X (4.9) and Baby Boomers (3.7). Chain Store Age. 2019. Survey: Consumers Prefer The Same Online Retailers Across Generations. [online] Available at: <https://chainstoreage.com/technology/survey-consumers-prefer-the-same-online-retailers-across-generations> [Accessed 25 March 2020].

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Whether you gravitate toward comfortable bohemian, bright and vibrant, or sleek-minimalist apparel, & Other Stories has your back (and front, and sides).

That said, where contemporary style is concerned, there are so many more stores and brands to explore. To make your life a bit easier, we've gathered all of the stores like & Other Stories that will appeal to your style senses.

Staud is a high-end alternative to & Other Stories that carries both contemporary and avant-garde pieces. Founded by Sara Staudinger, the independently owned L.A. based brand embraces a southern European style aesthetic. This European influence plays out in design elements like balloon sleeves, rich-Mediterranean color choices and details that really feel premium.

Compared to & Other Stories, Staud appeals to a mature millennial shopper with a significantly higher budget. Most of their pieces fall into a range of $85-$400 per item. So, for the average shopper, Staud is a style destination for extremely unique dresses, bags, sets, belts, and shoes.

Get the Haricot Pant for $245 and the Staud Melanie Mule for $350.

Mango joins our list of stores like & Other Stories for its wide variety of contemporary styles. Mango's brand identity can be described as timeless and Mediterranean with a Spanish influence and they owe it all to their roots. Mango's been making its own rules as an independent brand and bringing Mediterranean fast-fashion to the masses for the last thirty years.

Their highly coveted signature designs feature high-quality fresh-white linens, earth tones, bright colors, floral prints, and flowing silhouettes. Compared to & Other Stories they're pretty affordable. Most of their pieces fall into the $20-$100 range, so you get to refine your wardrobe without breaking the bank.

In terms of size offering, Mango carries sizes XXS-L in their standard collection and they just launched their Violeta by Mango plus sized brand to extend their amazing designs to everyone.

For the mature millennial, Mango is the place to shop for contemporary style dress and chic tops with effortless silhouettes.

Get the Pleated Midi Skirt for $80 and the Satin Tie Dress for $120.

Pixie Market is a key alternative to & Other Stories as a fast-fashion brand that specializes in contemporary classics, crips-bold pieces, and chic-minimal styles.

Independently-owned Pixie Market owes its pseudo-humble beginnings to New York, having started as an NYC boutique. Now, based in L.A. the fashion-forward brand is in the clothing manufacturing epicenter of America. This is arguably what helps them get us mature albeit impatient millennials the styles we love.

Compared to & Other Stories, Pixie Market is slightly more expensive, with most of their pieces falling into the $50-$180 range. They're most notable for their selection of beautiful basics, slip dresses, faux furs, shoes, and swimwear. And, for the everyday shopper, Pixie Market is a go-to destination for unique tops, whimsical dresses, and chic trousers.

Ge the Corduroy Belted Dress for $112 and the Off The Shoulder Cardigan for $114.

Like & Other Stories, Need Supply offers a unique shopping experience for their minimal-chic pieces. Shopping Need Supply truly feels special as they work with designers like Nanushka, Stelen, Stine Goya, and Rachel Comey to bring mature millennials the greatest in high-end fashion.

As a Brand, the independent Virginia-based retailer owes its success to selling vintage Levi's in '96 then opening needsupply.com in 2008 for worldwide shipping. And, the rest, as "they" say, is history.

Need Supply offers a selection that fits every budget with pieces priced anywhere from $38-$600. Size-wise, you'll be able to get your hands on sizes XS-L.

While they mostly carry dresses, denim, bags, shoes, and beauty, Need Supply is totally your go-to destination for anything wearable and unique.

Get the Amber Floral Print Dress for $379 and the Zadie Feather Circle Tote for $350.

Reformation is the place to be for mature millennials looking for sustainable, versatile, and chic basics but also effortlessly feminine dresses.

While most retailers capitalize on fast-fashion, Reformation spends 12-18 months designing pieces and ensuring proper fit before releasing new collections. Reformation is independently-owned, and they operate their sustainable factory out of L.A.

Like & Other Stories, their pricing is quite affordable so you won't need to empty your wallet do refresh your closet.

In terms of size offering, Reformation provides impeccably tailored pieces that range from XXS - XL in tops and 00-12 in pants.

Reformation owes much of its brand reverence to its incredible dresses, but their denim, new shoe collection, and bridal wear are top-notch as well.

Get the Marine Jean for $128 and the Macey Bodysuit for $68.

Finery London joins our list of stores like & Other Stories as a retailer you may not have previously heard of. As a brand, their name says it all, because Finery London is a high-street contemporary classic style house out of the U.K.

In contrast to & Other Stories, Finery London is a more expensive premium retailer. Their current selection features dresses, jumpsuits, skirts & trousers but the & Other Stories lover would gravitate the most toward their contemporary dresses.

Get the Lisson Printed Satin Wrap Skirt for $129 and the Sabine Yellow Print Dress for $215.

Like so many other brands on our list, Amour Vert focuses their brand identity on sustainability. Still, while other brands prioritize recycling and waste-reduction Amour Vert goes a step further and plants a tree for every tee shoppers purchase. Their passion for the environment is evidenced by their name as Amour Vert literally means "Green Love" in French.

The independently-owned San Francisco based brand carries styles that fit any mature millennial budget. Most of their pieces fall somewhere between $38 for their essential tops to $300 for shoes.

In terms of selection, Amour Vert carries everything and even offers collections of LBD, silk essentials and maternity wear. Still, the & Other Stories' shopper will find great affinity with their comfortable-contemporary dresses.

Get the Coclico James Pump for $365 and the Rikkie Blouse for $138.

Few Moda makes our list of stores like & Other Stories as a contemporary-chic alternative. They honestly feel like Reformation, Zara, and Lulus had a deep hue, moody, floral printed baby.

The independently owned retailer appeals to the younger millennial with their collection of sexy dresses, chic blouses, shoes, bags, bridal and more. You can find pieces you love in sizes XS-XL for tops and dresses and 0-14 for pants.

The & Other Stories' shopper will find Few Moda's pricing comparable if not a smidge higher and would likely adore their selection of dresses.

Get the Bushwick Velvet Pants for $92 and the Meserole Top for $113.

Nobody's Child is another retail brand you likely haven't heard of before. The sustainable fast-fashion online store offers a limited selection of affordable casual-boho and vintage-inspired looks.

Their story is a lot like Amour Vert as they're a sustainable fast-fashion brand for the conscious shopper. Nobody's Child focuses their sustainability efforts on upcycling materials, which means reusing all of their leftover materials from previous seasons.

Compared to & Other Stories, the U.K. based brand is considerably cheaper with pieces in their limited selection ranging from $30-$50.

The style of their dresses, tops, skirts, and essentials appears to target the younger Millennial and Gen Y age group. So, the & Other Stories shopper would likely find the greatest affinity with their dresses.

Get the Natural Bella Linen Crop Top for $22 and the Khaki Animal Harper Midi Dress for $39.

Urban Outfitters rounds out our list of Stores Like & Other Stories. As a brand, it shares similarities with many stores we're covering. Like Free People and Anthropologie, Urban Outfitters is a brand beneath the URBN umbrella. Like Nobody's Child, their style really targets that younger millennial/ Gen Y age group. Still, that's not to say the & Other Stories' lover won't find much to love at Urban Outfitters.

Urban Outfitters tends to be less expensive than & Other Stories with items ranging anywhere between $20-$130. Urban Outfitters' vast selection includes urban-chic dresses, edgy band tees, and super cute sandals perfect for mixing and matching with items from & Other Stories.

Get the Checkered Chiffon Puff Sleeve Blouse for $69 and the Molly Culotte Jumpsuit f or $79.

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12 Stores Like & Other Stories That'll Appeal To Your Style Senses | I AM & CO®

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Whether you gravitate toward comfortable bohemian, bright and vibrant, or sleek-minimalist apparel, & Other Stories has your back (and front, and sides). That said, where contemporary style is concerned, there are so many more stores and brands to explore.

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Women are 36% more likely to be influenced by social media advertising

Women are 76% more likely to use click and collect services - Latest Thinking Blog. 2017. 29 Customer Segments Your Marketing Needs To Be Ready For. [online] Available at: <https://www.experian.co.uk/blogs/latest-thinking/marketing/customer-segments/> [Accessed 19 March 2020].

F02 Francesca: With a high disposable income, urban dweller Francesca indulges her love of fashion with a high spend on shoes, clothes and personal care. She’s drawn to luxury and doesn’t mind paying more for quality. Aged 26 to 35. Taken from Experian customer profiling.

Generation Y (Millennials) Shopping Habits
68 percent of Millennials demand the convenience of omnichannel accessibility during their shopping journey, which means having an integrated experience that can effortlessly transition their consumer data from their smartphone, to laptop, to local store, and back again. https://salesfloor.net/blog/generations-shopping-habits/

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the generation born in the 1980s and 1990s, comprising primarily the children of the baby boomers and typically perceived as increasingly familiar with digital and electronic technology. Lexico Dictionaries | English. 2020. Generation Y | Meaning Of Generation Y By Lexico. [online] Available at: <https://www.lexico.com/definition/generation_y> [Accessed 12 March 2020].

They are currently between 25-39 years old.

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generations definition: Lexico Dictionaries | English. 2020. Generation Y | Meaning Of Generation Y By Lexico. [online] Available at: <https://www.lexico.com/definition/generation_y> [Accessed 12 March 2020].

Latest Thinking Blog. 2017. 29 Customer Segments Your Marketing Needs To Be Ready For. [online] Available at: <https://www.experian.co.uk/blogs/latest-thinking/marketing/customer-segments/> [Accessed 19 March 2020].

People Powered E-Commerce | Salesfloor. 2020. How Each Generation Shops In 2020 - Salesfloor. [online] Available at: <https://salesfloor.net/blog/generations-shopping-habits/> [Accessed 25 March 2020].

Chain Store Age. 2019. Survey: Consumers Prefer The Same Online Retailers Across Generations. [online] Available at: <https://chainstoreage.com/technology/survey-consumers-prefer-the-same-online-retailers-across-generations> [Accessed 25 March 2020].

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With their spending power estimated to surpass $3.39 trillion this year, millennials remain one of the most important demographics for brands.

this report lists the top brands for Gen Y/millennials

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With their spending power estimated to surpass $3.39 trillion this year, millennials remain one of the most important demographics for brands.

And that is why, love them, or hate them, if you're a brand you can't ignore them.

Ad agency Moosylvania has just released its annual ranking of the 'Top 100 Millennial Brands.' This is the sixth year that the company has released such a ranking, based on interviews with over 3,000 people between the ages of 18 to 38.

While a lot of the highest ranked brands from previous years retain the top spots, this year's list has several significant new additions, including beauty brands like ULTA cosmetics and ELF cosmetics, among others.

"We can tell a lot when we see new brands break through the list," said Norty Cohen, CEO of Moosylvania. "You'll see a predominance of retail, fashion, beverage, cars and gaming."

Here are the top brands according to the survey.
Note: The rankings are Olympic Style, with several ties.

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Millennials reveal the top 100 brands they love

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With their spending power estimated to surpass $3.39 trillion this year, millennials remain one of the most important demographics for brands. And that is why, love them, or hate them, if you're a brand you can't ignore them. Ad agency Moosylvania has just released its annual ranking of the 'Top 100 Millennial Brands.'