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By definition, millennials are the generation born between 1980-2000, who grew up in an electronic and social-network crazed world, are tolerant of change, and tend to be confident and positive, which is often mistaken as entitlement and narcissism. As of last year, the millennial generation overtook the Baby Boomers as the largest generation and have created quite the buzz within the world of marketing due to the future power they'll hold within our economy.

Analysts predict that the millennial generation will carry a majority of the spending power by 2017, however, marketers are still struggling to find the best ways to reach the generation that fast-forwards through commercials and avoids ads, showrooms and price checks before making a purchase, and expects to always have a personalized experience. So what can marketers do to get their marketing campaigns millennial ready?

Here are a few key ways to do so:

Know their persona
As a diverse generation, millennials are made up of 14 persona categories, according to Exponential and Curalate. These include The Boss Babe, The Brogrammer, The Nostalgic, The Underemployed, The Shut Out, The Travel Enthusiast, The Culinary Explorer, The Exuberant, The Collector, The Millennial Martha, The Millennial Mom, The Quarter-Life Crisis, The Activist, and The High-End Minimalist. For example, "The Underemployed" is described as celebrating the struggle of trying to get their feet off the ground, are not ashamed to coupon, and love scoring a good deal. Know the market you're trying to reach and your program will be much better positioned for success.

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Create personalized campaigns
Millennials expect a lot from their shopping experiences, especially when it comes to personalization. They love the idea of a "shopping journey" that is easy to navigate (both online and in-stores) and full of relevant recommendations. One of the best ways to create relevant, personalized omnichannel experiences is by offering exclusive discounts to specific target markets. This will not only make millennials more loyal, but it will also give retailers the data needed to know more about customer affiliations, ultimately helping to personalize all future marketing campaigns.

Sell the experience
According to a recent Eventbrite survey, 78% of millennials would choose to spend money on a desirable experience over buying something that is just desirable. They are all about creating, sharing, and capturing memories. In order for marketers to make their products relatable to millennials, they need to sell the experience customers will have with the product. Retailers can't just market a backpack; rather, they need to show off how their backpack will carry the customer through these amazing, "limitless" adventures.

Offer authenticity and value
Millennials are all about authenticity and value. They don't just want to hear how a product is great on your website, they want to see real-life people using the product and read about how much they love it. Now more than ever, influencer marketing is one of the keys to reaching millennials and getting your products into their hands. Offering Pro deals is a great solution to getting your products into the hands of the influencers in your industry who have relationships with the millennial generation.

Knowing how to market to millennials is crucial for retailers and brands to stay in the game as they become the biggest generation with the most spending power. Knowing the millennial personas, creating personalized campaigns, selling the experience, and offering authenticity and value are four key ways to get started marketing to millennials today.

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Do You Know How To Market To Millennials?

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By definition, millennials are the generation born between 1980-2000, who grew up in an electronic and social-network crazed world, are tolerant of change, and tend to be confident and positive, which is often mistaken as entitlement and narcissism.

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•       Seventy-eight percent of Millennials would choose to spend money on a desirable experience over buying something that is desirable. They are all about creating, sharing, and capturing memories. – Giselle Abramovich, CMO by Adobe

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•       Seventy-eight percent of Millennials would choose to spend money on a desirable experience over buying something that is desirable. They are all about creating, sharing, and capturing memories. – Giselle Abramovich, CMO by Adobe

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How Millennials impact the fashion industry 

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How Millennials impact the fashion industry 

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The Millennial Minute: Three Things To Know About Millennials And Fashion

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I watched the film titled above to better understand what Gen Y want from consumerism and retailers today, and to better understand what influences their purchasing habits.

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By 2025, Millennials will take up 75% of the workplace.  

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By 2025, Millennials will take up 75% of the workplace.  

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Being a LEADER is important to 61% of Gen Y.

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Being a LEADER is important to 61% of Gen Y.

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"Millenials are eager adopters of new technology, especially when it gives them more control of their time and their lives."

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"Millenials are eager adopters of new technology, especially when it gives them more control of their time and their lives."

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As the market becomes more saturated, fashion brands and retailers face increasing competition and heightened expectations from savvy consumers.

Kate Ancketill, CEO of retail consultancyGDR Creative Intelligence, identified several key challenges the retail sector faces for 2025, including commodification and servification, the integration of digital and physical experience, and sustainability.

Admitting that none of GDR's clients have "ever been interested in sustainability", she added: "It is a consumer-led revolution that has established over the past five years, to which retailers are now being forced to listen."

What all three "challenges" have in common, she noted, is that the consumer lies at the heart of each.

Ariel Cohen, retail and ecommerce domain manager at Deloitte, agreed: "Customers are retailers' best asset. They will do everything in their power to keep existing customers and to attain new ones.

"The customer journey is more complex than ever, though. Retailers need to partner with new tech firms to combine their knowledge and engage with customers in the best ways possible. Working together and leveraging their individual assets will ensure that retailers maintain fit for the future."

With more than 15 Israel-based technology and retail start-ups exhibiting, Retail Innovation Now gave guests first-hand insight into the latest ideas coming out of the country, covering touchpoints such as customer engagement, in-store and online marketing, supply chain management and business intelligence. Here are some of Drapers' top picks.

Mmuze

Conversational commerce platformMmuze uses artificial intelligence (AI) to recreate the in-store shopping experience online, through a virtual personal shopping assistant. This enables customers to interact with a brand - via voice or text conversation - and tell them exactly what they are looking for, "a dark purple top under £10", for example.

Whether they are searching for a specific dress or want advice on what to wear to a certain event, Mmuze "associates" answer every question that shoppers have, from price to style to material specifications. This prevents them from scrolling through hundreds of items online, making their experience more convenient and personal.

They also offer customers personalised suggestions based on their purchase history and the latest trends.

Designed to bolster the user experience, said Matthew Listro, vice-president of strategy and business development, Mmuze algorithms are trained to understand worldwide content from across the internet. This results in a more natural dialogue, as its "associates" adopt shoppers' local dialect and language nuances - for example, "pants" versus "trousers" in the US and UK respectively - to personalise every customer's journey and lead to more accurate product discovery.

Users can connect with retailers across any digital, mobile or voice-based platform, and can switch between voice and text in any one conversation.

GlobalData predicts that voice purchases will hit €45bn in the UK and US in 2022, and Adobe claims 90% of decision makers are investing in voice tech.
Preciate
Customer engagement platformPreciate uses facial-recognition technology to help shop floor staff identify customers as they enter the store. It aims to help brands and retailers offer customers a unique, individualised experience through its tech-driven "loyalty programme".

As an opt-in service, Preciate requires shoppers to enrol with a selfie, which can be taken via a mobile, laptop or in-store. The facial recognition algorithm then notifies staff as soon as shoppers enter the store and recognises them in real-time.

It also provides assistants with information, such as shoppers' online and in-store purchase history, abandoned cart and browsed items, and style preferences - giving retailers a "360-degree omnichannel view of their customers". This creates a deeper relationship between sales associates and customers, as they are able to recommend more appropriate items.

Enrolled customers can also pay using Preciate's facial recognition installed at the till point, further bolstering the personalised experience.

Syte

Visual AI technology from computer software company Syte allows customers to search and shop for products by uploading an image to show what they are looking for, rather than textually describing it.

By uploading an image to a retailer's website or app - be it from a brand campaign, random person on the street or magazine cutting - customers can browse and buy visually similar items that are currently in stock.

Syte's "mega product tagging" system breaks an image down into its style details - from brand to size, style and material - to ensure every product is tagged accurately, in detail. This helps drive "style-accurate matches and create a frictionless customer shopping experience" it said.

The tech can also be integrated in store through smart mirrors and stylist app, to connect online and offline product discovery. This gives customers the chance to find similar products in store, as well as browsing style inspiration and shopping complete looks.

As well as expanding retailers' product reach (by allowing them to recommend a vast selection of products) and boosting customer engagement, Syte seeks to "redefine the way retailers engage customers, and shoppers find the products they want".

MySizeID

Measurement technologies enableMySizeID to advise customers on their best size for every single item that they are looking at.

Arguing that "customers shouldn't rely on varying size carts", MySize uses an algorithm to measure customers' precise body fit using their smartphone sensors, without the need for a camera (instructions on how to take images of each body part are included).

It then creates a unique sizing ID for every single shopper based on their personal measurements.

Retailer clients can embed MySizeID in their website and app, to allow shoppers to easily figure out which size is best for them. In addition to facilitating shoppers' online experience, to also helps to reduce size-related returns, reducing retailers' cost and carbon footprint.

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Four tech innovations pushing retail boundaries

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As the market becomes more saturated, fashion brands and retailers face increasing competition and heightened expectations from savvy consumers. Kate Ancketill, CEO of retail consultancyGDR Creative Intelligence, identified several key challenges the retail sector faces for 2025, including commodification and servification, the integration of digital and physical experience, and sustainability.

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Ass brief Customer Profile Report and research folder

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Web survey powered by SurveyMonkey.com. Create your own online survey now with SurveyMonkey's expert certified FREE templates.

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‘Millennials Prefer Email for Financial Services - Duh?’ 2015. diginomica [online]. Available at: https://diginomica.com/millennials-prefer-email-for-financial-services-duh [accessed 7 Apr 2020].

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Source: Nielson Neurofocus research, brain icon by Nisha Varghese for the noun project

Graphic by Alexandra Kanik / public source

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Based on statistics in Canada, Millennial are growing whereas other generations are declining; meaning Diesel's audience would mostly consist of millennial only.

‘Millennials: The Generation Du Jour | Blogs | Environics Analytics’. 2020. Default [online]. Available at: https://environicsanalytics.com/resources/blogs/ea-blog/2016/01/22/millennials-the-generation-du-jour [accessed 7 Apr 2020].

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Here I have included male and female consumer boards according to Diesel with annotation. I have also included a 'brand board' of what other brands they are likely to interact with.

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A Breakdown of attracting and retaining customers 

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A Breakdown of attracting and retaining customers 

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CAMILLE , Filiol . 2020. ‘Customer Relationship Management ’. [accessed 8 Apr]

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Create and publish online surveys in minutes, and view results graphically and in real time. SurveyMonkey provides free online questionnaire and survey software.

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Diesel Powered: The Billionaire Behind The Jeans

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I interviewed my brother who belongs to Generation Y to assess his needs and wants

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I interviewed my brother who belongs to Generation Y to assess his needs and wants

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The way in which money flows around the economy is complex. The MONIAC machine (Monetary National Income Analogue Computer) uses a water pump and a series of plastic tanks, transparent tubes and wheels to show money - represented as water - flowing through the financial system.

The MONIAC, an early hydraulic analogue computer, was invented in 1949 by economist Bill Phillips (1914-1975). Philips was excited by the MONIAC's ability to demonstrate economic theories in a straightforward way.

Students have worked with the Museum and used photographs to explore how money is being spent, or not spent, within their local area.

In economics, 'utility' refers to the satisfaction or personal gain that is achieved when a product or service is consumed. At a regional level, local authorities have to make difficult decisions prioritising spending to ensure the utility is maximized for society.

Our use of the word 'money' is changing. It is increasingly being used to indicate a particular quality or attribute. For example a 'money player' is a sports person who increases their performance at the crucial time. A 'money quote' is the part of a speech that will be most heavily reported.
Not only is the use of the word changing, but the words that are used interchangeably with 'money' are also evolving. Young people from New Horizon Youth Centre have worked with the Museum to explore some of the words that are used today as terms for money.

Today online personal banking is the most popular way to bank in Britain. 'Homelink', released in 1983, was the UK's first 'online' banking service and allowed customers to check their account balance, have loans approved and shop using a dial up service.

This exhibition is based on Money Matters which was at the British Museum 3 June-9 October 2016

Supported by Citi

More information about the exhibition can be found on the British Museum website.

Created by Ben Alsop and Mieka Harris

The story featured may in some cases have been created by an independent third party and may not always represent the views of the institutions, listed below, who have supplied the content.

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Money Matters - British Museum - Google Arts & Culture

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The way in which money flows around the economy is complex. The MONIAC machine (Monetary National Income Analogue Computer) uses a water pump and a series of plastic tanks, transparent tubes and wheels to show money - represented as water - flowing through the financial system.

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Why do we use things like the Val Framework? Behavioural marketing explained:

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Why do we use things like the Val Framework? Behavioural marketing explained:

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Here, I was looking at an example of a demographic that a fashion business could be targeting (young people from underprivileged backgrounds) through the eye of somebody who advocates for the different hierarchies of needs explained in the Maslow's theory.

It gave me a good idea on what are the wants and needs of these people beyond just clothes.

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State of Emergency: Moving Up Maslow | Katrena Perou | TEDxWakeForestU

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A quick analysis of 'Oh Polly' 's use of the Maslow Theory

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A quick analysis of 'Oh Polly' 's use of the Maslow Theory

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Diesel have launched a recycling capsule collection with 55DSL

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Reuse, reduce, recycle! Introducing the motto for the denim pioneer's capsule collection. Of the many highlight's from much-anticipated Milan Fashion Week, was undoubtedly Diesel's new collection, which revolves around upcycling and sustainability. The iconic Italian brand famed for jeans and denim are launching a new biannual project called "Diesel Upcycling For" which will see various collections made from Diesel's deadstock, old samples, prototypes and leftover materials.

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Last week Macy's announced they will be setting a new strategy for Generation Y shoppers. The news could raise retail eyebrows - a Gen Y-specific strategy may seem drastic, but Macy's make a pretty mean case for the cause.

Macy's press release identified a series of initiatives they hope will capture the 'Millennial customer', who they estimate have spending power of $65 million a year. The two-tiered process will aim to affect product offering and organisational structure.

Macy's identified two customer types, the 'mstylelab' customer, who is aged 13-22, and the Impulse customer, aged 19-30. Macy's already cater for the Impulse customer, with dedicated instore space and product offering, but hope that a bigger push on omni-channel will appeal more directly to the complex needs of the new generation shopper. Their commitment to speeding up internal decision making and product development will help Macy's compete with fast fashion retail competition, for which Generation Y is hungry.

So who exactly are these Generation Y shoppers and from where have they sprung?

The concept isn't new, first appearing in the early 90s in reference to the children of the Baby Boomers. What may be new is the dawning realisation of just how different this tribe of consumer is. Speaking at the L'Oreal Melbourne Fashion Festival, Mike Shearwood of Aurora Fashions (Oasis, Coast and Warehouse) succinctly outlined the key characteristics. Being stimulation junkies, whose social lives are cemented in technology, this is a consumer group who don't seek uniqueness, they aim for acceptance. Gen Y-ers thrive on control and instant gratification and their friends are their key influencers. The relationship between Gen Y and their parents is interesting too: children treat their parents more like friends, sharing tastes and seeking approval. The effect of this close communication is that Generation X is picking up Y's characteristics - doubling the importance of retailers and brands to be Y-savvy.

So how do brands respond to this stimulus-hungry group? Actually, many are doing it pretty well already. Look to ASOS's multi-faceted output: blog network, Fashion Finder, social presence. Add in their video-catwalk, Skype driven stylist appointments, constant stream of new products and Facebook 'Like' functions, all of which appeal to the characteristics identified, and you have a Gen Y-ready model. Topshop excel too, with their Tumblr, instore pop-ups and events. Aurora have exciting plans up their sleeves too, in which they will seamlessly blend customers' social data with their instore experience to create a truly stimulating offering.

The high volume of product output from key retailers caters directly to Generation Y's need for newness. Using our product database, which tracks over 8 million product SKUs, it becomes apparent that in the last 30 days both Zara and H&M dropped around 700 new products. Topshop, dropped 1,351 new products in the same time frame but the crown goes to ASOS with their 6,217 new arrivals in the last 30 days.

This market, with its demand for product deemed 'acceptable' by friends, pays close attention to changing trends. Happily for us at EDITD, they're the most vocal online fashion commentators around, providing a wealth of information that drives our data! Brands and retailers had best get tooled up in the battle to win Generation Y round.

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Last week Macy's announced they will be setting a new strategy for Generation Y shoppers. The news could raise retail eyebrows - a Gen Y-specific strategy may seem drastic, but Macy's make a pretty mean case for the cause. Macy's press release identified a series of initiatives they hope will capture the 'Millennial customer', who they estimate ...

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Millennials are a big deal to the travel industry, spending more than $200 billion annually.

With an average yearly spend of $4,594 on vacations, these guys are shelling out more than even sun-seeking retirees.

In fact, 66% of millennials hold passports, whereas just 49% of Gen X-ers and 40% of Baby Boomers do. And millennials aren't just moving more for fun. A MMGY survey found millennials take an average 7.7 business trips a year - more than Gen X or Baby Boomers.

The influence of millennial travel on fashion

First up, let's get behind the psyche of all this extra movement. Unique travel is like catnip to millennials who are passionately committed to growing their identities.

We've all watched as experiences have trumped ownership in recent years. Being geographically mobile is more of a status symbol than any kind of luxury good.

Of course, these identities play out online and are fuelled by big-name travel influencers who make thousands of dollars frolicking on vacation.

Millennial tastes while vacationing are different too. Hipmunk found that nearly half of millennials prefer Airbnb to hotels - opting to stay in unusual environments over indentikit hotels. Naturally, that's seen a wave of design hotels opening around the world to try and lure the millennial dollar.

The upshot of all of this is:

Smart brands are making products which align with this lifestyle

Even established luxury brands like LVMH majority-owned Rimowa can tap into this new customer segment with clever marketing. The luggage maker has collaborated recently with Off-White on a perspex case that taps into the millennial obsession with revealing all. Prior to that there has been a greatly-hyped collab with Supreme and the second Fendi collab is soon to launch.

Rimowa isn't alone in grasping the opportunity here, Tumi collaborated with streetwear store Kith and of course, Away has shaken up the luggage industry with its direct-to-consumer model and millennial marketing.

But really, luggage is just the lowest hanging fruit in this vast millennial opportunity. All kinds of retailers are reacting with product that speaks to travel needs. Let's see what that looks like. First up...

The obvious stuff

Retailers know you're flying more often, and further, than ever before. And in fact, as cities are filling up, increasing numbers of people are travelling as part of their daily commute.

That's impacting a whole host of products we're buying. Take card holders for instance, so useful for the daily tickets and passes that get us onto our trains, into our offices and our 10th coffee free.

There are 81% more of those in stock now than two years ago. ( Side note - how long will it be before our digital payment lifestyles kill the coin purse altogether? Currently it's down 6% from two years ago).

Passport holders are up by 13%, bumbags/fanny packs -which have had huge success this year -are up by 57% and eye masks (so vital for those long-haul z's) have increased their presence on the market by 217% in two years.

Other last minute add-ons like luggage tags, travel pillows and water bottles are great ways tap directly into this opportunity.

But there are also entire product categories that are seeing boom thanks to the #wanderlust-ers.

The rise and rise of swimwear

More vacation means more swim. The swim category is not only growing during key holiday months, it's also becoming less bound to the classic seasons. That's something we talked about in more depth here.

The retail science behind items like sunglasses has shifted too. Retailers are increasing newness on this category earlier in the year and consumers are responding, with sell outs lifting dramatically in Q1 and Q2.

It's also no coincidence that slides are one of this summer's best-selling footwear styles - so easily are they worn in hotels or with socks in-flight. Espadrilles, in second place, reek of travel too (sometimes quite literally) and you only have to go to one departures lounge to see where all those sock sneakers that have sold are residing.

And the pyjama category has upped its game now that social media means we're brought into the hotel rooms of the millennial traveller. Few parts of their unique travel experiences are private!

Communicating travel edits

Smart retailers have not only introduced travel into their product offering, but into the themes of their communications. We used our Visual Merchandising tool to spot that Arket has introduced a line of lightweight travel bags in a range of useful sizes.

We also spotted many airport style edits, with retailers suggesting items which travel well, are comfortable and versatile. And although there were the same number of mentions of flights and flying in apparel retailer newsletters in the first half of 2018, it's interesting to note that the peak time for these references has moved from Q2 and into Q1.

The bigger picture

There is enormous industry scope beyond all these obvious travel-category items. In fact, our increased movement will have a lasting impact on the design of all the products we interact with.

Just look at current bag trends for evidence of that - as anyone who's ever woken mid-flight to find the content of their 2016 bucket bag beneath the seat in front can attest, things like drawstring bags, backpacks and waist bags all make getting around with our stuff easier.

Wider pants are unrestricting, sweatpants born for movement and oversized hoodies for napping in places that aren't your bed.

Retailers need to think about how they can imbue performance capabilities into apparel beyond sneakers and activewear. Holiday/vacation edits will never disappear from the summer months of this industry. But increasingly there won't be a holiday mode and a off-holiday mode. Let's think about movement holistically.

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In transit: how travel is changing what we buy - EDITED

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In fact, 66% of millennials hold passports, whereas just 49% of Gen X-ers and 40% of Baby Boomers do. And millennials aren't just moving more for fun. A MMGY survey found millennials take an average 7.7 business trips a year - more than Gen X or Baby Boomers.

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Reuters Institute for the Study of Journalism

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Examining the millennial mindset first requires a look into the history of this coveted demo.

For most, digital tech has always, or almost always, been a part of life. They lived through 9/11 and several international conflicts. And many came of age as the real estate bubble burst and the country's economy was rocked by the financial crisis.

This all feeds into the overall picture of your average millennial consumer, says Pinpoint Market Research, in a new study of millennial priorities, spending habits and preferences.

For one thing, they're more careful with money, noted Pinpoint. "In fact, their view on personal finances sounds more like the Boomer generation emerging from the Great Depression than the 'entitlement' label they keep hearing," the study said. But "despite their frugality, millennials are expected to spend money on lifestyle and entertainment more than prior generations."

They're also digital natives who are comfortable with using multiple channels to interact and engage with brands.

A study of millennial digital preferences by Trendera found that while this demo wants a relationship with their favorite brands and are willing to engage, it's become imperative for brands to create good content and interact directly with their fans.

"Brands need to be able to engage and respond in a matter of minutes, not hours," notes the study.

Pinpoint also found that since this generation knows the power of their dollars, they use it to pressure brands to advance social causes. Forty-three percent of that study's respondents said they had petitioned brands to stop advertising or sponsoring a person, show or event.

"Twenty-somethings understand their power as consumers, as workers and as future leaders," Pinpoint said.

Here's a look at the studies' other findings.

(UPDATE: Thirty percent of millennials said Twitter is one of their preferred social media platforms, tied with Instagram. An error in the study below omitted Twitter.)

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Infographic: a Glimpse Into the Millennial Mind

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Examining the millennial mindset first requires a look into the history of this coveted demo. For most, digital tech has always, or almost always, been a part of life. They lived through 9/11 and several international conflicts. And many came of age as the real estate bubble burst and the country's economy was rocked by the financial crisis.

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Marketing Mix of Diesel analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Diesel marketing strategy. As of 2020, there are several Diesel marketing strategies like product/service innovation, marketing investment, customer experience etc. which have helped the brand grow.

Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. This article elaborates the product, pricing, advertising & distribution strategies used by Diesel.

Let us start the Diesel Marketing Mix & Strategy:

Table of Contents +

Diesel Product Strategy:

The product strategy and mix in Diesel marketing strategy can be explained as follows:

Diesel is a major clothing brand having its business spread globally. The brand has a wide product range in its marketing mix & has a clothing line for men, women & kids. Some of the offerings of Diesel are:

Denim and Clothing: Denim, JoggJeans, Jackets, Leather Jackets, Trousers and Shorts, Shirts, Sweaters, Knitwear, Polos, T-shirts & Tops, Underwear, Beachwear

Shoes and Accessories: Footwear, Bags, Wallets, Belts, Accessories, Eyewear, Perfumes, Watches, Smartwatches, Technology, Bijoux & Gadgets

Kids: Denim, Apparel, Accessories

Most of the products of Diesel have a unique design and a rugged look. The product innovation team is high at work all the time to bring in new designs that stand out in the cluttered apparel market. They try to promote a life style by creating a style statement. They have licenses with top companies like Fossil to develop watches and jewellery, for eyewear with Marcolin and for fragrances with Loreal.

Image: Wikimedia

Diesel Price/Pricing Strategy:

Below is the pricing strategy in Diesel marketing strategy:

Diesel is a premium brand targeting the upper class society in the urban densely populated areas. It has created a brand culture, the Diesel way of life and charges a heavy premium for its high quality uniquely designed products. No two Diesel products are same even within in the same category. Diesel clothes can cost anywhere between $100 to $2000. The watches and shoes are priced based on the high value of products offered. The pricing strategy in its marketing mix is not competitive and customers pay a huge brand premium.

Diesel Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Diesel SWOT Analysis, STP & Competitors

Diesel Place & Distribution Strategy:

Following is the distribution strategy of Diesel:

Diesel directly manages around 20 subsidiaries across Europe, Asia and the Americas. It is present in more than 80 countries. There are about five thousand points of sale and about five hundred different sub categories. There are Diesel brand outlets in Mumbai, Hyderabad, Mangaluru and Bengaluru. Diesel stores are also present in major mall throughout the country.

Diesel also sells through Diesel Online Store and other ecommerce players like Amazon, Myntra and Flipkart.

The promotional and advertising strategy in the Diesel marketing strategy is as follows:
About Diesel:
Diesel's Creative Team has executed ground breaking advertising campaigns in collaboration with a variety of talents, from promising newcomers to leading names in the worlds of photography and art direction. Diesel's campaigns have generated shock, laughter and disbelief, as well as shelf-loads of awards. The Ads by Diesel were full of irony, intelligence, provocation and appeal. ''Be Stupid'' is one of the most famous Diesel brand campaigns. Here, stupidity does not really mean in the traditional sense. It means to be gutsy, spontaneous, creative and unpredictable. These are the core ideas that symbolise the Diesel brand. The "Go with the Flaw" Ad campaign highlights the out of the box thinking of the brand and showcases how its design eccentricities adds to the beauty and appeal of its products. The Ad campaigns are beautifully shot and the cinematography and editing shows the high quality and thought put behind them by the team. The clearly portray what Diesel brand is about i.e. quality and taking a different path and breaking the norms. Hence this completes the Diesel marketing mix.

Diesel is an Italian brand which sells jeans, clothing and other accessories which include watches, shoes etc. its headquarters are in Breganze in the Veneto region of Italy. In 1978 the Diesel brand was created by Renzo Rosso. He chose this name because it's easy to remember and spoken in similar fashion throughout the world. It signified an alternate taste in fashion as Diesel represented an alternative fuel during those times. Diesel has experienced extraordinary growth and has evolved from being a leading pioneer in denim into the world of premium casual wear, becoming a true alternative to the established luxury market. Diesel's brand stands for passion, individuality and self-expression. Diesel is an innovative brand which constantly tries to bring in new products and style. On an average, it produces around 3000 new products during every season. The company believes in providing authentic denims to its customers. To achieve this, they heat print a QR code into the jeans and any QR scanner on a cell phone can be used to authenticate the denim. Diesel have a loyalty program called D:Code which provides personalised birthday and anniversary gifts, exclusive sale previews, see new collections first and get behind the scenes access, unite at international parties. Department stores do not come under the purview of this program.

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Diesel Marketing Mix (4Ps) | Diesel Marketing Strategy | MBA Skool-Study.Learn.Share.

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Marketing Mix of Diesel analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Diesel marketing strategy. As of 2020, there are several Diesel marketing strategies like product/service innovation, marketing investment, customer experience etc. which have helped the brand grow.

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I have included my report here just in case it is inaccessible elsewhere.