2017 Millennial Shopper Survey

How Social Media Influencers Impact Purchasing Decisions

Winter 2017
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Over the past decade, the fashion retail industry has been fundamentally reshaped by the rise of mobile apps, social media and lifestyle influencers. More than ever, consumers are turning to bloggers, Instagrammers and YouTubers for fashion ideas and advice while increasingly tuning out ads and ignoring traditional media and celebrities.

Millennials, as the first digital native generation, have been particularly impacted by these digital trends. The Millennial generation is also rapidly becoming the economy's core consumers, spending an aggregate of $600 billion per year and expected to spend $1.4 trillion annually by 2020, representing 30% of total retail consumption.

In this report:

  • Access the latest research on how female Millennials discover, evaluate, and buy fashion
  • Learn how Millennials' perceptions of social media influencers are evolving in 2017 and 2018
  • Understand the brand attributes these Millennials value most when it comes to fashion
  • Gain key insights into how fashion brands must approach influencer marketing for Millennial customers