Generational shopping behaviors are defying long-held stereotypes. Our latest research reveals surprising insights that challenge how retailers serve different age groups.
Beyond the Myths: What Generations of Apparel Shoppers Really Want
April 4, 2025
In WWD we explore the results from our new apparel report, sharing surprising insights and key takeaways for retailers.
The young woman scrolling on her phone in the store isn’t avoiding interaction — she’s overwhelmed by too many choices and can’t figure out where to start.
The Boomer methodically browsing racks isn’t settling for basics; she’s trying to piece together looks that retailers have failed to showcase. These insights from ChangeUp’s recent nationwide study of over 2,000 apparel shoppers don’t just challenge generational stereotypes. They expose a critical misalignment between how retailers perceive shoppers and what those shoppers actually want.
“The disconnect between brands and shoppers is costing retailers significant opportunities,” says Lynn Gonsior, chief operations officer of ChangeUp, the experience design agency behind the research. “When we strip away generational myths, we uncover a much more nuanced reality about what drives purchasing decisions across age groups.”
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