Maybe us Millennials aren’t as interesting as we think we are. According to a recent report detailed by Bloomberg, the ten favorite brands of the most “fashion-forward” Millennials are all basic AF.
Commissioned by Conde Nast and Goldman Sachs, the report surveyed both “mainstream consumers” and Conde Nast readers — which the company shamelessly defines as “fashioned-conscious and more affluent ‘It Girls’” — in an attempt to “highlight millennial shoppers and their favorite brands.”
The report found that the group’s 10 favorite brands are Victoria Secret, Sephora, Nike, Ulta, Nordstrom, Kate Spade, Michael Kors, Adidas, Gucci and Coach – a preposterously basic list.
Interestingly, the report also found that “fashion-forward women” aren’t “buying online as much as other mainstream consumers.”
“Fashion-forward consumers appear to be resisting [the] change to online shopping… [choosing] to spend a greater proportion of their dollars in-store than mainstream spenders.” They also “grant less mindshare to Amazon.”
“While the typical shopper ranked Amazon as their preferred retailer for clothes, it didn’t even make the top 10 for the so-called ‘It Girls’ in the survey.”
You can read more about it at Bloomberg.