Annotated sources

Annotations

This journal talks about the findings from the data they collected from developing and developed countries. It talks about the Millennials as a potent group that is very influential in the clothing industry and as an overall consumer. To organize their points, they talk about three different subgroups of Millennials, but also outline that Millennials need to be treated as a “niche market” because of their differing and unique styles. The authors explain that Millennials should be thought of as a market that differs in levels of ethical consumerism from person to person and that the contrasts in ethical awareness make following their patterns more difficult. What is interesting about this piece is that although all Millennials were seen as utilizing some level of economic consumerism, the final decision of whether or not to buy the product varied across countries. I believe this journal will assist in my explanation of Millennial’s buying considerations and habits.

 

The journal begins by stating that this study grew out of the understanding that this group has a massive influence on the economy. Not only do adolescents, or Generation-Y, specifically 18-22 year olds, have more money at their disposal, but they are using it to enhance their image and appearance. One of the most important findings this study outlined was that Millennials have brand and company loyalty. Since the generation as a whole is becoming more fashion conscious, there is an understanding that they will continue to go back to brands they like and are comfortable for them. The level of trust they have in a company is one of the main factors for their purchase and for their rate of returning to stores and brands. These explanations of thoughts and decision making is exactly the kind of findings that can support my qualitative data and theoretical framework.

 

This journal attacks the exact type of information I am investigating in my project. They are attempting to outline and explain the way products, clothing, technology, etc. is used and what Millennials think about exhibiting and owning these consumer items. They stated that their subjects, through open-ended questions, were much more negative when talking about people who exhibited their wealth. Although they were collectively negative when speaking about portraying status or wealth, they were much more positive when asked if they would consider buying these products. When they talked about the possibility or idea of owning and using these items, they thought much more positively than if others were to wear and own them. They also specified that the targeted demographic of perception were young professionals. After initially entering the workforce, the pressure to be professional and “put together” certainly contributes to this anxiety or perception of status and consumer products.

 

This publication talks about the transition that Millennials are causing surrounding the changes in attire and seriousness. What is meant by that is the “suit and tie” dress code is being replaced by business casual and even more casual then that. The desire for Millennials to be comfortable in the workplace is having reverberating effects on the business industry. Citing examples such as wearing flip flops to meet the President or having to institute a “tie Tuesday”, shows the trends and traditions are changing. The article also talked about the increase in piercings and tattoos in Millennials and how employers are somewhat forced to deal with it since so many people have them. The piece ends by talking about the best way to go about creating a dress code for an office and how to take Millennial’s preferences into account.

 

This publication lays out the situation at hand of who is apart of the Millennial generation consists of and what they look for out of a product and a company. The main theme this journal focused on is the more casual outlook in the millennial generation. For example, they talked about an Urban Outfitters store that had a coffee shop, hair salon, and other components that will allow young consumers to participate in multiple interests in one place. They also talked about the increase and affinity for wellness and health, as it is a primary indicator of being “put together” for Millennials. According to their research, Millennials will pay extra for things that are new, wholesome, and from quality companies. The reputation of the company is a factor that was focused on quite a bit, as Millennials understand the connotation that is carried with a brand. Members of this generation will continue to buy pricier products if the quality is worth it. They want companies and brands to entertain them and be apart of the solution for their marketing and consumer habits.

 

Since millennials are leading the consumer industry, this article talks about the movement that corporations are taking to try and appeal to the audience. Forever 21 was used as a case study to show that they are attracting more customers because they are becoming more modern and adapting their business model. Instead of creating clothing that has a “childish” or juvenile undertone, they are developing their products to become more appealing. Another important tactic stores like Forever 21 are using is the method of celebrity endorsement and modeling. By having celebrities such as Jennifer Lopez and Charlize Theron wearing their clothes, the mindset of millennials can change from being cheap or unpopular to trendy and legitimate. The idea of catering towards the millennial need is an interesting one and can be attributed to the power and control they have in the market. Since these stores are changing to cater to the needs of millennials, the stores and their alterations in marketing are a direct reflection of the young generation.

 

This study was conducted to see the awareness of health concerns of tanning in millennials. The experiment’s aim was to see whether or not millennials not only knew about the dangers and possible health concerns, yet cared enough to stop receiving sun exposure. What the study found was that although some of the millennials knew there was a problem with sun exposure they indulged themselves anyways. There was a large percentage of the generation that did not have a firm grasp on the health risks, which is certainly a problem in itself. The real focus area of this study for my purposes is that Millennials knew the health risks but were willing to take the chance for the benefit. The benefits being enhanced physical attractiveness and more confidence in wanting to be desired by their peers and others. The way this study was cross-examined was through an investigation of millennials with low self-esteem.

 

This short article talks about the fact that although millennials are constantly criticized for their arrogance and mental frailness, they actually have higher self-esteem and confidence then their baby boomer parents. What may have been perceived as cockiness is turning into confidence and acts as a sincere juxtaposition to the contemporary thoughts of the Millennial generation. This article has been an assistant in explaining the behavior and attitude of the adolescent generation.

 

The foundational point of this study is that the global recognition or perceived brand “globalness” of a firm is a massive indicator for the choice to consume by a customer or consumer. Another interesting assertion made was in the thought development of these Millennials. They introduced Nike and its RED campaign, which brought more global notoriety to an already macro scale company. The difference is that this movement allowed for Millennials to be apart of it and could identify with the company and movement, which also caused many members of the generation to buy. Millennials were also understood to have accumulated knowledge of a brand and use that to their choice of buying or not buying from a certain company. With a company such as Nike that promotes so much and has a positive reputation, millennials are more likely to purchase products from a name they know and has a high degree of status socially.

 

This article outlines the issues that Millennials are having from social media and the general stereotypes of their generation. The authors clearly layout the issue of Millennials constantly checking their phones and being dependent upon the satisfaction that is gained from having someone like a photo, status, or social media update. While the generation does this to try and curb their anxiety, it actually creates more uncertainty and anxiety from waiting on other people to validate these millennials. Furthermore, the piece also talked about the practice of sharing and constantly updating what kinds of vacations you’re going on, things you’re buying, etc. By doing this millennials not only show off to their followers, but they also stay consistent with their friends and enhance their own status. There is also the attempt to become some sort of micro-celebrity or popular individual through social media. Although the article mostly talks about the ways millennials are engulfed in their persona and status, they also say that millennials are a promising generation and have strengths that can contribute to society.

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