VMSD - March 2012 - (Page 28)

THE DESIGN FIRM ISSUE: TREND REPORT SERVING GENERATION Y-NOT Millennials may represent the largest, most influential generation of our time, but they’re also known for being incredibly finicky, demanding and brand-loyal. Here, design firms share insight and ideas on what makes these shoppers tick. By Steve Kaufman, Editor at Large She walks into your store, iPhone in hand. She’s ready to shop, and she assumes your store is set up to interact with all the apps on her mobile device. She’s a millennial, the biggest, most influential generation since baby boomers flooded the suburban malls, credit cards stuffed in their Gucci bags. By 2015, says Marcie Merriman, executive vp at Big Red Rooster (Columbus, Ohio), there will be 85 million of them. But millennials, though the children of some boomers, are not like their parents. “Those guys rode 28 MARCH 2012 | vmsd.com the crest of a 50-year economic surge,” says Bruce Dybvad, ceo of Interbrand Design Forum (Dayton, Ohio). “This generation has been influenced by a different set of circumstances. They’re frugal, trying to get more for less, acquiring luxury but at a good price.” “This generation” is generally identified as having been born between 1980 and 1995, the oldest of them approaching adulthood at the dawn of the new millennium. And what defines them, says Nicole Rehfuss, senior associate at Little (Charlotte, N.C.), are September 11, the digital world they grew up in (Turn to page 30) http://www.vmsd.com

Table of Contents for the Digital Edition of VMSD - March 2012

VMSD - March 2012
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Design Detail
Urban Adventure
Serving Generation Y-Not
Retail Design Firm Resource Guide
Our Time Is Now
Made in the Shade
Showroom
Ad Index
Checking Out

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