After a few months working on my Master’s thesis, I am happy to share now the main findings of my research!
The main goal of this study was to better understand the consumer journey and compare the main differences in behaviour between Millennials and Generation X, when in their path to purchase fashion products. The findings can provide some insights on how they perceive the online efforts planned by fashion brands. Mobile apps, social media and websites were the focus of my study, and around 180 consumers living in Dublin were surveyed. It is interesting to notice how consumers’ habits change according to the generation they belong to, and according to each stage they are in their journey to purchase. Check out the main findings below: