Generations!

A consumer’s idea of the perfect shopping experience differs from person to person and even more so from generation to generation! The type of shopping experience expected for a 53 year old woman is nothing like that of a 13 year old girl. For example, the 13 year old (known to be from the Z generation) would have a better experience if she were shopping in an upbeat environment with loud music and bright colors. A place like limited too would be her ideal place to shop for apparel. Now when it comes to the 53 year old woman (and baby boomer) I think of women like my mother and shopping for clothing is not on her list of priorities. She’d prefer a place like JC Penney’s. It’s affordable and has a variety of everything all in one place. Now on the other had a 31 year old women (generation X) is at the peak of her prime, career wise and, is more than likely a working mother. She might prefer to shop somewhere like Macy’s. A trendy place with nice fashion to help keep her young, not too pricey but still a place that carries designer names. A 23 year old (generation Y) can also be seen in Macy’s for the newest fashions. The one generation I haven’t mentioned yet is the silent generation. I feel this generation (born1925-1945) would probably prefer the shop from a catalog only to avoid the hassle of the streets. Shopping from home allows them shop at their own pace instead of having to keep up with everyone else’s.

Generational Cohorts Generation X - Known as the "Baby Bust", due to a sharp decline in birth rate, individuals born between the twenty year time-span from 1960 to 1980 are characterized as being "apathetic, cynical, disaffected, streetwise loners and slackers". However, they also hold popularity as being the most entrepreneurial laden, technologically-innovative group in America .
Following the Baby-boomers yet preceding Generation Y, Gen X-ers have experienced their fair share of heartache and triumph. Their birth marked the end of the cold war as well as the Regan administration. They witnessed the collapse of the USSR and the Berlin Wall. Also notable were the very loose gender roles that defined women and the rigid gender identification of men, the fierce boom of women in the male-dominated workforce, the decline of marriage and the lack of mainstream religion. Most importantly they saw the rise of America as the superpower it is today. This action single-handedly influenced what events took place, what trends were seen, and what type of adults Gen X-ers grew up to be. As consumers Gen X-ers compose almost one-fifth of the US population while consistently spending $125 billion each year. They have a great "affinity for technology, fast spending, and more impressed by personal style than designer price tags." Categorized into three groups: college and graduate students, young professionals, and married couples. Business ownership is prominent within Gen X-ers, while others within the group float from career to career with ease. Their life is defined by coffee shops, intense sports, and explorative vacations. Retailers such as The Gap dominate clothing purchases made by Gen X-ers.