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Beyond the Myths: What Generations of Apparel Shoppers Really Want

The young woman scrolling on her phone in the store isn’t avoiding interaction — she’s overwhelmed by too many choices and can’t figure out where to start. The Boomer methodically browsing racks isn’t settling for basics; she’s trying to piece together looks that retailers have failed to showcase. These insights from ChangeUp’s recent nationwide study of over 2,000 apparel shoppers don’t just challenge generational stereotypes. They expose a critical misalignment between how retailers perceive shoppers and what those shoppers actually want. “The disconnect between brands and shoppers is costing retailers significant opportunities,” says Lynn Gonsior, chief operations officer of ChangeUp, the experience design agency behind the research. “When we strip away generational myths, we uncover a much more nuanced reality about what drives purchasing decisions across age groups.” The Universal Desire for Better Basics What’s most striking in the findings is what’s working across generations and what isn’t. While retailers pour millions into the latest tech initiatives, shoppers are begging for something much simpler: stores they can actually navigate without feeling lost, merchandise that’s logically organized and spaces that inspire them and don’t trigger sensory overload. Take Boomers, for instance, only 33 percent of them report they feel inspired by the in-store experience. It’s not

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