Which Eight Brands Did Female Millennials Name as Favorites?

Resonate, an analytics and media company, revealed key motivations and values of female millennials. In a survey of more than 42,000 individuals, female millennials reported that they are 35 percent more likely to value sharing experiences and 17 percent more likely to value learning and knowledge in their daily lives.

The apparel industry must understand and speak to these motivations in order to engage the projected 30.3 million female millennials in the U.S. who make retail purchases. This coveted group of consumers is also more likely to choose products that are family-friendly and fun or exciting. Forever 21, H&M, Urban Outfitters, and Express topped the list of preferred clothing retailers. Aldo, Steve Madden, Journeys, and DSW led for shoe retailers.

"In such a competitive marketplace, retail brands must speak to the deep values and motivations of their customers to win," said Bryan Gernert, Resonate CEO. "Understanding what drives one of the most sought after consumer audiences – female millennials – will determine which retail brands come out on top this holiday season."

Female millennials' tendency to share extends through to social media behavior and platforms, where they are 79 percent more likely to be heavy social media users. They are 146 percent more likely to use Snapchat, 119 percent more likely to use Instagram and 99 percent more likely to use Pinterest. Additionally, 46 percent download retailer apps and 57 percent follow retailers on social media to optimize discounts and sales.

The Resonate platform encompasses over 4,500 demographic, psychographic, motivational, behavioral and appended attributes that are available for audience segmentation and real-time analysis. Retail-specific information includes retailer and apparel orientation, department and specialty stores, product attributes, luxury and affordability, mass merchandisers and warehouses, online and mail order, home improvement, electronics, pharmaceuticals, jewelry, male and female specific purchases, children's retail, shoes, outdoor and athletics, and personal values.

To learn more about the retail preferences of female millennials, click here.
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