Close
 

Upcycling trends: How Millennials and baby boomers cross over

  • News
  • August 11, 2016
  • Denise Piper
Upcycling trends: How Millennials and baby boomers cross over

Nineteen-year-old retailer Benjamin Dobbs says he has been pleasantly surprised with the response to his shop from Mackenzie Country’s older generation.

His Fairlie store, Blank Space, stocks New Zealand clothing brands like Federation, Huffer and RPM – streetwear designed with teenagers and 20-somethings in mind.

But Dobbs has found a number of older customers buying the garments and wearing them their way. He gives the example of a woman in her 60s who bought a short Federation 'Sketch' dress.

“There are so many older people – around the 60-year-old mark – buying these dresses, which are 18-year-olds’ dresses, and putting them on with heels and leggings."

“Everything on my racks I’ve seen both ages buy. I was quite surprised.”

But Theo de Monchy, Previously Unavailable’s innovation planner, believes the motivation of Millennials and baby boomers is quite different, when generalised.

The Millennial generation is driving the need for companies to solve a social issue or right the wrongs of past generations. He gives the example of Eat My Lunch, a New Zealand company who gives one free lunch to a Kiwi child in need for every lunch sold.

Baby boomers, with their high disposable incomes, have helped drive the trend for organic, sustainably grown foods and high-quality products, de Monchy says.

But while these two trends have similarities, the distinction comes in the reasons for making these buying decisions, he says.

“Millennials do it to first support a company’s cause and second to buy a quality product, whereas baby boomers do it first for the quality of the product and second for the difference they can make.”

Retailers can make the most of these trends by being transparent about their purpose and offering a more authentic experience, de Monchy says.

“I think retailers need to realise that consumers are no longer just a mass crowd to be sold to but, rather, they are discerning individuals that need to be engaged with.” 

Juanita Neville-Te Rito from The Retail Collective believes there are many overlaps between older and younger generations.

Millennials are early adopters of technology and have pioneered “frictionless retail” – where they can buy whenever, wherever and however they want. But this has quickly been adopted by other generations, she says.

Younger customers have carved out many trends now taken up by older generations, from leisurewear to the gourmet burger trend. Brands like Adidas, Levi’s, Lewis Road Creamery and Burger Burger appeal to multiple generations, Neville-Te Rito says.

“The Millennials are the ones seeking it out more, but the older guys have got more disposable income: they’ll give it a go as they want to be part of the tribe.”

Neville-Te Rito says it is hard to generalise generations, with segments now being based on lifestyle, rather than age. Whether you are a NETTEL (Not Enough Time to Enjoy Life) or a KIPPER (Kids in Parents’ Pockets Eroding Retirement), part of the Sandwich generation (caring for parents and dependent children) or a Silver Styler (cosmopolitan retirees), depends on your situation, she says.

Likewise, some of the older generation save their pennies to leave a legacy for their children, while others spend their income on themselves because they have “damn earned it”, she says.

Like de Monchy, Neville-Te Rito says catering for all these different lifestyle segments involves offering a rich experience, with high-quality products, accessible – or at least researchable – online.

“The key trend is we’ve got an ageing population, they’re more educated and have more disposable income than before. They want a total retail experience.”

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

Hunting & Fishing New Zealand voluntarily pulls military-style assault weapons from sale

  • News
  • March 20, 2019
  • Sarah Dunn
Hunting & Fishing New Zealand voluntarily pulls military-style assault weapons from sale

In the wake of the attack on Christchurch’s Muslim community on March 15, strong calls for changes to New Zealand’s gun last have been made. Trade Me was the first retailer to act, halting the sale of all semi-automatic weapons on its platform, and it has now been joined by Hunting & Fishing New Zealand.

Read more
 
 

Superette to open new concept store showcasing international brands

  • News
  • March 20, 2019
  • The Register team
Superette to open new concept store showcasing international brands

Apparel boutique Superette has announced it will open an ‘international flagship’ in Newmarket on April 4. The store will feature handpicked products from both established and emerging international designers.

Read more
 
 

What businesses can do to help support Christchurch and the Muslim community this week

  • Opinion
  • March 19, 2019
  • Rosie Collins
What businesses can do to help support Christchurch and the Muslim community this week

As many New Zealanders go back to work for the first time today since Friday’s attacks, feelings of anger, sadness, numbness, apprehension, and confusion will be shared around the country. Rosie Collins is the managing director of Step Changers, a registered charity working to normalise corporate social responsibility in New Zealand. In the wake of the Christchurch terror attack, she shares three ways businesses can help both their staff and the wider Muslim and Christchurch community this week.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

China and New Zealand’s year of tourism

  • Opinion
  • March 19, 2019
  • Juanita Neville-Te Rito
China and New Zealand’s year of tourism

Think about how to best welcome Chinese tourists into your store this year.

Read more
 
 

Coca-Cola reveals how much plastic it uses

  • News
  • March 19, 2019
  • Radio New Zealand
Coca-Cola reveals how much plastic it uses

For the first time, Coca-Cola has revealed it used three million tonnes of plastic packaging in one year.

Read more
 

Profits for The Warehouse on the rise after restructure

  • News
  • March 19, 2019
  • Radio New Zealand
Profits for The Warehouse on the rise after restructure

The Warehouse has made a solid first half profit as it continues to restructure and invest in digital services.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}