The Usography team coded a number of dimensions for the Millennials Multichannel Apparel Shopping ethnography. Here’s the highlight video for personality of clothing:
Retail Ethnography by Usography: Personality of Apparel from Paul Bryan on Vimeo.
Usography conducted shopalongs with millennial females to determine possible access mobile commerce access drivers in common shopping experiences. As I mentioned in previous posts, we discovered interesting dimensions of decision-making. The clip below highlights one area of findings: the personality of clothing.
Retail Ethnography by Usography
Based on a number of reports I’d read on millennials and technology uptake, I expected female millennials in a recent Usography ethnographic study to have an interest in mobile apparel commerce. I was surprised at how uninterested most of the participants were. There were three main reasons that seemed to emerge from the transcripts:
1) Mobile shopping is not as relevant as web shopping for some millennials. They text constantly, but don’t yet shop with their phone.
2) Shopping enthusiasts enjoy shopping with physical touch so much that mobile shopping is a minus
3) Mobile is an intrusion for some millennial lifestyles
We will continue the study this fall to determine how much the millennial mobile wave is wishful thinking.