Young people general lifestyle and shopping needs:
Success, fashion, beauty, fast and immediate rewards, openness, willingness to take risks and experience new things is quite strong, liberal values, it's ok to take loans, live on debts and not to think far away to the future, understanding that world is changing, looking for personally suitable traditions, tribality and looking for brands with similar values, this is linked to collectivism and group thinking,
These are strongly linked to Y-generation values such as TECH orientation, global mindset, international trends are important, travelling is lifestyle, building a internet persona, social media usage is high and even essential 24/7, people are linked internationally, english and living together with new ways of mobile communication ie. diginativeness. Technology is part of life and it helps.
Older people ways of doing things:
Familiarity, trust, emotions, relationships, history, saving and investment attitude differs from young, thinking about the young and new generations, older are more conservative, they follow more than go in the first line of trends.. Technology is necessary "evil" for some and not interesting part of life..
Needs in common and links to dept store values:
Traditions, local, family, international, all are looking for sustainable values and increased trust, good value for money is important (maybe more important for older, but also their understanding of quality differs between generations and people) need for secure environment, popularity, success needs and increasing appreciation towards nature, cleanliness & freshness in general. Values are changing.
Challenge examples to dept store:
To bring new trendy stuff, services and products quick enough to faster changing and global markets. To be trendsetter and trendy enough needs more visionary proactiveness and quicker decissions in purchacing and procurement procedures.
Saki
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