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If the majority of your shoppers are from a particular generation, you may want to shift some of your online clothing store’s priorities.
To a large extent, people’s values, beliefs, opinions, and how they navigate life differ based on which generation they belong to. And their internet browsing and shopping habits are no exception!
Some adults were only introduced to the internet in their 30s and 40s, while other young adults are digital natives. And in fact, how old a user was when they began using the internet influences how they use it.
Generational behaviors
In the US, just about everyone is online. In 2023, in the 65 and older group, 88% of adults used the internet. While it’s the majority of that group, it’s the lowest populational usage among all the age groups. Among the other age groups, between 96-98% of the adults use the internet.
While there are always outliers and exceptions, there are some general guidelines about how to best market and engage with online clothing shoppers based on their age. Combined with detailed target demographic research, these guidelines can inform how you optimize your shopping experience along with your marketing and branding efforts.
Generation X
Be practical and provide value
Generation X is pragmatic. Communication with Gen Xers needs to be direct and to the point. No nonsense. They need to see the value in anything they buy and the best way to demonstrate value to Gen Xers is through practicality. This will play out in a number of different ways for an online clothing store.
All garments need to include detailed product descriptions. Gen X users need quick and convenient access to information about design, fit, fall, materials, care instructions, and sizing. This will allow them to make informed decisions before purchasing.
When it comes to sizing, providing as much information is a good idea, including comprehensive size charts with accurate measurements. Size charts should include both body and clothing measurements, i.e., shoppers should know the garment measurements for each size as well as the body measurements they’re intended to fit.
In addition to size charts, adding a size recommendation tool to your online clothing store is a good way to make size selection more practical. Whereas size charts require measuring, size recommendation tools can provide Gen X users with an accurate size recommendation with just some basic user information.
Make things easy
Gen Xers are comfortable using the internet and technology, but they aren’t digitally native like younger generations. Because of this, everything about online clothing stores needs to be easy, from how users navigate the website to how they complete purchases. The entire process needs to be convenient and flexible.
At checkout, accepting multiple payment methods and options is definitely a good idea to add to making the overall experience easy. If shoppers need to make returns, exchanges, or inquire for more information about products, the appropriate channels and actions to take should be very clear.
Nurture loyalty
If your online clothing store can deliver value to your Gen X buyers, they’re very likely to become repeat, loyal buyers. There are some different ways to capitalize on this and try to nurture loyalty among this generation.
Firstly, you should use a newsletter to keep your shoppers in the loop with your store. Make sure newsletter content is valuable and succinct. It should provide readers with minimal information to stay up to date with your latest promotions and product offerings.
Loyalty programs, sales, discount coupons, and referral codes are also all great options to foster loyalty among older buyers.
Generation Y
Make your value clear
Unlike gen Xers, millennials either grew up with the internet or were introduced to it at a young age. They browse the internet differently and have different shopping habits. Millennials are most likely to have banner blindness, meaning they tend to ignore information presented in banners, i.e., ads. They get their information in other ways.
Millennials ignore ads in favor of reading reviews. They want to hear the opinions of others to make up their mind. Likewise, they’ll be happy to share their experience with anyone who asks. They’re looking for value and they’ll pay a premium for it. So make sure that your value is clear when shoppers browse your online clothing store.
Your website and content should help convert shoppers who are unsure about shopping from your brand. Being present on social media is also essential so your customers can share their experiences with you and other potential buyers.
Provide a seamless experience
Millennials are thoughtful shoppers. Any experience they have with your brand needs to be a positive one. Across your brand touchpoints, you need to speak to shoppers in a way that matters to them.
Communication includes any and all messaging related to your online clothing store. Your brand values should be clear across all channels, whether shoppers are engaging with you on social media, through customer service, or any other touchpoint.
You need to provide amazing customer service to address the questions, comments, and concerns of would-be and current clients. In regard to client doubts, a size recommendation tool is a good way to address any confusion shoppers may have in picking out the right size.
Generation Z
Be on social media
Gen Z shoppers are digital natives. They’ve grown up with the internet, and tend to be very active on social media. The way they communicate with each other is different and largely dictated by the internet. This comfort with the internet also means they’re the most likely to buy off of social media.
If your online clothing store is targeting Gen Z shoppers, your brand needs to connect with them on social media. This means keeping your profiles active for interaction, keeping up with the latest trends, and encouraging user-generated content.
User-generated content helps market your clothing and strengthen your brand’s community. It’s also a great way to construct a brand narrative and make shoppers feel heard.
Connect with influencers
For digital natives, a little influencer marketing can go a long way in promoting your online apparel store. Influencers have followings that admire and trust them, which means they can drive consumer behavior.
Influencer collaboration works because it’s authentic. Gen Z shoppers seek out genuine connections with authentic brands. Unlike traditional advertising, influencer marketing feels more relatable. For Gen Z shoppers, an influencer they admire making a clothing recommendation feels more like a friend talking to them than an advertisement.
Collaborating with influencers whose followers align with your shoppers’ interests and preferences is essential for partnerships to make sense. The influencers your brand works with allows you to reach your target audience directly.
By resonating with the right people, influencers can showcase your clothing in relatable contexts and real-world scenarios. And since they’re trusted voices in their respective online communities, they help your brand build credibility and trust among the right people.
Focus on your mobile shopping experience
Since Gen Z shoppers are the most likely to buy off of social media, make sure to optimize your online clothing store’s mobile site.
Imagine a Gen Z shopper sees one of their favorite influencers wearing one of your brand’s garments. If they want to buy that garment, going from the content where they saw it to the checkout page on their smartphone should be quick and easy.
As part of a smooth and convenient shopping experience on mobile, Gen Z shoppers should have access to a size recommendation tool. Gen Z shoppers have shorter attention spans than older generations, which means they may be more likely to abandon their cart if they’re unsure of what size to order. And as digital natives, you can be sure they won’t go looking for a measuring tape to find their size with a traditional size chart.
Every shopper is unique
We can make general observations about differences in internet browsing and shopping behaviors between generations, but people are unique. Don’t prioritize the general behavior of a generation over the behavior of your store’s shoppers.
The best practices we’ve listed in this article can enhance the experience of any shopper, regardless of generation. But you won’t know what makes sense for your online clothing store until you’ve gathered some data.
Maybe for some Gen X shoppers, influencer marketing makes sense. Maybe the best way to build a community with some Gen Zers is through a digital newsletter. To know what to prioritize and the best marketing strategies for your online clothing store, you need to conduct research with your shoppers and the people you want to appeal to.
And don’t be afraid to ask for feedback from your shoppers! This is one of the easiest ways to identify areas of improvement and build customer loyalty.
If you’re interested in making your online clothing store more appealing to shoppers, striving to make it more sustainable can help. Download our e-book about sustainability to learn how lowering your store’s return rate increases sustainability.