Gen BuY · How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail by Yarrow, Kit -- Read -- Imperial Library of Trantor

Index

Praise Title Page Copyright Page Dedication Introduction

We Have to Go Shopping Insights in the Bag

Chapter 1 - GENY IS FROM MERCURY

The Two Greatest Influences The Big Four Gen Y Characteristics

Chapter 2 - THEY SHOP LIKE THEY’RE FROM A DIFFERENT PLANET FROM THEIR PARENTS, TOO

The Giant Force of Their Digital World Brand Love Transparency and Authenticity It’s the Glue Seeing Stars Fast Fashion Buying High——and Low

Chapter 3 - THE WHYS BEHIND THE BUYS

“Shopping” Is the New “Weather” Things Create Community Shopping Is a Mental Vacation Shopping Is a Way to Prepare and Feel More in Control Shopping Well: A New Olympic Sport? Shopping Centers and Malls Are Increasingly Integrated Into Our Lives We Buy for Hopefulness From Bridezilla to . . . Promzilla! The Dark Side You Need to Know Y’s Whys

Winning Y’s Heart Means Investing in a Relationship Generation Chasm Life’s Lessons and the Mall It’s a Revolution! A Generation Gaplet and The Facebook Factor An Opportunity Through Empathy Looking for Safe Harbor in a Sea of Hormones Reason and Rebellion Think Different Socially and Psychologically Money, Money, Money KGOY or KGOL? Sampling Roles to Find Your Style Crafting Your Identity from the Reaction You Get from Others The Kid-to-Marketer Relationship Is Like the Kid-to-Parent Relationship Using Stuff to Manage Group Relationships Celebrities Are Our Hometown Hotties The Fame Game Not Just Fame, But Influence——and Opportunity

Chapter 5 - SEX, LOVE, AND SHOPPING

Wanting More No Substitutes, Please Gender Convergence Appearances and Technology The Evolution of the Sexes——at the Mall How to Woo a Man The Truth About Men and Fashion Women: It’s a Social Thing Word of Mouth Sex! Sex! (Really, This Time) Dating Starts at Twenty-Two Can’t Buy Me Love

Chapter 6 - INFLUENCE: THE FORCE THAT IS GEN Y

How They Put Their Mark on Retail Their Parental Push Mommy Youngest How Y Moves Marketing and Sales Flip-Flop Phenomenon The Gen Y Clerk Conundrum The Y Factor

Chapter 7 - WHAT WORKS WITH GEN Y

The Emotional Talking Technology It’s Social, It’s Networking, and It Works Associations, or “If You Like This, You’ll Love Our Product!” Truth, Action, and Collaboration: How to Research and Reach Gen Y In Conclusion: Our Top Four Tips for Marketing to Gen Y

Chapter 8 - ADAPTING TO GEN Y’S SHOPPING PREFERENCES AND POWER

Be True to Your “Cool” How Retailers Can Reel Gen Y In Activate the Store——and Make It “More than a Store” Create Communication Communities Reaching Gen Y Through Technology and Experience Design Reaching Gen Y Customers by Engaging Gen Y Employees Interactive, Not Reactive The Future of Market Research Reaching Their “Mirror Worlds” The World of Commerce in Their Hands Roadblocks on Easy Street

Notes Acknowledgements About the Authors Index