Fashion-Forward Shoppers Spend More, Swayed by Social Media

Consumers who describe themselves as "Fashion Forward" are at least twice as likely as other consumers to spend more on a wide range of consumer products, including apparel, and are most likely to refer friends and colleagues to their preferred retailers, according to a survey from Acxiom.

Two-thirds of such trendy consumers are Millennials (AKA Gen Y, those now roughly age 18-33) and are most influenced by new media channels when making their buying decisions.

Media Influences

The most influential "new media" channels for reaching all apparel shoppers are the well-established ones: Email (25%), Internet advertising (19%), and word-of-mouth (34%).

Millennials, however, are more likely to be influenced by those channels: Email (32%), Internet advertising (27%), and word-of-mouth (39%).

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