Shopping, especially for college women, is much, much more than a quick exchange of money and product. There’s a lot going on in the minds of millennials and Gen-Zers regarding their purchasing decisions. We chatted with a panel of college women at the Her Campus Media College Marketing Summit, and we got some great insight into the minds of four fashionable millennial women with some deeper thoughts about shopping. They shared with us the truth behind what they think of brands and, more importantly, how brands can convince them to make that sought-after purchase decision.
It’s no secret that most college students aren’t made of money. With exorbitant college costs and no steady full-time income, they’re not necessarily the wealthiest market to tap into - but they’re still easily one of the most desirable. That’s because college students are finally out of their parents’ houses and able to make their own decisions, so it’s key to catch them now in order to turn them into long-time customers.
We all know college women are busy. They have classes, extracurriculars and social events filling up their days (and nights), so they’re not going to read the newspaper cover to cover or turn on the evening news (let’s be honest—they probably don’t even have a TV). So how do college women consume news? Let’s take a look.
Thanks to years of traffic and audience data coupled with our editors' nuanced eye, there are underlying themes we’ve identified that resonate with our female college readers again and again. Thinking through these mechanisms can give you additional insight into the editorial process as well as offer takeaways for marketers as you think about how to apply some of these threads and themes to your own brands and campaigns.
Asking for an iPad for Christmas is so 2010. This year's trailing millennials have their sights set on looking stylish AF—and with a padded wallet to boot. When it comes time to hit the malls (or the cyberworld) to gift that female millennial on your list, what’s a yay and what’s a nay? You don’t want your gift to turn into a re-gift.