The Stylight Guide to

German Millennial Women

Objective

To share insights with you about Stylight’s target demographic, Millennial women in Germany, based on desk research.

To be able to deliver value to our target demographic through online shopping and content, and in turn become the fastest growing digital fashion magazine and fashion

app for Millennial women in Germany.

1 Who are The Millennials?

2 What makes German Millennial Women Unique?

3 How do Millennial Women Shop?

4 How do Millennial Women Consume Digital Media?

5

What do they Expect from a Women’s Magazine?

Who are The Millennials?

The basics:

Born in the years 1980-2000

Larger generation than baby boomers and Gen X

More common values and characteristics than previous generations

Who are The Millennials?

According to the Nielson group, these values and characteristics include:

• Diversity, expressiveness and optimism• High entrepreneurial spirit despite low net worth• Connected, and demanding personal interaction with the brands they consume• Deal shopping and authenticity seeking• Driving a social movement back towards cities

What makes German Millennial Women Unique?

Priorities in life: Work before family, and children before marriage

Source: Telefónica Global Millennial Survey (2014)

Overwhelmingly Optimistic

•Millennial women in Germany are positive about their own future: 77% said

they are fairly or very optimistic about the future.

•In terms of life satisfaction, 83% are very or fairly satisfied with their lives.

•German Millennial women believe a good infrastructure, flourishing foreign

trade and the educational system to be Germany’s strong points, while the

greatest problems result from social inequality and unemployment.

What makes German Millennial Women Unique?

Source: Telefónica Global Millennial Survey (2014)

Source: iBusiness, Elf Gender-Commerce-Trends: Warum alle Shops weiblicher werden müssen

What makes German Millennial Women Unique?

Increase in purchasing power

•The employment rate of German women (all ages) is increasing steadily.

Between 1999 and 2013, it has grown from 57 to 69 percent.

•The total purchasing budget per quarter of women has increased from 629 to

671 euro from 2012-2013, while the men’s budgets remained the same.

•The willingness of women to buy very expensive products online has also risen

from 614 to 900 euro from 2012-2013.

How do Millennial Women Shop?

Reasons for shopping offline:

•They like to feel the textures and try the items on to see how it fits them before buying. Often times they are also seeking feedback from friends or shop employees.

•For some women, the journey itself is the goal. The walk from one store to the next throw the city center can be meditative. Shopping can also be a social activity - a way to connect with friends.

How do Millennial Women Shop?

Reasons for shopping online:

•To check product ratings and reviews or feedback on retailers, to confirm that both product and vendor provide the best value and service (price for example).

•Access to more sizing and a greater variety.

•To buy from a retailer’s website if they want a product when stores are closed.

•Efficient use of time, and a less stressful shopping experience.

How do Millennial Women Shop?

When shopping online, a Millennial user is more likely to make a purchase:

85% of German millennial women own a smartphone, the highest percentage globally. 82% own a personal laptop.

Source: Telefónica Global Millennial Survey (2014)

How do They Consume Digital Media?

Source: Telefónica Global Millennial Survey (2014)

Compared to Americans who used their smartphone or tablet to shop (27%), German Millennial women are still lagging (8%)

How do They Consume Digital Media?

How do They Consume Digital Media?

When German Millennial women were asked to characterize the impact personal mobile technology has had on areas of their lives, Entertainment topped the list (85%), followed by social life (82%) and access to news (81%).

What is Expected from a Women’s Magazine?

The magazines are not just fashion magazines. The idea is to use fashion and the body to

move into broader discourse on a variety of topics (sex, love, popular culture, etc). Based

on Milllennials women’s statements on online forumes, we figured out what’s on her mind

and how magazines respond to her concers.

‘I want to look good’ Magazines provide creative style inspiration and ways of putting

together items she already owns or wishes to buy.

'I want a boyfriend' Dating tips, advice about clothes, hair, and make-up that makes her

more confident about her appearance.

What is Expected from a Women’s Magazine?

'Is my boyfriend satisfied with our sex life’ Tips to women who do not yet have a lot of

sexual experience.

'What are the celebs up to?' News and interviews with celebs to show who they are

behind the scene. Pretty wedding dresses, gorgeous men, and lots of schudenfrude.

'How do I decorate my home with good ideas' Good taste comes from learning about

good ideas around you. Women like this stuff as much as men like their sports and cars.

'I am bored and tired' Women buy these magazines when they are commuting and they

want to chill out. It's a break from a dull day for a few moments' relaxation.

A few big take aways

Millennials strive to be informed and empowered. They have access to information and

the willingness to explore their options.

They are accessing online entertainment sources mainly via referrals, and organic search

results. They are savy technology users, who care what their community thinks.

They are career driven, and value time saving. They are earning and spending more.

The topics they are interested in span well beyond fashion. They are looking for advice to

assist them in making informed decisions.

“ I just want to take a break from thinking about important

things and let my brain relax for a while. I can only

ponder about the meaning of life for so long.”

Sources

Characteristics of the Millennial Generation, 2003Telefónica Global Millennial Survey 2014, October 2014.iBusiness: Warum alle Shops weiblicher werden müssen, July 2014USA Today: Generation Y, 2005. Millennials Breaking The Myth, 2014

http://www.millennialmarketing.com/who-are-millennials/http://cocainemodels.com/modemagazine/http://digitalmarketingstrategiessummit.com/assets/files/presentations/Mancini_Report.pdfhttp://www.fandm.edu/uploads/media_items/stein-2013-me-generation.original.pdfhttps://www.telefonica.de/file/public/883/20130604-Factsheet-Global-Millennial-Survey-en.pdf?attachment=1https://www.google.de/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0CCMQFjAA&url=https%3A%2F%2Fwww.telefonica.de%2Fmillennial-studie.html&ei=8Bl_VPWEJYfVaqWlgcgM&usg=AFQjCNFe3S-oLRMWlqXzuqKInK8fXYYELQhttp://www.ibusiness.de/aktuell/db/873280veg.html?showkey=9167b36fd53bdefc5414b805c25f328dhttp://www.ibusiness.de/aktuell/db/873280veg.html?showkey=9167b36fd53bdefc5414b805c25f328dhttps://www.telefonica.de/file/public/883/20130604-Factsheet-Global-Millennial-Survey-en.pdf?attachment=1https://www.telefonica.de/press/press-releases/company/news/5700/telefonica-global-millennial-survey-money-isnt-everything-young-german-adults-prefer-fun-at-work-and-a-good-working-environment.htmlhttps://www.telefonica.de/file/public/883/20130604-Factsheet-Global-Millennial-Survey-en.pdf?attachment=1http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture-Outlook-Who-Are-Millennial-Shoppers-What-Do-They-Want-Retail.pdfhttp://www.dpdhl.com/en/media_relations/press_releases/2012/quality_of_life_with_e-commerce.htmlhttp://www.quora.com/Why-do-women-read-fashion-magazines-which-seem-pretty-stupid

The Stylight Guide to

German Millennial Women