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Generation Y and online fashion shopping: Orientations and profiles

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  • Ladhari, Riadh
  • Gonthier, Jessica
  • Lajante, Mathieu

Abstract

The goal of this research is to segment Generation Y female online shoppers according to their psychographic, demographic, and behavioral characteristics. Data were collected from members of two consumer panels of a women's fashion retailer. In total, 538 women who made purchases on the fashion retailer's website completed the survey. The results reveal four approaches to online shopping: trend shopping, pleasure shopping, price shopping, and brand shopping. Six shopping profiles have also been identified, each with different objectives: price shoppers, discovery shoppers, emotional shoppers, strategic shoppers, fashionistas, and shopping fans.

Suggested Citation

  • Ladhari, Riadh & Gonthier, Jessica & Lajante, Mathieu, 2019. "Generation Y and online fashion shopping: Orientations and profiles," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 113-121.
    • Handle: RePEc:eee:joreco:v:48:y:2019:i:c:p:113-121
    DOI: 10.1016/j.jretconser.2019.02.003
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    References listed on IDEAS

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