College Students Aren’t Buying Spring Trends


A recent survey of 600 college-aged “style gurus” from was conducted by Indiana University’s Kelley School of Business last month.  This survey discovered that young fashion-conscious shoppers aren’t enthused about this spring’s fashions.  Tired of several brands, repetitive fashion and tedious campaigns, they are looking for something new and cutting edge.

The millennial demographic is estimated to be responsible for $65 billion in retail spending in fashion categories.  By taking fewer chances on innovative fashion, retailers could potentially lose out on young consumers who decide to spend their money elsewhere– If it’s already in their closet, why spend more?

Thanks to Kalypso and, consumer sentiment towards fashion trends is measurable.  This allows retailers to adapt to emerging fashion trends, while gaining honest feedback from the consumers that matter most.  Once popular Abercrombie & Fitch – notorious for its use of sexualized marketing techniques and policies about body type and physical attributes – is not sitting well with millennial women any longer.  “College-aged women are responding negatively to the position that Abercrombie has established.  They might not mind the clothes, but they definitely don’t like the values the brand appears to represent. ” John Talbott, associate director of the IU Kelley School of Business’ Center for Education and Research in Retailing’.

Read more about Abercrombie’s brand re-vamp here:

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