Bowling Green High School Band playing in the Christmas Parade

 

Millennials are now the largest generation ever, surpassing Baby Boomers, and accounting for nearly one-third of all consumer spending. Which is why these young shoppers are putting their unmistakable mark on the fashion all of us – even non-Millennials – are wearing.
Here are just a few of the fashion trends driven by Millennials:

• Price check: Though they’re brand conscious, Millennials are particularly driven by discounts – so, the look is important but price matters more – leading to a resurgence of basic brands like Hanes underwear.
• Comfort matters: If you’ve been hearing about and seeing the legendary Birkenstock brand a lot more lately, it’s no coincidence. The 230-year-old comfortable shoe maker has been the most searched back-to-school brand for several years in a row.
• Global citizens: Price matters and so do politics and social responsibility, which is why Millennials particularly like brands that empower communities in the developing world.
• Gender non-conformism: The generation that’s grown up in the age of Kaitlyn Jenner and RuPaul and inspired by icons like Grace Jones, have fewer hang-ups about gender and are more comfortable buying unisex – or at least gender-fluid – clothes, fragrances and other products. Just channel your inner Annie Hall.
• Customizability: Millennials love classic gear that they can make their own – which explains the rise of brands like Adidas Originals, all tailored to the consumers’ tastes.
• Take two: If you thought the past was gone forever, you’d be mistaken. Just like many of us who are enamored with the 60s, Millennials are living for the bold and daring colors and designs of the 80s and hip-hop fashions of the 90s