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Sorprendente: Mujeres millennials compran menos carteras que sus antecesoras (07/03/2017)


La verdad que esperaba encontrar  un estudio que representará la obsesión de las mujeres por ciertos accesorios, en particular por las carteras; que hablara de aquellas que, apenas salimos de la tienda con una nueva, vemos otra y pensamos si la compramos también; aquellas que si un ladrón nos lleva las joyas da lo mismo, pero si arrebata las carteras, aún vacía, nos duele como si hubiese sacado la casa completa.

millenials-carteras-f

Sin embargo, me encontré con lo contrario: las mujeres están comprando cada vez menos carteras. Así es, para sorpresa de muchas, las millennials, es decir aquellas nacidas entre 1990 y principios del 2000, compran menos carteras que sus antecesoras.

Según un estudio de The NPD Group realizado en conjunto con Stylitics, las millennials están comprando menos carteras en general, debido a las diferencias en sus hábitos de compras y al hecho de que demoran mucho más en decidir qué estilos quieren.

Además, no sólo eso, pues privilegian la comodidad más que la marca. Según el análisis, tres de cuatro mujeres dicen que sus prioridades son calidad y estilo, y que los nombres de marcas pasan a segundo plano. Este fenómeno también da cuenta por qué las marcas emergentes están ganando tanto protagonismo, tanto en Chile como en el mundo.

Cabe precisar que los millennials, hombres y mujeres, son una generación que tiene patrones de consumo bastante definidos y diferenciados, especialmente cuando se trata de accesorios y ropa, ya que privilegian el mantener cierto estilo, por sobre las marcas de renombre, como ocurría en las generaciones anteriores.



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