Please start by reading the following journal article: Ladhari, R., Gonthier, J., & Lajante, M. (2019). Generation Y and online fashion shopping: Orientations and profiles. Journal of Retailing and Consumer Services, 48, 113-121. https://libguides.lib.fit.edu/c.php?g=1230757&p=9006535

 

The authors researched the segment Generation Y female online shoppers according to their psychographic, demographic, and behavioral characteristics. From the study, the authors revealed four approaches to online shopping: trend shopping, pleasure shopping, price shopping, and brand shopping. Six shopping profiles were also identified based on different objectives: price shoppers, discovery shoppers, emotional shoppers, strategic shoppers, fashionistas, and shopping fans.

Using this article, respond to the following:

• Is there a profile that you most relate to? Explain why and provide example(s)
• Share a learning outcome from the article. Explain how you can use this to bolster your business plan and better define your target market.