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Decoding Millennial Clothing

Decoding Millennial Clothing Decisions: Lessons for Clothing Brand Owners

Millennials are an enigma and millennial clothing habits are the key to mastering the art of seamlessly marketing to your target audience.  Sounds absurd, but they are part of most, if not all, target groups today. They makeup today’s largest living generation with a population of 92 million and are the world’s most powerful consumer group. And with such vast numbers, it’s only natural that they drive a lot of trends – especially in fashion.

Millennials are defined as those born after 1982 and according to a report by Morgan Stanley, India has 400 million millennials making up a third of the population and 46% of the country’s workforce.  Hence understanding the millennial audience is imperative to effective marketing and growth of your brand.

In a nutshell, this group is ever-changing and evolving, not afraid to embrace niche styles and concepts that may not be accepted by the majority. As shoppers, brand names don’t matter to them as much, but brand philosophies and experiences are what make products attractive. Millennial clothing brands would benefit greatly if they knew how to navigate the labyrinth that is the millennial mindset.  

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What are millennial clothing brand preferences? 


With the rise in technological advancement and with the ease with which brands can hide essential data from their consumers, millennials have grown weary of brands and have a lower tolerance for lies and deceit. They have become more careful about the brands they choose to consume from.

Transparency has become one of the most prominent qualities in a brand that dive millennial purchases today. Millennials want to know if fashion brands are taking steps to ensure fair labour, ethically sourced raw materials, and how they impact the environment. Sixty six percent of millennials reportedly accept that they would pay more for sustainable clothing with 42% of them saying they want to know how the clothes are being made before they make the decision to purchase.

So, hiding behind the brand name is not something that will fly well with the new generation. Humanise your brand, be open about your policies, systems and beliefs to attract millennial attention.

Millennial Clothing and Makeup, by

Ruby’s Organics is an organic make-up brand that is a great example for this. They are very open about what goes into their products and why. They make it a point to share their beliefs, and knowledge about clean and organic beauty. Not only do they have a cult following, but they are a brand with loyal customers who trust that the product they buy from Ruby’s Organics, is not only good for their skin, but for the planet as well. 


Durability and Sustainability  

Practical, durable clothing is trending. And millennials are the ones propagating and sustaining the trend. They prefer to shop from brands that produce clothing with a sustainable and durable mindset. The idea of fast fashion and its short-lived nature is being villainised, with good reason, and sustainable concepts are now superheroes out to save the day.

Millennials grew up in a global financial crisis and naturally, look for security while spending on anything. They are even willing to invest in high-quality clothing that withstands the test of time.

Millennial Clothing, Boheco Life by

The Boheco Label is a brand that produces durable and sustainable fashion from hemp and is extremely vocal about how they are doing good, and how their clothing is sustainable and durable. 

“Our clothing line, B Label, takes a green route. Here, each garment is made with love, care and one of the strongest natural fibres on the planet. Hemp repels UV rays, resists mold and mildew, and is carbon-negative. We promise it’ll last you years.” – B Label Website 

Values and Social Stances

Millennials are arguably the most easily offended, and politically correct generation. So, a single misstep could end a brand for good.

Millennials are attracted to campaigns and concepts that stand for social causes that make the product for more than just a material possession. In India currently, the hashtag #MakeinIndia has nearly 1,00,000 posts, and brands are beginning to show off the behind the scenes of the manufacturing of their products.

Millennials, in a sense, are using commodity consumption to express their deeply-held beliefs. Hence, millennial clothing brands are more likely to do well if they share and express the same values as their target groups.

Nicobar Millennial Clothing by

Brands often run campaigns for social causes that attract millennials, but a great example is Nicobar. They are running a tree plantation drive in collaboration with Grow Trees Foundation that is receiving positive attention from their customers. 

The Need for the Unique

Millennials are known to shop around rather than stick to a single brand. According to the State of Fashion 2019 report, millennials are 4 times more likely than boomers to perceive newer brands as more innovative. And in terms of clothing, they are twice as likely to opt for up-and-coming brands and designers.

According to Deloitte, 34% of consumers including millennials want brands to offer customisation. This may be because millennials feel the need to be unique and identifiable amongst a crowd of shoppers. A majority of shoppers would even be willing to pay more for customised fashion. Customisable fashion is often attributed to made-to-order clothing in India, there is a lot of room to implement this in our clothing brands today. 


When it comes to fashion and clothing, there isn’t a more important demographic for marketers to target than millennials. They have an immense influence on the market that not only drives trends but also influences other demographics to behave the same way.

Millennials use social media for virtually everything. They use it to catch up with loved ones as well as to learn, create content, interact with brands and most importantly purchase fashion. Traditional marketing is no longer effective. If a brand can offer value in mediums that they recognise, Millennials will be more likely to choose their business. So, knowing how the millennial mindset works id paramount to creating effective marketing strategies.