Millennials spend a lot of time online versus other age groups. Being exposed to fashions and trends from all over the world has led to greater sophistication and independence when purchasing luxury products. They overwhelming choose products for themselves, rather than choose based on the opinions of friends or the media.
Millennials spend an average of 21 hours online on the internet and social media than all other age groups combined. Digital is the best way to connect with a Chinese Millennial audience.
Millennials tend to get their luxury information from digital channels such as social media and online websites and news sources.
Millennials are less likely to follow the opinion of others, and rather form their own opinion of what to buy and what to wear. This is a continuation of a trend of purchase sophistication.