Denne artikel er et uddrag af vidensrapporten ’Generation Alpha’ udgivet af pej gruppen i efteråret 2015. Rapporten indeholder både et generationsportræt af de små børn og deres forældre, 10 egenskaber fremtidens børn ikke kan leve uden samt 6 retailtrends målrettet børn og børnefamilier.

Af Matthew Brown

The Big Picture
Children’s retailing is unique because it has no single customer type. Instead it has to appeal to both parents and children, both of whom have very different needs and motivations. Where children want fun, colour and entertainment, parents want reassurance, and a more sophisticated expression of their own aspirations. Moreover, children are not a homogeneous group, and what appeals to an infant or two year old is very different to the fashion conscious tween. Children’s retail is subject to the same macro trends as other sectors. Add online to the mix and a massive increase in children buying electron

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