Of 1,900 18- to 34-year-olds surveyed by WSL Strategic Retail, 24% described themselves as being in financial turmoil. CEO Wendy Liebmann said brands must respond by moving away from an aspirational shopping message. "Overall, shoppers are much more circumspect," she said. "For example, 75% of women now say it's important to get the lowest price on everything they buy, up 12 percentage points from 2008, and 22 percentage points from 2004."

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