At STYLIGHT, we are passionate about Millennial Women. We would literally go out of our way to understand what our users crave, in order to create an inspiring pleasant experience on every platform and channel. Our most recent study aimed to answer some questions about the German Millennial Woman. From her general characteristics and life priorities to her expectations of women's magazines, we got it all covered.

1. The Stylight Guide to
German Millennial Women

2. Objective
To share insights with you about Stylight’s target demographic, Millennial women in
Germany, based on desk research.
To be able to deliver value to our target demographic through online shopping and
content, and in turn become the fastest growing digital fashion magazine and fashion
app for Millennial women in Germany.

3. 1 Who are The Millennials?
2 What makes German Millennial Women Unique?
3 How do Millennial Women Shop?
4 How do Millennial Women Consume Digital Media?
5 What do they Expect from a Women’s Magazine?

4. Who are The Millennials?
The basics:
Born in the years 1980-2000
Larger generation than baby boomers and Gen X
More common values and characteristics than previous generations

5. Who are The Millennials?
According to the Nielson group, these values and characteristics include:
• Diversity, expressiveness and optimism
• High entrepreneurial spirit despite low net worth
• Connected, and demanding personal interaction with the brands they consume
• Deal shopping and authenticity seeking
• Driving a social movement back towards cities

6. What makes German Millennial Women Unique?
Priorities in life: Work before family, and children before marriage
Source: Telefónica Global Millennial Survey (2014)

7. Overwhelmingly Optimistic
•Millennial women in Germany are positive about their own future: 77% said
they are fairly or very optimistic about the future.
•In terms of life satisfaction, 83% are very or fairly satisfied with their lives.
•German Millennial women believe a good infrastructure, flourishing foreign
trade and the educational system to be Germany’s strong points, while the
greatest problems result from social inequality and unemployment.
What makes German Millennial Women Unique?
Source: Telefónica Global Millennial Survey (2014)

8. Source: iBusiness, Elf Gender-Commerce-Trends: Warum alle Shops weiblicher werden müssen
What makes German Millennial Women Unique?
Increase in purchasing power
•The employment rate of German women (all ages) is increasing steadily.
Between 1999 and 2013, it has grown from 57 to 69 percent.
•The total purchasing budget per quarter of women has increased from 629 to
671 euro from 2012-2013, while the men’s budgets remained the same.
•The willingness of women to buy very expensive products online has also risen
from 614 to 900 euro from 2012-2013.

9. How do Millennial Women Shop?
Reasons for shopping offline:
•They like to feel the textures and try the items on to see how it fits them before
buying. Often times they are also seeking feedback from friends or shop
employees.
•For some women, the journey itself is the goal. The walk from one store to the
next throw the city center can be meditative. Shopping can also be a social
activity - a way to connect with friends.

10. How do Millennial Women Shop?
Reasons for shopping online:
•To check product ratings and reviews or feedback on retailers, to confirm that
both product and vendor provide the best value and service (price for example).
•Access to more sizing and a greater variety.
•To buy from a retailer’s website if they want a product when stores are closed.
•Efficient use of time, and a less stressful shopping experience.

11. How do Millennial Women Shop?
When shopping online, a Millennial user is more likely to make a purchase:

12. 85% of German millennial women own a smartphone, the highest percentage
globally. 82% own a personal laptop.
Source: Telefónica Global Millennial Survey (2014)
How do They Consume Digital Media?

13. Source: Telefónica Global Millennial Survey (2014)
Compared to Americans who used their smartphone or tablet to shop (27%),
German Millennial women are still lagging (8%)
How do They Consume Digital Media?

14. How do They Consume Digital Media?
When German Millennial women were asked to characterize the impact
personal mobile technology has had on areas of their lives, Entertainment topped
the list (85%), followed by social life (82%) and access to news (81%).

15. What is Expected from a Women’s Magazine?
The magazines are not just fashion magazines. The idea is to use fashion and the body to
move into broader discourse on a variety of topics (sex, love, popular culture, etc). Based
on Milllennials women’s statements on online forumes, we figured out what’s on her mind
and how magazines respond to her concers.
‘I want to look good’ Magazines provide creative style inspiration and ways of putting
together items she already owns or wishes to buy.
'I want a boyfriend' Dating tips, advice about clothes, hair, and make-up that makes her
more confident about her appearance.

16. What is Expected from a Women’s Magazine?
'Is my boyfriend satisfied with our sex life’ Tips to women who do not yet have a lot of
sexual experience.
'What are the celebs up to?' News and interviews with celebs to show who they are
behind the scene. Pretty wedding dresses, gorgeous men, and lots of schudenfrude.
'How do I decorate my home with good ideas' Good taste comes from learning about
good ideas around you. Women like this stuff as much as men like their sports and cars.
'I am bored and tired' Women buy these magazines when they are commuting and they
want to chill out. It's a break from a dull day for a few moments' relaxation.

17. A few big take aways
Millennials strive to be informed and empowered. They have access to information and
the willingness to explore their options.
They are accessing online entertainment sources mainly via referrals, and organic search
results. They are savy technology users, who care what their community thinks.
They are career driven, and value time saving. They are earning and spending more.
The topics they are interested in span well beyond fashion. They are looking for advice to
assist them in making informed decisions.

18. “ I just want to take a break from thinking about important
things and let my brain relax for a while. I can only
ponder about the meaning of life for so long.”

19. Sources
Characteristics of the Millennial Generation, 2003
Telefónica Global Millennial Survey 2014, October 2014.
iBusiness: Warum alle Shops weiblicher werden müssen, July 2014
USA Today: Generation Y, 2005.
Millennials Breaking The Myth, 2014
http://www.millennialmarketing.com/who-are-millennials/
http://cocainemodels.com/modemagazine/
http://digitalmarketingstrategiessummit.com/assets/files/presentations/Mancini_Report.pdf
http://www.fandm.edu/uploads/media_items/stein-2013-me-generation.original.pdf
https://www.telefonica.de/file/public/883/20130604-Factsheet-Global-Millennial-Survey-en.pdf?attachment=1
https://www.google.de/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0CCMQFjAA&url=https%3A%2F
%2Fwww.telefonica.de%2Fmillennial-studie.html&ei=8Bl_VPWEJYfVaqWlgcgM&usg=AFQjCNFe3S-oLRMWlqXzuqKInK8fXYYELQ
http://www.ibusiness.de/aktuell/db/873280veg.html?showkey=9167b36fd53bdefc5414b805c25f328d
http://www.ibusiness.de/aktuell/db/873280veg.html?showkey=9167b36fd53bdefc5414b805c25f328d
https://www.telefonica.de/file/public/883/20130604-Factsheet-Global-Millennial-Survey-en.pdf?attachment=1
https://www.telefonica.de/press/press-releases/company/news/5700/telefonica-global-millennial-survey-money-isnt-everything-young-
german-adults-prefer-fun-at-work-and-a-good-working-environment.html
https://www.telefonica.de/file/public/883/20130604-Factsheet-Global-Millennial-Survey-en.pdf?attachment=1
http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture-Outlook-Who-Are-Millennial-Shoppers-What-Do-They-Want-Retail.pdf
http://www.dpdhl.com/en/media_relations/press_releases/2012/quality_of_life_with_e-commerce.html
http://www.quora.com/Why-do-women-read-fashion-magazines-which-seem-pretty-stupid

20. The Stylight Guide to
German Millennial Women