Female Millennials Buying Behaviour in Apparel Products

The purpose of this research is to explore how the Millennials attributes occur during apparel purchasing decisions through social interactions. Also, this research investigates concerns generated from interactions with others when consuming apparel behaviour. An exploratory investigation was undertaken with millennials using an online survey that included open and closed questions. Qualitative data revealed positive relationships between consumers’ social interactions and purchases of apparel products online. Specifically, information searches through social interactions with trusted individuals utilizing online channels were found to validate purchasing decisions and attributes with purchasing apparel products online. However, consumers were also concerned with certain interactions due to the lack of credibility regarding reviewers, channels, and conflicting information. These findings provide an insight into millennial consumers’ learning processes through consumer- to-consumer interactions in social media environments for apparel purchases. As online and mobile shopping along with consumers’ social media usage for interacting continue to increase, these research findings guide retailers how to turn their attention to investing and utilizing these channels to enhance millennial consumers’ positive purchasing behaviour.