The aim of this thesis is to describe current trends in global retail, the current state of retail in Czech Republic and possible need of bringing innovation to the outburst of Millennials generation economic activity. Introduction is devoted to theoretical description of retail and its meaning. As part of the thesis, there is a significant part containing relations within the worldwide retail and also its current trends and development. Furthermore, part of the thesis is devoted to the development and ongoing evolution of retail in the Czech Republic. Theoretical definition in the third chapter deals with buying behavior as well as the factors which have an impact on it. Millennials are the bearers of the innovation need in the world retail sector. The thesis put emphasis on this generation essential features characteristic, as well as their purchasing behavior. Quantitative research includes evaluation of their behavior and attitudes on the czech market in relation to information about groceries and consumer goods, then to their use of technology (smartphones) in the buying process of groceries and consumer goods, and also evaluation and description of their specific attitudes to purchase behavior and different characteristic aspects resulting from global characteristics of Millennials.

Abstract Background: The luxury fashion brands need to rebrand themselves towards the younger consumers. In 2025 Millennials and Generation Z will represent approximately 55% of the market for luxury products. The exclusive brands need to adapt to this target group. Rebranding requires considerable investments with different rebranding methods and new marketing channels and there is no guarantee of a successful outcome. It is important to understand what the new desired target group appreciates. According to previous research, the right type of marketing is important for the companies rebranding to reach their desired target group. However, there is a gap in the scientific research between which marketing strategies are most efficient for the luxury companies to reach the younger consumers. Purpose: The purpose with this research is to investigate from a marketer’s perspective how younger consumers perceive rebranding and marketing of luxury fashion brands by looking at the communication of the rebranding towards the consumers. Which rebranding methods and marketing channels are efficient towards the younger consumers? Methodology: A qualitative case study has been made with four case companies. To find out what companies have done in their rebranding, data have been collected from the chosen companies’ websites and from other fashion industry related websites. Semi-structured interviews with younger consumers have also been made in order to find out how they experience the luxury brands rebranding and marketing? Findings: The findings suggest that it is efficient for the luxury fashion brands to hire a new creative director and create a new style in the assortment. They should keep their old, famous, iconic logo and monogram. If it somehow must be changed, they need to create a new unique one and avoiding an already existing font. It is also efficient to created new collections with entry-level products for the brand, such as accessories and ready-to-wear collections. When it comes to marketing of the rebranding, social media, celebrity endorsement, collaborations, traditional stores, TV and TV-series, are efficient communication channels to use. The best way is to show the luxury clothes and accessories on influencers via Instagram. Marketing through fashion magazines is still good but the luxury fashion brands do not need to put as much emphasis on that as they did before. Conclusion: If the luxury brands work with these efficient rebranding methods and marketing channels they will most likely succeed in reaching their new younger target groups. The rebranding methods are: A new creative director and a new style, accessories and ready-to-wear collections, new logo and new monogram. The marketing channels are: social media, celebrity endorsement, collaborations, movies and TV-series, editorial placements and traditional stores.

En los últimos años han ido surgiendo nuevas tecnologías y facilidades para las empresas en medios digitales. El consumidor es altamente exigente y bastante informado. Las empresas no se limitan a la venta de productos en medios tradicionales, sino que han ido diversificando sus estrategias a medios digitales para adaptarse a las necesidades de los consumidores. De acuerdo a lo mencionado, la presente investigación busca identificar y explicar cuáles son las acciones de las redes sociales que influyen en el proceso de compra del millennial en la industria textil de tiendas por departamento en Lima Metropolitana. Para la presente investigación se ha utilizado información de fuentes secundarias actualizadas relacionadas a tiendas por departamento, industria textil, proceso de compra del consumidor, perfil de los millennials, situación de las redes sociales a nivel global y nacional. Asimismo, se obtuvo información cualitativa a través de entrevistas a profundidad, entrevistas a expertos en industria textil y redes sociales. De la misma manera se realizaron entrevistas personales a consumidores con el perfil apto para obtener información relevante para la investigación. Por otro lado, se obtuvo información cuantitativa por medio de encuestas realizadas a consumidores de la zona 7 de Lima Metropolitana con la finalidad de obtener y conocer las acciones más importantes de las redes sociales que influyen en el proceso de compra. Estos últimos datos fueron analizados con procedimientos estadísticos. Finalmente , se concluyó que las acciones de redes sociales que influyen en el proceso de compra de de un millennial son la información de descuentos, precios bajos, tendencias en moda y publicidad mostrada en estas plataformas. / In recent years new technologies and facilities for companies in digital media have been emerging. The consumer is highly demanding and quite informed. Companies are not limited to the sale of products in traditional media, but rather they have diversified their strategies to digital media to adapt to the needs of consumers. According to the aforementioned, the present research seeks to identify and explain what are the actions of the social networks that influence the millennial purchasing process in the textile industry of department stores in Metropolitan Lima. For the present investigation, information from updated secondary sources has been used, related to department stores, the textile industry, the consumer purchasing process, the millennials profile,the social networks situation in global and national level. Likewise, qualitative information was obtained through in-depth interviews, experts interviews in the textile industry and social networks. In the same way, personal interviews were conducted with consumers with the appropriate profile to obtain relevant information for the investigation. On the other hand, quantitative information was obtained through surveys of consumers in zone 7 of Metropolitan Lima in order to obtain and know the most important actions of social networks that influence the purchasing process. These last data were analyzed with statistical procedures. Finally, it was concluded that the social network actions that influence the purchasing process of a millennial are discount information, low prices, fashion trends and advertising displayed on these platforms. / Tesis

An aging Swedish population is putting an increased pressure on the Swedish pension system. To address this, the Swedish pension system was reformed in the late 1990s. This reformation resulted in an increased individual responsibility for pension investments among the Swedish population. The individual responsibility has shown to be challenging for many since they feel a great uncertainty in this area. Adding to the notion that the Swedish population is aging; young Swedes are also entering the working life later than before, without planning to retire later than the current seniors. This will implicate that a smaller part of the retirement payments will come from the national public pension, making the individual's pension planning more important. This means that the role of occupational pension and private savings has and will grow in importance years to come.Even so, private pension savings among young people is decreasing. Young people born between 1980 and 2000, often denoted Millennials (also called Generation Y) in literature, are an interesting cohort to research, since they will be the first generation to experience the full impact of the new Swedish pension system. Recent studies indicate that this generation has low interest for pension planning and that they find information about pensions hard to understand. The study will, therefore, investigate how Swedish Millennials could become better informed, engaged and active in their pension planning.The study was conducted through interviews with five representatives from the Swedish pension industry and a survey with 146 Swedish Millennials.Findings indicated that the Millennials’ current attitudes towards pension have a negative impact on their pension planning behaviour. It has been concluded that Millennials engagement to pension planning can be strengthened by improving four factors: Relevance, Content, Channels and Motivation

In recent years, the sales promotion techniques provided by marketing strategies has increased and has become an important factor in the fashion industry. In todays society customers have more knowledge and easier access to information online. Due to the growth of consumer awareness, businesses need to gain insight on how limited-time promotion techniques affect consumers.  Accordingly, the purpose is to gain insight and understand how millennials' impulse buying is influenced by limited-time promotion when purchasing fashion products online, and explore if hedonic and utilitarian motivation appear and lead millennials to a purchase decision. The aim is to develop a more recent and essential knowledge within this topic due to the poverty of recent studies on if limited-time promotion influences millennials impulse buying behavior.  The empirical findings that were collected using a multiple-method qualitative study of four focus-groups and six semi-structured interviews with people originated from Sweden. The findings were analyzed and discussed with the literature that have been presented to determine their similarities or differences.  The conclusion of this thesis demonstrates millennials in Sweden's awareness of businesses marketing strategies, and that they are detached to the process. Throughout the thesis, millennials' attitudes towards the businesses promotions in the market is saturated, and that they are not influenced by limited-time promotion online since the knowledge that there will soon occur a discount again. Although the increased awareness of millennials in Sweden, utilitarian and hedonic motivations tend to create impulse-buying behavior online. Furthermore, to attract millennials in Sweden some factors have been identified.

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While consumers are shifting towards online clothing purchases globally, South Africa, a developing economy with well-developed infrastructure, is lagging in this regard. This research highlights significant drawbacks that may jeopardise the growth of online shopping despite the multiple advantages that consumers and retailers could benefit from. The key to the issue is that a consumer is not physically present in the store, and that online consumers’ experiences are limited to the technological capabilities of existing digital platforms. Inevitably, consumers’ online experiences would be framed in terms of what they are accustomed to in physical stores, therefore, sensory-rich, captivating environments. Creating well-designed mobile phone applications, which incorporate multiple sensory cues, is consequently crucial to capture online shoppers’ attention, and to ensure online retailers’ success. Millennials, the largest generational consumer group presently worldwide, is particularly important to online clothing retailers due to their potential buying power, interest in clothing as a product category, as well as their extensive use of mobile technologies. This study was conducted in the context of an emerging economy and aimed to examine the real-time influence of visual and auditory cues - that could viably be incorporated with available technology into a custom-designed mobile phone application for a fictitious clothing retailer - on millennials’ sensory experience and purchase intentions when purchasing clothing online. Clothing is a rather complex product category where sensory cues in combination with a range of extrinsic and intrinsic product characteristics are highly relevant during product evaluation. To accommodate the realities of physical store experience, three moderating influences were examined within the chosen stimulus-organism-response (S-O-R) theoretical framework, namely, the effects of telepresence, customisation, and available clothing product information. A positivistic, quantitative, descripto-explanatory, cross-sectional study was designed, presenting a two-phase electronic survey. It presented a vignette design that exposed respondents to the capabilities of the custom-designed mobile phone application before completing a questionnaire. Convenient, online snowball sampling through social media produced a sample size of 842 millennial respondents, from the Gauteng province in South Africa. Statistical analyses included descriptive statistics, covariance-based structural equation modelling, moderation analyses, and multivariate analyses of variance. The findings confirmed the significant influence of visual and auditory cues on millennials’ online sensory experience, as well as the significant positive moderating role of telepresence and customisation respectively, in facilitating millennials’ purchase intentions when shopping online. Failure to affirm the moderating influence of product information on consumers' purchase intentions, may be ascribed to the absence of intrinsic product characteristics such as fit, feel, and comfort, which are highly relevant but can not yet be incorporated into an online platform. This elevates the importance of how existing sensory cues are presented, and how they could counteract shortcomings of online shopping encounters. Considering what has been achieved by the gaming industry, in terms of visuals and sound when playing online, retail store mobile phone applications have not yet optimised their potential. Gender differences in online shoppers’ sensory experience, purchase intention and use of product information suggest that millennial men's purchase decisions may be more rational inclined compared to their female counterparts. The study indicates how millennials’ online clothing purchase endeavours could be enhanced in developing countries like South Africa, where online shopping has not yet reached first-world levels. Empirical evidence is also provided on how online sensory experiences and effective mobile phone app designs could enhance clothing retailers’ online apps to boost online sales. / Thesis (PhD)--University of Pretoria, 2021. / Gordon Institute of Business Science (GIBS) / PhD / Unrestricted

The purpose of this convergent mixed method study was to determine whether or not there is a difference in the perceived and actual financial literacy scores of millennials. Exploring the following research questions and hypotheses helped to expand knowledge around actual financial literacy and several other characteristics, including perceived financial literacy, especially among millennials (individuals born between 1981 and 1996): RQ1: What is the difference between millennials' actual and perceived financial literacy scores? RQ2: To what extent do socioeconomic status, gender, and having a bank account predict millennials' financial literacy scores? H0: There is no relationship between millennials' socioeconomic status, gender, banking status and their financial literacy scores. RQ3: What video delivery methods (if any) are millennials using to gain financial literacy knowledge in informal learning environments? Millennial participants (N = 207) were asked to complete a survey. Participants' perceived financial literacy scores were higher than their actual financial literacy scores. While males had higher perceived financial literacy ratings, females accounted for the majority of participants who scored four or above on a 5-point scale for actual financial literacy. Although, the null hypothesis was incorrect, the independent variables used in the ANOVA tables accounted for less than 15% of financial literacy scores. One hundred twenty-one millennials (58.5%) reported viewing a financial video versus 86 (41.5%) who reported not viewing financial videos. Eighty-one percent of participants reported watching financial videos at their homes. To create a lasting impact that can progress financial literacy and informal learning, more knowledge is needed.

El presente trabajo de investigación tiene como objetivo principal conocer la percepción de los diseñadores de moda millennials limeños sobre el uso del pelaje canino como una fibra textil sostenible en la ciudad de Lima. El diseño de la investigación tiene un enfoque cualitativo, fenomenológico. La información obtenida fue a base de investigaciones similares. Algunos de los conceptos ha trabajar serán moda sostenible, fibra textil sostenible, pelaje animal y los diseñadores millennials. Asimismo, se investigará sobre la historia y definición de cada una de las definiciones de manera general y aplicada en la moda para poder determinar la aceptación del pelaje canino como una fibra textil sostenible en la industria textil en la ciudad de Lima Metropolitana. Finalmente, se considera que la investigación tiene como finalidad motivar a otros estudiantes a trabajar con materiales sostenibles para reducir el consumo de materia prima animal de manera desmesurada. / The main objective of this research is to know the perception of millennials fashion designers from Lima about the use of dog fur as a sustainable textile fiber in the city of Lima. The research design has a qualitative, phenomenological approach. The information obtained was based on similar research and in-depth interviews. Some of the concepts to work on will be sustainable fashion, sustainable textile fiber, animal fur and millennial designers. Likewise, this research will have the history and definition of each of the concepts will be investigated in a general and applied way in fashion in order to determine the acceptance of canine fur as a sustainable textile fiber in the textile industry in the city of Metropolitan Lima. Finally, it is considered that the research aims to motivate other students to work with sustainable materials to reduce the consumption of animal fur material in an excessive way.