Generation X

With the collection catering to such a wide range of people, Re-story will also target generation X, typically born from 1970 to 1980. They are sceptical about marketing tactics (Sales Floor, 2020), so transparency and simple marketing is key to attract this generation. They are technologically engaged although, digitally, email is one of the best channels for reaching out to this generation (Sales Floor, 2020). Due to busy schedules and adult responsibilities, their technology habits are limited (Mintel, 2019), with evenings providing some downtime to browse online and respond to emails. Vintage clothing will offer a nostalgic effect, reminding this generation of their childhood and families.

GWI, 2020.