From our survey, Millennial men’s favorite unprompted brands also included Nike and adidas. Millennial women’s unprompted apparel favorites were Old Navy, Forever 21, Target Male Millennials Male Non-Millennialsadidas OldNavyHollisterAmericanEagleOutfittersGapAéropostaleReebok NikeLevi’sNauticaExpress Abercrombie&FitchColumbiaUnderArmourCalvinKleinHanesDockersFadedGloryL.L.BeanKohl’sDKNYVanHeusenIzodSt.John’sBayCalvinKleinEddieBauerCarharttAmericanEagleOutfittersTommyHilfigerJCPenneyGuessHanesFruitoheLoomBananaRepublicOldNavyLevi’sLeeDockersWranglerPoloRalphLaurenNikeGapLands’EndRalphLaurenReebokWranglerEckoUnltd.BananaRepublicPoloRalphLaurenRalphLaurenTommyHilfigerSouthpoleSeanJohnGucciFruitoheLoomJCPenneyDCShoesArrowSource:BCG analysis.Note:Size of word indicates frequency of response. No comparison of frequency between Millennials and non-Millennials should be made.Exhibit 2 | Male Millennials and Non-Millennials Favor Different Clothing Brands
| Millennial Passions 5private brands, Express, Aéropostale, Hollister, and H&M. Generally speaking, Millennial men try fewer apparel brands and retail formats and have fewer favorite brands relative to Millennial women. When Millennial men do try a new brand, they are more likely than Millennial women to convert and stay loyal. They also tend to stay with brands over time and as they age more than their female counter-parts, who report “outgrowing” brands earlier.Our research also showed that the genera-tions have different expectations for in-store service and the overall shopping experience. Millennials told us they prefer an experiential, lifestyle environment (such as that offered by Hollister and Abercrombie & Fitch), like to receive help and approval from fashion consultants rather than just basic sales assistance, and value store environmental factors more than their non-Millennial counterparts. For instance, female Millennials care about the music played, prefer neat and well-lit dressing rooms, and like roomier stores, with seating for friends to stay, lounge, and hang out. Female Millennials also want fashionable, knowledgeable sales associ-ates who wear the store’s merchandise in unique and creative ways. Male Millennials seek a more fun and energizing place to shop than do non-Mil-lennial males (54 percent versus 39 per-cent) and also value the music played and store roominess more than their non-Mil-lennial counterparts. Millennial men value sales associates who are trendy (45 percent versus 22 percent) and wear store mer-chandise (46 percent versus 33 percent). Perhaps not surprisingly, male Millennials value the store associate as fashion expert and advisor even more than their female counterparts.