This study explores the generational differences in consumer behavior regarding shopping channel preferences for fashion products. With the growing shift towards digital platforms, understanding how different generations engage with both online and offline shopping channels is crucial for retailers. The study investigates the shopping habits of four generational cohorts—Baby Boomers, Generation X, Millennials, and Generation Z—using a mixed-methods approach, including surveys and semi-structured interviews. The results show significant variations across generations: Baby Boomers primarily prefer physical stores for the in-store shopping experience, while Millennials and Generation Z lean heavily towards online shopping, with the latter group influenced by social media and influencers. Generation X displays a balanced preference, often utilizing both online research and in-store purchases. These findings suggest that retailers must tailor their strategies to meet the unique preferences of each generation, integrating both physical and digital touchpoints to enhance the customer experience.

Consumer behavior, generational differences, shopping channels

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