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There’s no denying that the low prices of the direct-to-consumer startup boom combined with the ultimate convenience of Amazon Prime have completely colored how millennials shop. Where malls with large department stores were once considered sacred ground, millennials now tend to prefer a more personalized online shopping experience — preferably one that also includes free and fast delivery.
We’ve turned instead to smaller startups to satisfy our need for originality and discovery. Yet even when those startups get big enough to not feel like startups anymore, we’re still continuing to shop from them — just not exclusively for ourselves.
As millennials age into parents, many of us are turning to those same startups we once “discovered” for ourselves to instead buy clothes, sheets, and even suitcases for our own kids. Brands like Brooklinen— whose most loyal fans tend to be young adults who just bought their first or second set of nice sheets— understand that as their customer base grows up, they need to find ways to keep them coming back, and in the process, are beginning to cultivate the next generation of customers.