THE SHOP

Restyling & Truck Accessories - March '15

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Millennials Want Your Attention The largest U.S. population demographic is just begging to stand out and to be noticed. You've probably seen them strolling around town wearing oversized neon sunglasses, plaid button-up shirts, skinny jeans and Converse Chuck Taylor sneakers. They are generally known as the Millennial Generation—categorized by birth years ranging from the early 1980s to early 2000s—and are estimated by Time magazine to be more than 80 million strong. To compare, the Baby Boomer population is estimated at around 76 million. Millennials can be characterized by an "anything is possible" mentality. They have matured alongside the Internet or inherited its enormous capabilities by virtue of birth. No place is that more evident than in the fashion world where, in the name of Lady Gaga, accessories matter. Those who fear for the restyling aftermarket's sustainability can take solace knowing that Mil- lennials actually signal the beginning of a great accessories revolution, influenced by Internet com- merce and the expanding world marketplace. To get a better idea of how Millennials think, consider some data uncovered by two recent stud- ies published by MTV and UPS that prove this generation must be a key component of your shop's marketing plan: • 75% of Millennials agree they would rather give up social media for a day than their car and 72% agree they would rather give up texting for a week than their car. (MTV) • 80% of Millennials get around most often by car as opposed to any other form of transpor- tation—a stark contrast to studies in recent years that show driving on the decline among young people. (MTV) • Millennials' passion for driving versus other generations is underscored with 70% saying they "like driving a lot" versus 58% of Boomers and 66% of Gen Xers. (MTV) • Millennials make up 28% of all automotive parts buyers, but 41% of the upgrade accessories market, which is composed of online buyers who change, modify or improve the appearance, function or performance of their vehicles. (UPS) • Millennials see owning a car as more than just a big-ticket purchase of four wheels and an engine with 87% agreeing, "I enjoy customizing the things I own and experiences I have to make them uniquely for me." (MTV) • When specifically asked about cars, 75% agreed, "It's important their car reflect who they are," and 81% said they wish there were "more affordable ways to customize my car."(MTV) • 59% of Millennials choose to ship to a local store to pick up their online orders. (UPS) • Millennials make additional in-store purchases nine out of 10 times when they pick up their online orders at local retailers. (UPS) • 49% of Millennials will use their mobile/tablet device to make an automotive purchase online versus 17% among other age groups. (UPS) • 90% of Millennial shoppers are likely to use social media sites to help them decide which au- tomotive parts and accessories to purchase online, compared to 61% of other age groups. (UPS) Happy Sales! Anthony Bowe Editor's NotE Anthony Bowe Editor WE Want to heAr from you! Looking for a place to share the story of your most recent and best restyling work? Look no further than these very pages! tell us about yourself, your work and about that sweet ride that's now probably in the hands of one lucky customer. Who knows, you could f ind your se lf a nd your company within the pages of restyling & truck accessories. Join the fold! to get involved, simply send your informa- tion, comments, ideas and high-resolution photos to reeditor@nbm.com. 4 Restyling & tRuck AccessoRies | March 2015 restylingMag.coM ©2015 National Business Media, Inc. All rights reserved. Restyling & Truck Accessories (ISSN 1521-7213) is published monthly by National Business Media, Inc., 2800 W. Midway Blvd, Broomfield, CO 80020; (303) 469-0424; FAX (303) 469-5730. Subscription rates in the U.S.: One year, $45; Two years $80; Three years $108. Canada: One year, $76; Two years, $142; Three years, $201 (U.S. Funds). Mexico/International: One year, $98; Two years, $186; Three years, $267 (U.S. Funds). Periodicals Postage Paid at Broomfield, CO 80020-9998 and additional mailing offices. USPS/National Business Media Automatable Poly. POSTMASTER: Please send address changes to Restyling & Truck Accessories, PO Box 460651, Escondido, CA 92046-0651. All items submitted to Restyling & Truck Accessories become the sole property of Restyling & Truck Accessories and National Business Media, Inc. and may not be reproduced without the written consent of the publisher. Advertisers and/or their agencies, jointly and severally, assume all liability for printed advertisements in Restyling & Truck Accessories. Opinions expressed in Restyling & Truck Accessories may not necessarily reflect the opinion of the magazine's editor, its management or its advertisers. Letters, photographs and manuscripts welcome.

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