Making the Shopping Experience Better for Younger Millennials - eMarketer

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eMarketer Interview

Making the Shopping Experience Better for Younger Millennials

Preview from eMarketer PRO

An interview with

Natalie Gazaway

Creative Director, Entourage Clothing

Interview summary

Affordable clothing boutique Entourage Clothing has nine retail locations in the southeastern US, as well as an ecommerce operation. Due to its stores’ proximity to colleges, many of its customers are younger millennials ages 18 to 24. Natalie Gazaway, Entourage’s creative director, spoke with eMarketer’s Tricia Carr about how the retailer is making its shopping experience more engaging for this demographic.


eMarketer: How is Entourage making the shopping experience more appealing to its younger millennial customers?

Natalie Gazaway: Eighty percent of our online shoppers are mobile shoppers, so we’re investing more in our mobile shopping experience. One of the ways we did so recently was by making our Instagram page shoppable with a user-friendly platform called Feedshop. When our audience sees something they like on our Instagram feed, they can shop the photo from the link in our profile. They click on the item, add it to their cart and check out immediately.