As established by Mintel (cited in Oxborrow, L and Brindley, C (2012:p883) says: ’Older consumers have chosen to favour lower priced clothing in order to save money, rather than buying less’ indicating that the demand for fast fashion retailers -like Primark- concerns the older consumer as well as young.
Example of research: (In this case targeted people are youth)
‘self-centered, techno savvy, environmentally-conscious’ millennial generation (Gurau,