Millennials and their behavior when buying clothing online

In the following research, the behavior of millennials in online clothing purchases was analyzed, specifically in the city of Córdoba, Argentina. The study investigated the experiences and preferences of this generation in order to provide small and established businesses with a vision of how to formulate a strategy that can captivate this large group of consumers. The research began with an exploratory investigation, conducting focus groups and interviews with owners of small and medium-sized enterprises (SMEs) and companies whose primary consumer is the millennial. Five individuals from this generation participated in the focus groups. And in the second part, a descriptive research was conducted, surveying a total of 385 millennials in the city of Córdoba.