Retail: Female Millennials and Brands That Work for Them

Goldman Sachs analysts Lindsay Drucker Mann, Tiffany Hagge and Edward McLaughlin look at ‘millennials,’ a powerful new shopping generation that could significantly impact the retail sector.

Their report includes an innovative survey result: The TEEN VOGUE-GS Love List—a list of the top 50 brands that find favor with the female millennial.

Who are the ‘millennials?’

This is the age group of people in their teens to early-30s, and who were born in the period from 1980 to 2000.

They are a very significant class of shoppers because they are about to enter the peak-spending phase of their lives.

Characteristics of millennials

This...