Millenial is a turn that has been thrown around very often in retail because they are the generation to capture, the only problem is that this generation is hard to track. I am a proud representative of the millennial generation so I understand firsthand what we want. In a nutshell, the millennial generation wants what they want when they want it and is not all that interested in brand loyalty. We are Hunters who are on a mission to seek individuality and our own unique sense of fashion and self. Retailers can not figure us out because we are slightly irratic and impulsive. We like name brands but are not slaves to them, all we want is “the look.” Will we wear name brands, yes but will will also wear low budget clothing with garbage quality if it gives us the look we want!