FASHION INFORMATION CONSUMPTION AMONG MILLENNIALS

The digital revolution has transformed the way millennials consume information about fashion. The emergence of new digital platforms (blogs, social networks, online magazines, forums...) expand the possibilities of access to different sources of information. Faced with this new reality, professionals and academics pose multiple questions: Do millennials still read fashion magazines or just see magazines web sites? Are they interested in fashion books? Do blogs still have readers or do they only consume information on social networks? Who consumes more information about fashion? This paper aims to answer these questions thanks to the data obtained through the combination of three research techniques: two discussion groups, 22 in-depth interviews and a survey of 1176 millennials. The results show that millennials use multiple sources of fashion information. Magazines are still a source consulted by individuals with a greater interest in fashion. Instagram is the most consulted platform, where millennials are more than 5 hours a day. The websites of fashion brands become key sources of information thanks to the creation of editorial content.