Many traditional clothing retailers are in trouble.

Messi Department store issue A disappointing performance prospect, its executives claimed that consumers chose to spend elsewhere. The stock of luxury brand Michael Kors is accumulating in the criticism that brands are no longer as cool as they used to be.

Retail brands Abercrombie & Fitch, Aeropostale and American Eagle, which have been popular among young people, have also "downsizing" and changing their management strategies. In January, several clothing retailers including C. Wonder and Wet Seal were forced to go bankrupt under the pressure of operation.

C. Wonder chief executive Harlan Kent has said that the company had tried to improve its performance through discounts, but it had no significant effect.

The brand of the main young girl clothing in the US Delia's It has also applied for bankruptcy protection. In the face of fierce competition from online retailers, coupled with the slowdown in spending on youth shoppers, at least four clothing retailers in the US have filed for bankruptcy in recent months.

　　 What is the biggest problem for these enterprises?

According to data released recently by NPD group, a consumer information company, the biggest problem is the millennial generation (born in the 80s and 90s of last century). Marshal Cohen, the group's chief industry analyst, points out that the US fashion industry is suffering a huge reversal. There is no doubt that this is caused by the "millennial generation" consumer preferences.

NPD claims that although American consumers' spending on clothing, shoes and accessories has increased slightly in 2014, these increases are mainly driven by the new trend of "sports and leisure" rather than traditional retailers like Messi's.

The last generation usually thought carefully about what clothes to wear for work and rest, while the millennial generation tended to wear Nike, Under Armour and Lululemon everywhere. Cohen said, "this is a kind of rebellion in fashion today."

In his view, if traditional consumers want to survive in this fashion trend, they must make changes for these casual consumers. He said, "in fact, this is no longer a trend, but a lifestyle suitable for consumers of all ages. Because it is too comfortable, it will not be out of date very soon. "

　　 " Millennials "Prefer" rent "rather than" buy "trend, but also let the retail industry into chaos.

Grace Ehlers wrote in an article written for The Robin Report in the retail industry newsletter. The rising star of the leasing industry, such as online rental website Rent the Runway and Seattle leasing company Bag Borrow or, has made traditional fashion retailers confused.

In the article, blogger Doug Stephens of the US retail industry website Retail Prophet wrote that the younger generation is more "looking for relatively cheap and alternative ownership".

Most of the millennials live in smaller Town Apartments, so they do not have more storage space.