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Millennials are quickly becoming the largest generation by population size. They are also obtaining higher levels of affluence and impacting the way high end and luxury brands are approaching their consumers. According to Forbes, there are about 6.2 million Millennial households that report earning an annual household income of at least $100,000. Although this number is shockingly high, this generation...

According to the Harvard Business Review, two traits that tap into the fundamental DNA of most Millennials are sociability and urgency. Nike has done a great job of marrying these two traits with its Nike+ app. 

Shifts in shopping have been occurring among Millennials. Black Friday and Cyber Monday have great deals and are entertaining, but these days don't have the effect they used to. Consumers are more knowledgeable about how to find sales and discounts. They don't need these significant shopping holidays to see what they want for less, because they are budget-friendly year-round.

The buying power that millennials have entices brands and retailers of all industries. There are about eighty million millennials in America, and they represent about one-fourth of the entire population, with $200 billion in annual buying power. Despite this, companies have been struggling to connect with them through advertising and capture their attention. They’re different from their parents and...