Why Fashionable Millennials Are Flocking to Online Brands for Wardrobe Basics

And what it could teach brands like Gap about tech and service

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When it comes to basic clothing items—the T-shirts and trousers that are the foundation of all our wardrobes—millennials continue to shun brick-and-mortar chains like Gap and J.Crew while flocking to direct-to-consumer retailers like AYR, Cuyana and Everlane.

It isn't only that younger consumers prefer shopping online. It is also that millennials—with an estimated spending power of $2.45 trillion, per You Brand—are graduating from fast fashion. At the same time, they are drawn to the superior service and deals that are defining elements of the Web-based stores.

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