A consumer’s idea of the perfect shopping experience differs from person to person and even more so from generation to generation! The type of shopping experience expected for a 53 year old woman is nothing like that of a 13 year old girl. For example, the 13 year old (known to be from the Z generation) would have a better experience if she were shopping in an upbeat environment with loud music and bright colors. A place like limited too would be her ideal place to shop for apparel. Now when it comes to the 53 year old woman (and baby boomer) I think of women like my mother and shopping for clothing is not on her list of priorities. She’d prefer a place like JC Penney’s. It’s affordable and has a variety of everything all in one place. Now on the other had a 31 year old women (generation X) is at the peak of her prime, career wise and, is more than likely a working mother. She might prefer to shop somewhere like Macy’s. A trendy place with nice fashion to help keep her young, not too pricey but still a place that carries designer names. A 23 year old (generation Y) can also be seen in Macy’s for the newest fashions. The one generation I haven’t mentioned yet is the silent generation. I feel this generation (born1925-1945) would probably prefer the shop from a catalog only to avoid the hassle of the streets. Shopping from home allows them shop at their own pace instead of having to keep up with everyone else’s.