baby boomers and comprising of people below 30s-35s. They have a major influence on the retail market of fashion as well as its future strategies as they desire different brands and ways of shopping from the other generations. Another change is the shift in the multicultural structure of Britain. Unless the fashion retailers target and understand these changes, they will struggle to outperform those who use old stereotypes of both research and customer CITATION Ret16 l 1033 (Retail Think Tank, 2016). Q 6: Shopping for Apparel Just like every retail market, shopping for apparel involves enticement. One of the factors that prompt people of England to spend their money on fashion brands is the...