So What Does Jayne O'Donnell Think?

25 09 2009

Luckily I got the chance to speak with Jayne O’Donnell, one of the authors of Gen Buy: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail.


Jayne O'Donnell

Jayne O'Donnell


 O’Donnell is a retail and automotive reporter for USA Today.

While I found the book very interesting, one thing that I found to be cool was how extremely in-depth the analysis of Gen Y was. However, I wanted to ask Ms.O’Donnell what she felt about teen blogging. Here is what she had to say…..

Q: Does it surprise you that teen blogging has increased and that in the fashion world more and more teens have been using blogs to get noticed/break into the industry?

“No, it doesn’t surprise me. This is a generation (Y) that is used to having their opinions heard and valued at home so blogs are another way for them to speak out, just to a larger audience. It can help both sides. Because Gen Yers are so good at ‘connecting’ and it’s so important to them, blogs become both a way for them to reach other Gen Yers and a way for fashion retailers and manufacturers to get real time reaction from young people. Hiring these young people – if they meet the other qualifications, of course — would help fashion industry officials tap into key influencers. We argue in the book that retailers and marketers who want to reach Gen Y should use their Gen Y employees whenever possible for this – whether it’s posting their favorites on websites, sending them out to connect in communities (real or virtual) or training them in good customer service so they can recommend to consumers on the sales floor whether something looks good on them or not because that would resonate far more than it would if a baby boomer was trying to do the selling.”

Thanks Jayne, your insight if very valuable! 🙂