All we crave is pleasure! The motivation behind millennial men's clothing store choices when purchasing semi‐formal/smart workwear for themselves

Multi‐method research was conducted in South Africa to explore the personal values that shape millennial men's clothing retail store choices when purchasing semi‐formal/smart workwear for themselves. The qualitative phase comprised in‐depth, personal interviews with 25 participants, implementing soft laddering to elicit the preferred attributes and desired consequences that drive clothing retail store choices. These ‘easier to communicate’ properties formed the crux of the phase 2 measuring instrument. The online quantitative questionnaire, an interactive version of the established Association Pattern Technique (APT), was completed by 408 millennial men as part of the means‐end chain (MEC) procedure. The stepwise process produced a series of hierarchical value maps (HVMs), disclosing two prominent underlying personal values that drive millennial men's clothing store choices. ‘Pleasure’ emerged as the most prominent personal value, signalling millennials' high regard for enjoyable shopping experiences. The importance of a sense of ‘security’ should also be noted. Accordingly, the underlying forces that drive this financially lucrative cohort's clothing retail store choices extend beyond the marketing principles taught in business schools. Retailers will, therefore, have to delve deeper to understand their target markets' needs to prosper in a highly competitive marketplace.