Sarah Rottenberg of the School of Design attributed West Elm’s success with millennials to their stylized yet adaptable aesthetic and accessible price point. Rottenberg’s research has shown that “practicality is a critical attribute for millennials purchasing products.”
https://www.vox.com/the-goods/2018/10/12/17963892/west-elm-customer-service-couch-late-shipping Vox.com