My field research has been very beneficial to my final paper. Through my fieldwork I spent a lot of time looking at and analyzing the trends of what appeared to be the millennials. There is so much variety in what this generation wears. For my final paper I will advise my small company to create a marketing plan that showcases a lifestyle and not just the product. This will be a way to connect with the millennial generation. Through my research I have found how important brand identity is with this, well my generation. I know that it is not possible to reach all millennials, but to target a section of likeminded millennials. There is so much competition in the market place for all sorts of goods. Creating a lifestyle brand that people can relate to is what will help a brand stand out and create a loyal customer.