Quite rightly, many retailers and brands are wrestling with trying to figure out the Millennials market. Part of the trouble is that different reports tell us different things. Some say that they don't save, and spend like there's no tomorrow. Others say that they do, and if anything are more responsible than previous generations. Similarly, some research suggests that after rent and student loans, they have no money to spend, while others suggest that they are the most affluent young generation yet.

What is clear however, is that they are having a huge impact on the way that we all shop. Clicks are eroding bricks and customer loyalty is declining. The need for exciting, unique product is more important than ever, as is engagement with the customer through social media. The retail experience needs to be more than boring rows of products. Over the coming weeks, we'll be looking at how different companies are tackling the issue.