Summary of the article As it was stated in the introduction part of the article under analysis, a study was conducted to test one hypothesis whether buying motivations of representatives of generation X and generation Y are identical when they reach a particular age. Providing clear definitions of the two generations, the article discusses the differences in lifestyles and perceptions of jobs and consumer goods in representatives of both generations and marketers’ strategies applied to these age groups. The study combined three research methods, including those of a survey mailed to high school teachers and college tutors, several day observations conducted by one person at the local mall and interviews with experienced marketers. The results retrieved from the survey and discussed in this article focused mainly on the demographic characteristics of the participants with only a few sentences devoted to the clothing brands preferred by representatives of different generations. The discussion of the results of observation and interviews was fragmented and included only a few remarks of particular individuals without detailed summary and critical analysis of the collected data. The article discussed the research limitations which mainly focused on the specifics of the research design. The two tables included into the article contained the summarized information on the survey results. The discussion of the research results focused mainly on attitudes of representatives of generation X and generation Y to different criteria in making a choice of certain clothing items and a place for shopping. The conclusions drawn by the author from these results were rather unexpected because they touched upon the dominant personal characteristics of generations and even their attitudes to purchasing the real estate. The following discussion of the advertizing strategies used for each generation were not linked to the research results and based mainly upon the author’s personal opinion. Even though the author concluded that the hypothesis included into the introduction regarding the identical needs and motivations in representatives of different generations is valid, the rest of the discussion does not support this claim. Positioning of the paper within the academic area As it is stated in the title of this article, it was intended to be a practitioner paper and to have certain practical implications. Regarding the positioning of this paper within the academic area, it can be stated that it may be relevant for marketers developing advertizing strategies for clothing companies and clothing malls. However, analyzing the choice of the hypothesis for this study as well as the discussion of the research findings, it can be stated that the research findings of this paper cannot be readily used by marketers in their professional practice. This article can be of little value for the marketers because of its limitations and lack of evidence for drawing the conclusions which were made by the author. Dias did not discuss the main motivations for conducting this study which could include the lack of research of certain problems or certain limitations of similar studies which were conducted previous