The purpose of this study is to consider the characteristics of the millennial generation that has emerged as the main consumers in the current era and to examine the way of demand creation of fashion brands considering the characteristics of the current generation by investigating the cases of the fashion design brands reflecting the characteristics of the millennial generation. The results of this study are as follows. It showed that the characteristics of the millennial generation from economic, social and cultural backgrounds are the "practicality", “fairness”, “eco-friendliness” that pursues eco-friendly lifestyle and ethical consumption with high interest in health and environment, and “diversity”. Also, it confirmed that many domestic and foreign fashion companies have already recognized the importance of the millennial generation, which has emerged as the leading consumers and have actively reflected their needs on the brand operating strategy. This study disproves the importance of brand operating strategy from the perspective of the consumer by investigating the cases of fashion design brand reflecting the characteristics and needs of the rapidly growing millennial generation.