People
People power the fashion industry and Generation Z, born between 1995 and 2010, is an influential force, shaping consumer and societal trends (Francis & Hoefel, 2018; McKinsey, 2018). The growth of social media as a creative outlet has also led to an increase in inspiration drawn from digital media and fashion retailers have begun to shift their marketing objectives to target Gen Z. Thus, leading to the question: how can this digitally-driven generation shape the fashion market and how can the fashion industry adapt to calls for diverse, sustainable clothing?
Generation Z is the first “digital native” generation and their preference for digital media has shifted the way fashion retailers advertise items, reaching out to them through microcelebrities called “influencers.” These consumers frequently turn to social media for inspiration (Brewis, 2020). Gen Z spends more than half of their monthly income on products such as clothing and shoes, utilizing fashion as a creative outlet and a means of self-expression (Chan & Cheung, 2017). Despite being the most environmentally conscious generation, Gen Z struggles with impulse buying behaviors, with 41% of Gen Z consumers categorized as impulse buyers (Djafarova & Rushworth, 2021). Though many Gen consumers tend to purchase fast fashion products, many still prefer to shop second-hand. They are more willing to purchase green products but due to the lack of transparency and affordability, Gen Z does not consume sustainably. (First Insight, 2019; Francis & Davis, 2014)
Gen Z has grown up digitally connected to every corner of the world and they are one of the most environmentally, socially, and culturally conscious generations (Gomes & Nogueira, 2023). A recent study showed that seven out of ten Gen Zers find it important to defend identity-related causes and are more interested than previous generations have been in human rights (McKinsey, 2018). The generation is more aware of social issues and fashion brands have begun to acknowledge this shift in values. Tommy Hilfiger released an adaptive clothing line in 2021, which not only included redesigned clothing but also an e-commerce site that was inclusive of cognitive experiences (Vogue Business, 2021). Consumers can be guided through their shopping experience with Amazon Alexa’s voice and can choose resealable packaging.
Gen Z accounts for 40% of the global consumer population. (Wordstream, 2022). Brands must focus on ethical fashion, sustainability and fashion. The fashion industry must evolve alongside Gen Z to accommodate diversity.
References:
1. Brewis, D. (2020). What Generation Z expects from the online retail experience – IMRG. Www.imrg.org. [Link](https://www.imrg.org/blog/generation-z-online-retail-expectations/)
2. Chan, T. K. H., Cheung, C. M. K., & Lee, Z. W. Y. (2017). The state of online impulse-buying research: A literature analysis. Information & Management, 54(2), 204–217. [DOI](https://doi.org/10.1016/j.im.2016.06.001)
3. Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68(1), 1–7. [DOI](https://doi.org/10.1016/j.chb.2016.11.009)
4. First Insight. (2019). The State of Consumer Spending: Gen Z Shoppers Demand Sustainable Retail. Www.firstinsight.com. [Link](https://www.firstinsight.com/white-papers-posts/gen-z-shoppers-demand-sustainability)
5. Francis, J. E., & Davis, T. (2014). Adolescents’ sustainability concerns and reasons for not consuming sustainably. International Journal of Consumer Studies, 39(1), 43–50. [DOI](https://doi.org/10.1111/ijcs.12150)
6. Francis, T., & Hoefel, F. (2018, November 12). “True Gen”: Generation Z and Its Implications for Companies. McKinsey & Company. [Link](https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies)
7. Gomes, S., Lopes, J. M., & Nogueira, S. (2023). Willingness to pay more for green products: A critical challenge for Gen Z. Journal of Cleaner Production, 390(136092), 136092. [DOI](https://doi.org/10.1016/j.jclepro.2023.136092)
8. 18 Gen Z Characteristics & Stats for Marketers [2022]. (n.d.). WordStream. https://www.wordstream.com/blog/ws/2022/08/09/gen-z-stats#:~:text=They%20make%20up%2040%25%20of
9. The A to Z on Gen Z. (n.d.). Www.mckinsey.com. [Link](https://www.mckinsey.com/featured-insights/themes/the-a-to-z-on-gen-z)