Dear BoF Community,
The fashion industry, often out of necessity, is obsessed with chasing youth, especially as young consumers enter the workforce, inform new styles and shift buying behaviours. But Gen-Z in many respects is particularly challenging for brands and retailers as this digitally native generation comes into its own in a way that no other generation before it has.
With this in mind, the latest BoF Insights report, "Gen-Z and Fashion in the Age of Realism," released today, explores Gen-Z's relationship with fashion, identifying the distinct personality types, sources of inspiration, preferred brands and approach to sustainable fashion. Along with case studies and expert interviews, the report features in-depth analysis of social media behaviour and the findings of a survey of nearly 1,000 Gen-Zers.
Our research reveals that fashion is the favourite entertainment category for US Gen-Zers to spend money on, outranking dining, video games and music. Upwards of 80 percent of Gen-Z survey respondents indicate fashion is more about boosting confidence and establishing identity, and less about being trendy or denoting status.
The report also outlines tactics for brands and retailers to more effectively appeal to Gen-Z. As Gen-Z matures and their purchasing power increases, brands and retailers have an opportunity to hone strategies focused on this distinct generation that can unlock future growth.
Download Gen-Z and Fashion in the Age of Realism
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