The newest consumer generations—Gen Z —are upturning expectations of retailers. They have never inhabited a world without fast fashion. With them becoming shoppers at the height of its boom, famous labels and retailers are dropping new styles every week.
The fashion landscape is highly competitive & ever-changing. With shopping focus shifting buying more long-lasting, durable, and luxury items to sustainable and homegrown brands, Gen Zs are exploring new avenues of fashion.
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How big is this opportunity for thrift clothes?
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How is this shopping shift affecting regular retail stores?
Gen Zers prefer Sustainability & Authenticity
While these young shoppers are increasingly suspicious of the evils of fast fashion, they are now turning to protest such labels. This relatively modern innovation in fast fashion has accelerated to breakneck speeds. To tap into Gen Z’s wants and values and cater to their fashion choices, brands are undertaking unique practices to understand a little more.
More than ever, it has now become crucial for brands to conduct market research for fashion to stay ahead of the game & remain relevant.
While the goals of fashion market research may vary, brands include research practices in their marketing strategies to understand their target group's wants and fashion preferences. From their spending patterns to the effectiveness of their fashion campaigns, brands are investing more in market research to uncover business opportunities for their next collection.
With different avenues for sustainability resonating with younger generations, ranging from sustainably sourced fabrics to recycling and re-use initiatives in manufacturing, many retailers are turning to e-commerce models to quickly align with a consumer’s interest in reducing waste.
Fashion labels are pledging to be more sustainable and resourceful in public processes. Major retailers are investing in sustainable research and marketing technologies to bulk up their business portfolios.
However, market research and surveys have found that young consumers care more about sustainability and are avid thrift shoppers. While Gen Z wants similar commitments from the labels they shop from, they are not afraid to demand it. This has fueled the narrative that Gen Z’s green shopping habits are significantly slowing down the global expansion of fast fashion.
The Digital Generation
Gen Zers are the first demographic group born after the internet's commercialization, thus making digital experiences a key part of their upbringing. Being the digital generation, Gen Zers have an optimistic view of how AI (Artificial Intelligence) and other technologies are improving our lives. Social media is also shaping their attitude towards personalization in fashion and accessories.
Gen Zers has a favorable view of technology, as it helps establish their trust in the brand, with product quality, positive ratings, reviews, and customer service being the top characteristics. Given their familiarity with technology and how it shapes their perspectives toward brands, advertising, and shopping, marketers need to be mindful of the ways they market their products.
Conclusion
The youngest demographic of consumers are reforming their shopping habits. With fashion sustainability taking center stage, young consumers are constantly changing. This is leading to fashion labels undertaking the task of building stronger marketing strategies and employing environmentally friendly practices. These significant changes are gaining the interest of policymakers, marketers, and retailers.
Marketers are seeking a balance between personalization and consumer privacy. Fashion brands are adapting and constantly working on meeting the trend and customer expectations.
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