Retail
July 24 2024
They’re digital natives, socially conscious and all about self-expression. Gen Z, the generation born between the mid-1990s and early 2010s, holds immense spending power and distinct preferences. So, how can fashion apparel brands win them over? Here are five key strategies: 1. Be Socially Savvy Forget glossy magazine spreads. Gen Z lives on social media, particularly TikTok and Instagram. Fashion
Corner of Fifth
They’re digital natives, socially conscious and all about self-expression. Gen Z, the generation born between the mid-1990s and early 2010s, holds immense spending power and distinct preferences. So, how can fashion apparel brands win them over? Here are five key strategies:
1. Be Socially Savvy
Forget glossy magazine spreads. Gen Z lives on social media, particularly TikTok and Instagram. Fashion brands and retailers can partner with Gen Z creators who embody your brand’s values to create authentic content. Think trendy challenges, behind-the-scenes glimpses and educational videos about sustainable practices. Study FashionNova on Instagram. The account has more than 21 million followers.
2. Champion a Cause
This generation cares deeply about social issues. Embrace transparency and align yourself with causes Gen Z is passionate about, like environmental sustainability or racial justice. Showcase your commitment through ethically sourced materials, fair labor practices, and charitable partnerships.
3. Personalization is King
Gen Z craves individuality. Offer customizable pieces or allow customers to co-create designs. Leverage technology to provide personalized recommendations and curate collections based on their interests. Check out Converse, which has a “customize your own shoe” program!
4. Embrace Inclusivity
Gone are the days of one-size-fits-all marketing. Gen Z celebrates diversity and inclusivity in all forms. Showcase a wide range of models in your campaigns and cater to different body types and gender identities.
5. Gamify the Shopping Experience
Gen Z thrives on interactivity. Develop engaging apps that let them virtually try on clothes or participate in loyalty programs with gamified elements. This not only personalizes the shopping journey but also fosters brand loyalty. Reactive Reality offers retailers and brands a virtual try on app that is engaging. Check it out here.
By implementing these strategies, fashion brands and retailers can bridge the gap with Gen Z and build a lasting connection with this powerful consumer group.
