Gen Z
More global- spread news and educated on how the world is
Under the influence- keep up with celebrities and through brands and social media
More demanding- need ease to find what they are looking for
Eager to stand out- focused on innovation and uniqueness
After experiences- if they are valuable and define the audience
Pro Social(responsibility)- message and having ethical value- not want to buy a product if bad for the environment
Opts for quick communication with 50% saying they send at least 50 texts/day
Distribution of Instagram users worldwide as of October 2021, by age group
Gen Z on Fashion
Due to a rise of TikTok, many of the well-known fashion trends, that TopShop used to harness, has now seen a change. For example, ASOS which is an online only shopping site have taken over brands, such as TopShop and Miss Selfridge. Gen Z’s goal in getting dressed also seems to be much more about idiosyncrasy. Due to the target audience being ‘Digital Natives’ and conscious of the environment, shopping on sites for secondhand clothes like Depop and Vinted have grown in popularity, being both affordable and unique.
Many celebrities and people in the public eye have been spotted to be either re-wearing clothes or re-styling them in a different way. For example, one of the most astonishing celebs was Princess Kate, where she has been photographed many years later, styling the same outfit.
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