WORLD WRAP
SINCE THIS GENERATION (GEN Z) IS ALWAYS POSTING
PHOTOGRAPHS, THEY PREFER TO BE SEEN IN CLOTHES THAT DO
NOT HAVE PROMINENT BRAND LOGOS. THEY DO NOT WANT TO BE
WALKING ADVERTISEMENT BILLBOARDS.
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stores, but in fact the pressure is
more, as these youngsters are well
aware of what other retailers are
offering and the best ‘buys’ available
online, putting pressure on the
retailers to deliver. So, to win with
Gen Z, retailers must be sharp with
both the in-store and online shopping
experiences. Some favourite Gen
Z retailers of today include Urban
Outfitters, UGG, Gamestop, The North
Face, Sunglass Hut, American Eagle,
Forever 21 and H&M. As a gender-
specific observation, while guys spend
more on products, girls spend more on
experiences.
for money. While Gen Z is realistic
about the challenges ahead, 89% of
them remain optimistic about their
futures, which is higher than any
other generation on record.
Vision Critical, in partnership
with research firm MARU/VCR&C,
recently ran a study exploring the
attitudes, behaviour and values of
this generation. In an interesting find,
it was discovered that the number
one thing that Gen Z shoppers look
for in the products is ‘aesthetics’
and admittedly, fashionable design
matters for 67% of them – more than
that mattered to any other generation.
Since this generation is always
posting photographs, they prefer to
be seen in clothes that do not have
prominent brand logos. They do not
want to be walking advertisement
billboards.
Retailers are already sensing this
opportunity, and recently Target
introduced a clothing line called Art
Class, designed with the help of 10
trendy ‘Gen Zers’, with collections
that refresh every four to eight weeks.
Contrary to their social persona and
love for the net, these Gen Zers love
shopping in-stores for their personal
styles. One may assume that this
is good news for brick and mortar
It is widely accepted that Gen Z is
even more attuned than millennials to
issues like sustainability, and believes
in its own power to make a difference.
A major change being predicted is that
fast fashion is going to turn to slow
fashion, because this generation is not
going to see the need to spend money.
According to an IBM/NRF study, these
young consumers have access to US
$ 44 billion in buying power, with 75%
saying they spend more than half of
the money available to them each
month. They’re very much willing to
switch brands, and they’re demanding
too. They’re also less swayed by
traditional marketing techniques, like
harnessing celebrity power, and they
have gone from blockbuster celebrities
to unlikely role models they see and
connect with on YouTube.
Another noteworthy characteristic
of these young Gen Zs is that though
they see the workplace as a battlefield
where getting a good job is a priority,
they are inclusive and tolerant of
difference. They have grown up in
a world where a black man was
leading the country, women were in
positions of power in the workplace
and gay celebrities were role models
in the open. Hence, they are not
judgemental. Retailers are using these
features to grab attention, as Gen Z is
creating their own personal brand and
not getting impressed by big names.
COMPREHENSIVE
RANGE IN
ACCESSORIES
Satin Woven Label • Taffeta Woven Label • Woven Edge Label
Laser Cut Woven Label • Laser Cut Fabric Appliqué • Transfer Print Labels
Printed Labels • Jacquard Laces • Embroidery Badges • Polyester Button
Printed Polybag • Sewing Thread • Plastic Hangers • Twill Tapes
Printed, Dyed & Plain Tapes • Gross Grain Tapes / Draw Cords
Heat Transfer Labels | PVC Badges • Transparent PVC Stickers
Tissue Papers • Rubber & Synthetic Badges • Woven Filled Badges
Woven Zip Pullers • Barcode Sticker • Hang Tags • PVC & Paper Stickers
Works: B-92, Phase-1, Mayapuri Indl. Area, New Delhi-110064 (INDIA)
E-mail: [email protected]
www.apparelresources.com | JULY 16-31, 2017 | Apparel Online India
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