Gen Z consumers are more focused on experiences rather than materi-
alism when it comes to which content they enjoy, according to a senior
executive at MTV, the youth-oriented TV network.
The study, based on a global survey of 15,600 Gen Zers between the
ages of 13 and 21 from Retail Leader which title “Gen Z’s expectations
for the retail environment” mention, 56% say that a fun in-store experi-
ence influences who they buy from.
Just like their shopping habit, a study released last week by commerce
marketing company Criteo points out that 65 percent of Generation Z
consumers dislike buying things without being able to touch them and
34 percent of them frequently research about products online, but buy
them in store. This generation prefer to ex-perience things by them-
selves.
Key takes away:
Using an innovation of technology to create a new experience for both
in-store and online.
An example of online experience is Retailer Carlings has partnered with
digital influencer Perl.www to create a collection that only existing on
screen. Shopper can put a piece of their garment digitally fitted to a
photo of themselves by a group of 3D designers, allowing them to share
a picture on social media. Carlings believe that the future of personal
experience expression is from Immaterial Fashion.
Double experience: just like Maison Margiela AW18 collection, the gar-
ment has been seen through the screen differently colour with when
seen in real life. It is an idea of creating a new experience for the cus-
tomer and also merge digital and cycle world.
Experience comes first