Hello again besties! I don’t know about you guys but I am on the cusp in-between millennials and Gen-Z. Being a 2002-er, I grew up with very early technology. I remember when we used to read books 📖 but I also remember getting my first flip phone 🤙🏻 I am also witnessing the new emerging technological advanced society. Gen-Z are the first digital natives, who are born into a world of technology and unparalleled digital spaces. Gen-Z has grown up on technology, whether that be computers, phones, gaming devices and portable devices. We are reaching a fully interconnected globe, right in our fingertips 🤳🏻 I must say Gen-Z is now pivoting societal culture and norms rapidly. We are the leaders of the world, unofficially but sure look. Not only are we dominating political movements 🌍 like global warming and BLM, but on a more fashionable note too. Gen-Z are the new standard 💁🏻 As you can see Gen-Z are more than happy to spend money, even in today’s climate! What are we doing? Tell me your secrets besties don’t gatekeep! 😍 Especially in the USA, Gen-Z spend more money on fashion than other products like you would expect like food, video games and consoles (Schneider & Lee, 2022). Bringing it back around to technology, Quilt.AI is an AI based company that receives social media behaviour patterns and profiles to categorise US Gen-Z into narrowed down profiles and grouping. This is targeted marketing ✅ Although we are so diverse and different, I suppose these categories help the older generations group us into a box. Social commerce is the purchase of goods and services through social media (JustStyle, 2022). Imagine in a survey conducted it found that 98% of Gen-Z own a smartphones and average a 4 hour screen time (JustStyle, 2022). Fashion brands need to get on top of the everchanging trends and interests of Gen-Z! 💅🏻 Keep up besties… Algorithms can be a brands best friend, it can learn patterns and preferences that can boost interactions, clicks and potential purchases. These algorithms are available for brands to use with built in analytics in popular social media platforms. So if you wanna be insta famous, you know where to go 😉 Also Juv Consulting was a start-up and now company established by three 16 year olds entrepreneurs in 2016! (Schneider & Lee, 2022) While I was probably obsessing over boy bands… They surveyed 1000 Gen-Z individuals and they found that 89% said that fashion helps boosts confidence, and 82% further said that it is for their self-identities (Schneider & Lee, 2022).This is showing the emotional connection Gen-Z have with fashion and it just more than fabric sown together now. Texel.Moda is a 3D capture programme that helps analyse a human body for measurement, size and fit (Симонова, 2022). This can be personalised which only boosts profit for the businesses and positive experiences for consumers. And 76% of Gen-Z are in favour of digital services and products! (Texel, 2022). Gen-Z is fully on-board with this emerging technology in the fashion world, and brands need more momentum to creatively innovate this space to far beyond. And here, I am so ready to have my weekly online shopping made easier.
It is both environmentally friendly, by reducing waste, and more freedom and vision of my imagination. No more hassle of gambling on a dress anymore 🎲 Until next time, Michelle xoxo References: Schneider, B. and Lee, D. (2022) Bof Insights: Gen-Z and fashion in the age of realism, The Business of Fashion. The Business of Fashion. Available at: https://www.businessoffashion.com/reports/retail/gen-z-fashion-in-the-age-of-realism-bof-insights-social-media-report/ (Accessed: March 28, 2023). JustStyle (2022) How fashion for gen Z will rely on AI and Big Data, Just Style. Available at: https://www.just-style.com/comment/how-fashion-for-gen-z-will-rely-on-ai-and-big-data/ (Accessed: March 28, 2023). Texel (2022) Reshaping the future of shopping: Gen Z turning to Digital Fashion, Texel. Available at: https://texelmoda.com/blog/fashion-technology/reshaping-the-future-of-shopping-gen-z-turning-to-digital-fashion/ (Accessed: March 28, 2023). Симонова, А. (2022) Optimising fashion e-commerce: Online shopping avatars for virtual clothing try-on and size recommendation, Texel. Available at: https://texelmoda.com/blog/fashion-technology/optimising-fashion-e-commerce-online-shopping-avatars-for-virtual-clothing-try-on-and-size-recommendation/ (Accessed: March 28, 2023).
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