Gen Z
- kacie-annemoncrief
- Aug 28, 2020
- 1 min read
Young people are being very inventive now with how they put their looks together. Euphoria is a great example of how fashion has become democratised, both in terms of the way people shop and how fashion is marketed.
The internet has made it easier than ever for brands to be exposed to new audiences. Apps like Instagram, Etsy, Depop, and the rise of direct-to-consumer retail, mean people can dress how they want, when they want to.
"There's a focus on rental, instead of acquisition," […] "Look at Spotify and Netflix; [Gen Z doesn't] own any of these things. […] and any number of the fashion rental programs that are emerging."
When it comes to fashion specifically, Gen Z may opt to rent from a company like Rent The Runway, rather than shell out full price at a department store. The most overarching theme of Gen Z is a focus on individuality that expands upon the non-conformity of millennials. YPulse data shows that over 80% of consumers ages 16-20 don't care about brand names, 75% enjoy trying new brands and as a result Gen Z are creating new and unique pairings, establishing looks in ways that even the designer wouldn't have imagined.
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