How can retailers and brands engage with “Gen Zens”? This generation (teenagers aged less than 18) will represent 32% of the global population by 2019, but without the same spending profile as Millennials or generation X. Fashion brands such as Hollister or Supreme are the new cults.
Retailers and brand owners, used to the power of baby-boomers, have adapted to the demands of Millennials. Now they need to adjust again to Generation Z. Studies show that “Gen Zers” prefer brands that are different to the “oldies”. The latest cult brand for this age group is Supreme (see below) rather than Nike. Furthermore, “Gen Zers” are set to outnumber Millennials within 12 months, according to a Bloomberg statistic in August, based on source data from the United Nations.
Gen Z will...
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