Building Effective Marketing In The Fashion Industry for Generation Z
Updated: Jun 25, 2019
The fashion industry is constantly evolving, especially with innovative generations who have ultimately redefined what fashion is and how it translates into the world. Millennials have bridged the gap between fashion brands and their audience, and they have helped brands to enter markets that they didn’t have access to before. But the Millennial star is slowly starting to fade as Generation Z is (literally) becoming of age.
Gen Z's, also known as the Homeland Generation in the U.S., were born between mid-1990s to mid-2000, and the characteristic that sets them apart from any other generation is that they have been living in the digital age since their whole lives. Members of Generation Z are known as "digital natives" and are enormous consumers of technology: 35.5% of them spend an average of six to ten hours per day on their mobile devices.
How to build effective marketing for Generation Z in the fashion industry?
Specifically speaking, Millennials made it possible for fashion brands to market their products across the globe and make new fashion trends easily adaptable and Gen Z was born into this reality of "fast fashion" and connected shopping experiences where you they could tap a finger on a screen and get a garment delivered from across the world in a matter of days.
Generation Z members feel most comfortable connecting with peers through social media, and platforms like Instagram or Snapchat are some of the channels they use to quickly spread the word of new fashion products. This generation is reported to be especially susceptible to the messages they see on social media: 42% of Gen Zers agrees that what they read on social platforms directly influences how they feel and think. This has become an easy and efficient way to bring attention to fashion brands and integrate these type of online platforms into their marketing strategy.
Social media is so effective that fashion brands are paying social media influencers to advertise their products to thousands of followers because they recognize that those influencers not only have an established audience, but they have built lasting relationships with their audience. In reality, this makes the perfect recipe for effectively marketing fashion products without the extra time and effort it takes for brands to engage with people across different social media platforms.
Among other platforms are YouTube and blog sites. Ultimately, these influencers use their popularity to their advantage and to the advantage of many fashion brands.
Because Millennials and Generation Z are so close in age, there are similarities between the two generations in the way they spend money on fashion and apparel, but Gen Z is on the rise now. As Millennials, they prefer to shop at physical stores and look for what represents them, so retailers need to make their products special for each customer and create value by individualizing their items.
Even though they enjoy purchasing in brick-and-mortar stores, Gen Z will actively look and inform themselves through online channels, so fashion businesses must not forget to build a seamless online shopping experience that will engage with this generation (with an average attention span of 8 seconds, should you know). In today’s world, the fashion industry relies on Generation Z to help them progress forward and their influence in the fashion industry appears to only dig deeper, especially when it comes to marketing.