How Gen Z Fashion & Shopping Habits Will Change the Future of Retail​

• Embracing Influencer Culture
• Creating a Safe Digital Shopping Space
• Fast Fashion vs The Gen Z Needs
• Attracting the Gen Z Community

Gen Z is considered the first true digitally native generation, and with 98% of this group owning at least a smartphone, it’s abundantly obvious how to get on their radar. The overwhelming majority of Gen Z live a good part of their lives online, and this heavy social media influence creates the perfect gap for fashion retailers to make an impact. The key to this is to embrace the growing influencer culture, since this has been proven to be the single best way to reach and intrigue the Gen Z community.

Gen Z has turned traditional marketing on its head and is highly skeptical of mainstream advertising, and this stems from a desire for genuine and relatable content. This is where authentic influencers step in as the golden middleman. Influencers, even micro-influencers, can reach a huge, targeted audience when they have an engaging fan base. Influencers who create a deeper connection with their audience have an impressive advantage when it comes to promoting products. Not only will this be more targeted than traditional advertising has ever been, but Gen Z also trusts the reviews and recommendations of influencers they identify with and get to know.

In this day and age, every click makes a difference, and Gen Z are shaping the fashion industry with their engagement and digital shopping. Studies have shown that nearly ¾ of Gen Z have been convinced by influences to make purchases. The hashtag #tiktokmademebuyit has over 6.7 billion views, so there is no doubt that this is the ultimate opportunity for fashion brands and retailers to make a significant impact on the market. Leveraging the power of influencers is the key to creating a buzz around your fashion business, and this organic content will only work to build your long-term success. Thanks to the rise of the influencer culture, social media platforms have now become the hottest shopping destinations, and this is an opportunity that cannot be missed.

The digital culture of Gen Z has many facets, and accommodating their buying habits is the next step for fashion professionals. Social media has become an integral part of everyday life for Gen Z, and this has led to a boom in digitally driven sales. Social networks have already surpassed normal search engines when it comes to fashion shopping among Zoomers, and thus it’s a vital lifeline for industry professionals. After these individuals find targeted, word of mouth recommendations from trusted influencers, the next step is checking their cart out, highlighting the need for convenient and efficient digital shopping options on these platforms. Fashion industry professionals can now address the need for a secure, safe and easy to navigate online store, even better if it’s directly accessible from social media platforms!

Consumer data shows that fashion ranks as one of the most purchased items online, and this is for several reasons. Gen Z sees digital shopping as a huge leap in convenience, but streamlining the shopping process is not the only advantage. This consumer group also uses online stores as an easy way to compare pricing and find the best bang for their buck. Capitalizing on low prices is one of the biggest e-commerce motivators for Gen Z, so adopting things like exclusive online discounts, sales and influencer codes is a highly effective strategy to lure the interest of Gen Z buyers.

It’s been established that about 2/3 of Gen Z customers aren’t in a hurry to buy either. They’re more than happy to wait it out for the best specials. Do you have good deals or exclusive items you want to promote? Well, there’s no better way to reach Gen Z than by using the vast world of social media to your advantage. The intrinsic draw towards online fashion from Gen Z is undeniable. Their propensity for digital shopping is a gateway for fashion professionals and businesses to make a profound and lasting mark. Understanding these changing retail dynamics is crucial to staying relevant in the future of retail, and for the considerable future, Gen Z will be the main focus of the fashion industry.

The grip fast fashion had on the world faded as quickly as it came, and Gen Z plays a huge role in this drastic shift towards sustainability. Brands and fashion names that want to succeed now need to redefine the way they interact with their target audience, and all of this in a virtual world where every aspect of their operations is blasted into the limelight. Gen Z browsing is so much more than just a past time, it’s something that’s transforming the shopping and environmental corporate world with every passing second. This generation is all about innovation paired with sustainability, and these trends determine which fashion professionals make the cut and which don’t.

The Deloitte Global Millennials and Gen Z Survey conducted in 2022 determined that Gen Z is the most eco-conscious consumer generation yet, and this is apparent in their shopping habits. 64% of Gen Z buyers are willing to pay a premium price to support sustainable fashion as opposed to harmful fast fashion. They’re willing to pay as much as 10% more to ensure sustainable shopping, posing a serious need for fashion professionals to make this shift sooner rather than later. Gen Z doesn’t just want an aesthetic product anymore, they want their fashion professionals to mimic their values and opinions on wider societal concerns. They’ve already proven that they aren’t afraid to boycott even big names that don’t align with sustainability and societal responsibility.

Since Gen Z is so incredibly connected at all times, they are known for bringing eco-friendly topics into the forefront of the conversation. When you invest in sustainable practices and environmental responsibility, the Gen Z network will shed light on this shift. This leverage in the current market is invaluable, so it’s a double bonus for fashion experts who can utilize strategies to increase their sustainability count. In fact, 75% of Gen Z now judge their fashion choices based on these concerns and not on the brand at all.

The importance of community to Gen Z cannot be overstated. One of the main ways that these consumers build these communities is through digital platforms, and this influences every part of their life from their hobbies to their shopping habits. Tapping into these communities is essential for fashion names trying to make an impact, and the first thing to know is that this generation is looking for higher levels of personalization in their shopping experience than any of the ones who came before.

Earning the loyalty of Gen Z consumers will require fashion experts to get creative about their approach, and social outreach is the tried and tested way to go. Gen Z uses platforms like YouTube, TikTok, Instagram and Snapchat for everything from product reviews to brand discovery, and this comes from very niche engagements and online communities. With around 69 million Gen Z consumers in the USA alone, this market is what allows fashion experts to get ahead of the curve and create a thriving community. The algorithm that drives the Gen Z digital lifestyle is incredibly advanced to ensure maximum success, and according to the highly successful content creator Tora Northman, “I could spend so many hours on there just because the content is so varied.”

With a nearly endless list of possibilities to reach Gen Z in the digital space, it really comes down to finding the community and target audience you want to engage. Fashion professionals and businesses who reflect the values and desires of Gen Z will find unrivaled support and loyalty from this group, and this is a huge insider tip that can skyrocket you to the top of the fashion industry. Instead of mass-produced fashion and ever-changing trends, fashion for Gen Z is focused on timeless pieces that’ll enhance their personal identity. Personalization in the shopping experience should thus be one of your highest priorities.

Appealing to Gen Z requires a fine balance of authentic relatability and societal responsibility, and this applies to everything from their lifestyle choices to their fashion choices. By curating a personalized and targeted fashion niche, professionals can win the hearts of Gen Z and have endlessly loyal consumers on their side. By combining influencer culture, digital tactics and ethical practices, fashion names can take the industry by storm. The world of retail is changing very quickly, and the enigma that is Gen Z remains the core of modern fashion, proving why embracing their needs is a sure-fire method to success.