Capturing Gen-Z Voices
Caitlin Forbes
“Independent Thinks: The Rise of Generation Z” episodes are central to highlighting young consumer voices. Since the inception, Retail Revolution has been a platform to gather perspectives and learn from experts in a multitude of fashion related fields. But what about the Gen-Z stance on the fashion landscape? This voice can’t go unheard, especially in our current landscape. This series was created for Gen-Z thinkers to channel their thoughts on socio-political issues, technology and challenge brands’. Additionally, these episodes welcome all professionals to learn from these Gen-Z voices and expose them to their attitudes and desires, to aid in rethinking retail’s future.
I recorded three interviews with consumers from coast-to-coast and in-between. For those of you that haven’t had the chance to listen to these episodes, here are three major takeaways:
First, it was interesting to see that all three Gen-Z consumers preferred the experience of shopping in person versus online shopping. Separate from one another, they all responded that they are shopping less now because many stores are still shut down and they prefer to interact with clothing and shoes before purchasing them. Despite what many people think, these Gen-Z buyers favor shopping in brick and mortar stores.
Another major takeaway was that the individuals interviewed have a heightened awareness of brands’ communication. They spoke clearly about brands’ authenticity in their marketing and messaging. In addition, these same individuals expressed their displeasure with a lack of transparency and could easily pierce the disingenuous messaging the brands voiced.
The final insight attained is that these three Gen-Z customers demand brands to align with their expectations and values. If a brand disappoints these consumers, it will take proper efforts and significant time to restore a tarnished reputation.
“Independent Thinks: The Rise of Generation Z” episodes voice thoughtful perspectives and the beliefs of young consumers that are shaping retail’s future.
Caitlin Forbes is a MPS Fashion Management graduate student at Parsons School of Design in New York City. She is also an intern for the Retail Revolution podcast this summer.
