Ah yes, Gen Z. The oldest members were born when the Internet was first introduced. So, they grew up with computers in the house. They also played around with Blackberries and the very first iPhones and Android smartphones. So, it’s safe to say that digital knowledge and savviness run in their blood.
Not surprisingly, Gen Zers consult TikTok, Instagram, and other social media platforms before buying apparel. But Gen Z is changing how people shop in other not-so-subtle ways. It’s time to explore these ways in more detail as well as ‘spill the beans’ on Gen Z’s favorite apparel. However, before doing that, it’s important to describe the traits that characterize Gen Z.
What Makes Gen Z Tick?
Gen Z is all about making money, but in a healthy way. They are also very soulful and environmentally conscious. Who can blame them in these regards? They grew up in a time when there was growing consciousness over the generally distressed state of Mother Earth. Additionally, they came of age at a time when the West no longer dominated, either economically or politically.
Approximately 63% of Gen Zers are eager to save as much money as possible in the next three months. The constantly rising cost of living in the West explains a lot of that. They’re also savvy shoppers. So, they are always eager to take advantage of clearance sales and great deals when clothes shopping.
A little over half (56%) of Gen Zers love E-commerce over traditional shopping. The pandemic solidified this preference in society.
Gen Zers stayed with their parents for much longer than previous cohorts. However, that gave them more time to save up for the big milestones that every generation is expected to achieve. That includes moving out, buying a house, and having kids.
However, Gez Zers are savvy shoppers. They also wear their ethics on their sleeves, especially when shopping for clothes. That means they want to buy ethically sourced clothing made under favorable working conditions. At the same time, they are not interested in paying a small fortune for their clothing.
They have vast purchasing power, numbering about USD 600 billion, and they’re revolutionizing the clothes shopping landscape by transforming it. Already, more than one in every four Americans belongs to the Gen Z cohort.
Gen Z Craves Authenticity and Uniqueness
Gen Zers, it seems, will no longer buy a Donna Karan dress simply because the world’s most popular models wear it on the trendiest and most famous catwalks in Milan this season. They were the first generation to truly grow up with and on social media. So, they prefer brands that are socially and community-oriented. A good example is Toms shoes.
Gen Z Truly Lives for the Moment
Posts and events are here today and gone in a second (literally) on most social media platforms. Not surprisingly, that for one moment psychology has been heavily ingrained in Gen Zer’s psyches – even more so than for other generations that grew up with the computer, including Millennials and Gen Xers.
So, they will connect with brands with a constant presence on social media much better. Gen Z also values loyalty. First impressions mean everything to them, and they will gladly switch retailers in a moment’s notice if they have even one bad experience with a retailer. Sitecore did a recent study which revealed that 57% of Gen Zer’s will gladly switch after a bad shopping experience.
Gen Zer’s have also redefined the word ‘go clubbing’ when it comes to clothes shopping. People go club hopping when they party at night clubs. Gen Zer’s do the same when clothes shopping. Just 16% of them, according to Accenture’s surveys, shop at a single store.
Customer Experiences Are Everything
All shoppers respond positively to a great shopping experience. That’s especially true of Gen Z. They may be the first generation in history to shop for clothes almost exclusively online, but they still want to be treated like royalty when they do. They crave stores that provide unique, exclusive, and personalized shopping experiences.
That means they will gladly leave sites that have a brontosaurus-speed load rate just as quickly as they came. Also, about 57% of Gen Zer’s will gladly switch brands if they find a better deal at another retailer – either online or physically. About 37% have no qualms about either not purchasing or leaving a bad review after a negative shopping experience.
They also popularise 3D shopping experiences because that’s what they crave. The reason is that they want to be entertained when they shop.
Gen Z is Reinventing the Wheel When They Shop for Clothes
Many decades ago, clothes shopping was a royal experience where people dressed up in their best to buy generic brands. Now, Gen Z is reinventing the wheel because they want to live the experience while shopping for clothes on their mobile devices in their pajamas at midnight.
