University of Fashion Blog

Category "Marketing"

GOT THE HOLIDAY SPIRIT? LOOKING FOR THAT LAST MINUTE GIFT?

Five days until Christmas, the clock is ticking and suddenly you remember that you forgot someone on your Christmas gift list. OMG!

It’s too late now to order from Amazon, so what are you going to do? Solution…give a unique gift certificate to the world’s largest fashion education video library!

Our once-yearly sale expires 1/1/23 and so there’s still time to get in on our discount.

Get a yearly subscription for $40 off (was $189/now$149) or $5 off the first month of a monthly subscription (was $19.95/now$14.95). Click here to made it happen: https://www.universityoffashion.com/holiday-offer/

If you are already a University of Fashion monthly subscriber or free member, just log in as usual and look on your left for one or more “Upgrade” offers equivalent to the above! Remember, all subscriptions gives unlimited access to every lesson on our entire website, that’s 500+ lessons!

 

WHY UNIVERSITY OF FASHION?

University of Fashion Home Page

University of Fashion has over 500 fashion education video tutorials, taught by fashion profs and industry pros, that both educate and entertain. We have 13 different disciplines to learn from: draping, pattern making, sewing, fashion art, CAD fashion art, CAD pattern making, menswear, knits, childrenswear, accessories, product development, and a fashion business section that encompasses retailing, merchandising, visual merchandising, branding & licensing,  as well as a lecture series that encompasses textiles, color theory, trend forecasting and lots more. Whether you’re interested in a fashion career, or perfecting your existing skills, or just ‘fashion curious’ – a gift certificate to UoF is THE most unique gift you can give.

Need some convincing? Read some of our testimonials:

“The University of Fashion Online is the most valuable tool that I found in relation to Fashion. It is a complement to my education. It is well structured and very complete. I am grateful to Francesa Sterlacci for having created it. I am also grateful to her Team for their contributions and great effort to put it all together. I love it! it is fascinating. I highly recommend it.” Espie Egger – UoF Subscriber – Switzerland

I was lagging behind in class and didn’t remember all the lessons my professor taught, so I went to the demos on University of Fashion for help. Thanks to the great demos I received a really good grade on the project! ” Chanica Pitaksakorn – Fashion Institute of Technology, Student

Everyone in the fashion industry, whether a student, a hobby aficionado or a professional should have a great resource for reference and support. University of Fashion provides the “how to” at every level for the first timers or just a refresher for the experts. A must have asset.”  Saul Kapilivsky Miami International University of Art & Design, Professor

“I have been teaching middle and high school for over 30 years and today I stand in awe of this amazing fashion tool. The University of Fashion video series is simply too good to be true. Every video is factual and correct. As I watch each video, I say; this is exactly how I teach this. The plus for me is that I do not need to do a demo over and over again before students get it. They can just watch these videos and also broaden their skills even beyond my knowledge. I am so grateful to be introduced to the University of Fashion.”  Callie Melton – Fashion Design Services Instructor/A.P.P.S Chair/FCCLA Advisor/Fort Lauderdale High School

 

DID YOU KNOW THAT WE ALSO HAVE COMPANION BOOKS AVAILABLE?

University of Fashion Book Series: Techniques for Beginners: Draping, Pattern Making & Sewing (Available everywhere)

Our book series was designed to complement our beginner draping, pattern making and sewing video lessons. Each book contains additional information to help with the learning process and they are another a great gift idea! Read some of our Amazon ratings:

DRAPING BOOK TESTIMONIALS 

 

draping book testimonial

draping book testimonialDRAPING BOOK TESTIMONIAL

 

 

 

 

 

 

 

 

 

 

PATTERN MAKING BOOK TESTIMONIALS 

Patternmaking book testimonial

 

 

 

 

 

 

 

 

 

 

SEWING BOOK TESTIMONIALS 

 

 

And for that fashion history buff on your Christmas list, why not get them our founder’s book, Historical Dictionary of the Fashion Industry?

Historical Dictionary of the Fashion Industry book

Historical Dictionary of the Fashion Industry Second Edition

OTHER UOF PERKS

In addition to our 500+ video lesson library you will also be able to access our Resources library consisting of a fashion terminology A-Z, design tools, a marketplace, fashion books, magazines & blog info and a list of fashion schools and fashion museums. You will also gain access to our free croquis templates:

So treat yourself to a UoF subscription or give it as a gift OR why not do both?

ANNOUNCING OUR NEW DIGITAL MARKETING SERIES


MEET YOUR NEW INSTRUCTOR: ROZA SALAHSHOUR

The University of Fashion is honored to add Roza Salahshour to our distinguished list of talented instructors.  Roza is a Digital Marketing Consultant & founder of Branderella, a 360° branding agency based in Paris.  She will be sharing her knowledge and expertise in our new Digital Fashion Marketing series. We are pleased to announce the launch of her first lesson, Introduction to Influencer Marketing.

Whether you are an established fashion brand or an aspiring fashionprenuer, knowing the ins and outs of digital marketing puts the power in your hands when launching your brand.

Roza began her career as a graphic and multimedia designer for tech startups before pursuing her interest in digital academically through a bachelor’s degree in Web Media technology (BSC), a  joint degree program between Staffordshire University UK, and Asia Pacific University, Kuala Lumpur.

During her studies abroad in Kuala Lumpur,  Roza had the opportunity to model part-time and participate in the marketing campaign for various fashion brands, including Tommy Hilfiger, JOGSHarper’s Bazaar & Bimba & Lola. In 2012 Roza took on the role of a fashion events coordinator launching & curating fashion shows for Harley Davidson & product shows for Laura Star through their Asian divisions.  In 2013 Roza co-founded MAVN Models designing and launching its digital presence before moving to Paris to pursue her MBA in fashion, luxury & Cosmetics at IFA PARIS. 

After short assignments for COTY Beauty & Iman cosmetics, Roza was sought out by various business schools to share her diverse international experience at the intersection of fashion, technology & business.

To date, Roza has served a variety of different universities including IPI (Group IGS), IPSSI, a digital marketing school, INGETIS, a BTS web & engineering school, Toulouse Business School, GBSB Business school, Madrid  and CIEE Paris, a study abroad Institution for American students wishing to explore Paris.

During her time at INGETIS, Roza created the Introduction to Technoprenuership Program for undergraduate students in Web Development and Networking curating a range of mini-modules including Startup Universe, Cash Cow & Founder’s Story.

At IPI, Roza designed and founded the Introduction to Digital Marketing Program along with practical coursework and online examination.  For Toulouse business school, she designed the Marketing Exchange Evolution program, a multi-faceted, interdisciplinary module at the cross-section of luxury, digital, and entrepreneurship.

At GBSB Business School she teaches Social Media & Public Relations for master’s students in luxury & business.

As a creative individual passionate about digital technology, Roza enjoys creating innovative modules that help creative enterprises tap into the exciting opportunities in the digital ecosphere!

Email:  Info@rozasalahshour.com

LinkedIn:  http://linkedin.com/in/rozasalahshour

Website:  https://www.branderella.com/

Check out the lesson preview:

The Future of Fashion: Power in Numbers

Year 2020 is upon us, and there’s no better time to take pause, reflect on the decade gone by and plot a bright new course forward.

In the past ten years, the fashion industry has seen some major shifts. In New York alone, the home of fashion week has bounced around from Bryant Park to Lincoln Center to the piers and beyond as designers have adjusted to a changing industry. Once extravagant runway shows have turned into presentations, private viewings for buyers in showrooms and studios, if not online iterations designed to showcase offerings. The power of social media and social media influencers have changed how designers market, brand and promote themselves. And the topics of sustainability, slow fashion and increased concern with how, where and by whom clothing is made have taken center stage.

Consumers have changed, too. In response to the fast and furious pace of social media, “I want it now!” mentality has driven designers to a see now, buy now cycle of production and selling in order to get their customers the clothes they want the day after they see them posted on Instagram. But consumers have also become more thoughtful with the fashion dollars they spend, taking into consideration the consequences of “fast fashion” on the environment and the humans behind the sewing machines making 9.99 trend-of-the-moment pieces.

All in all, the age old model of designing as an independent “head of house” designer, showing a collection, hoping buyers will bite, producing orders and delivering garments six months later to retailers has been turned upside down. Today designers are required to innovate, create, collaborate and develop a path in the fashion industry that will keep their design dreams alive.

The upside of this upheaval is that a bold new day in fashion is upon us—a future that is less about ego and more about educated decisions, less about opulence and more about open conversations about the real challenges our industry is facing. Running a profitable fashion business is a multifaceted operation, with more roles that need to be filled than any one human can possibly sustain.

In our opinion, the path forward will be paved with groups of designers and experts coming together for a common goal. Think of creative factories where there is no singular Marc Jacobs or Ralph Lauren, but instead a group of people, each with a particular talent, banding together as they work toward a common creative vision.

Consider for a moment the power of putting together a team of the following:

Sustainability Expert – Someone who can focus on making affordable and sustainable decisions in terms of materials and processes used. A sustainability expert may also focus on in house sustainable labor practices and options, think creating structure so that all involved enjoy a work/life balance and a healthy environment while at work.

Innovator – A designated innovator is one who can research new methods, ways of producing, materials, structures that support the efficacy of the the team’s common vision. An innovator is focused on the next step of the group’s progress.

Designer(s) – This individual or group of individuals set the aesthetic vision for the group. Imagine bringing together a team with specializations in womenswear, menswear, accessories, etc.

Pattern Maker(s) – Pattern maker(s) carry out the technical aspects of the groups vision, whether by traditional flat pattern or using 3D software, pattern makers create a library of patterns for the group.

Social Media Guru – Someone who thrives on the fast paced, changing world of social media and understands which channels appeal to the group’s customer as well as when and how frequently to release content plays a key role in any successful business today.

Influencer – An influencer who has a significant social media following and who aligns with the vision of the brand can truly alter the course of brand awareness and sales.

Brand Manager – Someone who acts as a liaison between photographers, a social media guru, designers, etc. and makes sure messaging is consistent. A brand manager may also seek out partnership opportunities that support the group.

Of course, this list is not exhaustive…there are models, photographers, and so on to consider. However, just imagine as an emerging designer, dedicating as much time to finding your tribe of like minded people with strengths different from yours as you do to learning how to draw a croquis.

Imagine pooling resources as you build a fashion business.

Imagine having emotional and professional support as you go through the typical ups and downs of any business venture.

And imagine not feeling the weight of an entire fashion brand on your shoulders as well as having a supportive team around you to celebrate the successes you will experience.

This notion of “better together” is already starting to take shape. In a recent WWD article, 7 New Designers to Watch for Spring 2020, you’ll notice only a couple of independent designers. The rest are brands made up of two, sometimes three designers under a common label.

The team at Colville Image: www.drapersonline.com

For example, in Milan, Colville is made up of Lucinda Chambers, Molly Molloy and Kristin Forss, three designers that met 15 years ago while working at Marni. Collectively, they share experience in styling, journalism (Chambers is the former British Vogue fashion director) as well as both menswear and womenswear. They speak to this idea of power in numbers when they say, “We are surrounded by amazing people who have become our mentors and influencers, friends, colleagues and each other. We involve friends to work and collaborate with us, we are building a Colville community, the collection isn’t just one voice and not even three but many, it’s an inspiring way to work.”

The team at Commission Image: @commissionnyc

In New York, Commission, a brand by designers Jin Kay, Dylan Cao and Huy Luong, is a great example of a tribe of designers with a common creative vision. All three designers are first-generation immigrants from Asia and inspired by their mothers’ style. They share an impressive collective resume of experience. Kay has designed for Gucci, Narciso Rodriguez and Prabal Gurung. Cao has taken turns at Alexander Wang, 3.1 Phillip Lim and R13, and Luong is a photographer with a background in visual communication design. Not only does this tribe of artists share an extensive list of strengths and a creative vision, they are also tied to a greater purpose of combatting the stereotypical and literal translation of “Asian” beauty and culture in the fashion industry.

It’s been a decade since I showed my graduate collection for the Academy of Art at NY Fashion Week (in Bryant Park!) and I never could have predicted how fashion would change. But now, ten years later, I am inspired by the thought of future designers banding together for the ride. Fashion is such a wonderful world of creativity, passion and excitement and it’s meant to be shared. In 2020, my wish for you is to honor and recognize your own strengths and seek out your tribe for the rest!

Are you inspired by other design teams? Please share below in the comments.

 

 

 

 

TIS THE SEASON: THE MAGIC OF HOLIDAY WINDOWS

 Louis Vuitton NYC Window display (Courtesy Photo)

Louis Vuitton NYC Window display (Courtesy Photo)

It’s the most wonderful time of the year…..the holiday season is a magical time when joyful cheer is celebrated and generosity for others is spread throughout the world. No matter what your religious beliefs, there is no denying that this season is filled with hope for a better tomorrow.  The holidays are also an opportunity for retailers and brands to end the year with high profit margins, as consumers shop for the perfect gifts family and friends.

The holiday season seems to be getting earlier and earlier. This year many retailers even officially kicked off the season by staying open on Thanksgiving! “Black Friday,” which is a public holiday in more than 20 states, presumably got it’s name from one of two theories: that the wheels of vehicles in heavy shopping traffic on the day after Thanksgiving Day left many black markings on the road surface. The other theory is that the term Black Friday comes from an old way of recording business accounts. Losses were recorded in red ink and profits in black ink. Many businesses, particularly small businesses, started making profits before Christmas especially on the Friday after Thanksgiving. “Cyber Monday” on the other hand, was first used in 2005 by the National Retail Federation (NRF), which needed a name for the flurry of online sales the Monday after Thanksgiving, since online merchants wanted the money that  brick-and-mortar stores were making on Black Friday.

But with today’s retail market being so saturated, and online shopping being so competitive, how do traditional brick-and-mortar retailers compete? The answer is simple, major department stores and retailers around the world lure customers in with their brilliant, spare-no-expense race for an exuberant gasp… holiday display windows, that have become a destination tourist attraction and in many cases a family tradition around the world!

Each store has their own unique style when it comes to their holiday windows. Macy’s and Lord & Taylor are known for their classic displays that delight Christmas shoppers and their children. Barneys New York is known for innovative and provocative displays, while Bergdorf Goodman and Saks Fifth Avenue are known for over-the top glitz. No matter what, these windows attract costumers, something that an eCommerce site can’t do.

The tradition of holiday window displays dates back to the Industrial Revolution, when in the late 1800s plate glass became readily available and allowed shop owners to build large, full length storefront windows to display merchandise. This was the birth of window shopping as we know it today.

It shouldn’t come as a surprise, but one of the first major holiday window displays was created by the Macy’s New York store in 1874, featuring a collection of porcelain dolls and scenes from Harriet Beecher Stowe’s book, Uncle Tom’s Cabin.

Children at the Macy’s toy window, ca. 1910 via The Library of Congress

Children at the Macy’s toy window, ca. 1910 via The Library of Congress

In the early 1900s major retailers across the U.S. began competing with each other. Store owners and managers used window displays to lure window shoppers into their stores, and holiday displays became more colorful and creative. By 1937, department store owner, specifically Lord & Taylor, decorated their windows with gilded bells that swung in sync with the sounds of recorded bells. This was a  turning point for retailers, as each began to transition their holiday windows into magical fantasy experiences, as opposed to just showcasing merchandise.

“Bell Windows” at Lord & Taylor, 1937 via MCNY

“Bell Windows” at Lord & Taylor, 1937 via MCNY

From that point on, year after year, competition among major brick-and-mortar retailers intensifies, as online shopping increases. But it’s this magical time of year that consumers are lured into stores to view these masterful works of art.  The grander and more innovative the display, the more attention it receives and let’s face it…the more likes on social media is always a good thing!

Here is a fantastical journey of holiday window displays from across the globe. Each retailer had a clear and strategic message to attract their customers.
Printemps Windows 2018 in Paris (Courtesy Photo)

Printemps Windows 2018 in Paris (Courtesy Photo)

At Printemps, in Paris,  Jules and Violette, the retailer’s recurring holiday mascots, are sent on a hunt for Santa Claus visiting the desert, Antarctica, the bottom of the sea, and mushroom-and flower-covered terrain with flapping butterflies.

Macy's Holiday Windows 2018 in NYC (Courtesy Photo)

Macy’s Holiday Windows 2018 in NYC (Courtesy Photo)

At Macy’s Herald Square in Manhattan, a tale of friendship, family, adventure and teamwork unfolds as Sunny the Snowpal works to save Christmas, befriending a fox along the way.

Bloomingdale's Holiday Windows 2018 in New York (Coutesy Photo)

Bloomingdale’s Holiday Windows 2018 in New York (Coutesy Photo)

Bloomingdale’s 59th Street flagship store in New York City was inspired by “The Grinch.”

Bergdorf Goodman's Holiday Windows 2018 in NYC (Courtesy Photo)

Bergdorf Goodman’s Holiday Windows 2018 in NYC (Courtesy Photo)

Bergdorf Goodman’s windows in NYC are a sugar-filled delight with everything from a gingerbread cuckoo clock, whose timekeeper is prone to wander from her enormous chalet, to a peppermint-hued dream featuring a candy cane wizard.

Saks Fifth Avenue Holiday Windows 2018 in NYC (Courtesy Photo)

Saks Fifth Avenue Holiday Windows 2018 in NYC (Courtesy Photo)

Saks Fifth Avenue’s NYC window portrays a fashionable shopper’s visit to the theater, where instead of watching the show, she dreams of the retailer in a whimsical fantasy.

Barneys Holiday Windows 2018 in NYC (courtesy Photo)

Barneys Holiday Windows 2018 in NYC (courtesy Photo)

Barneys New York takes the penny to greater heights with its Making Change theme, presented by the Barneys New York Foundation. The campaign, in partnership with Save the Children, invites guests to create some currency during the holidays, including using the hashtag #centiments, which results in a $5 donation by the foundation to Save the Children for every post. Now that’s spreading holiday cheer!

Galeries Lafayette Windows 2018 in Paris (Courtesy Photo)

Galeries Lafayette Windows 2018 in Paris (Courtesy Photo)

Galeries Lafayette in Paris envisions a “reverie with La fabrique des Rêves,” or manufacturer of dreams, featuring delightful characters imagined by children: furry dinosaurs and silly monsters in a playful and whimsical window is packed with toys and presents, plus seasonal pieces from the shop’s shoe and clothing collection.

Harvey Nichols in London Holiday Window (Courtesy Photo)

Harvey Nichols in London Holiday Window (Courtesy Photo)

Harvey Nichols, London is celebrating the new Disney film Mary Poppins Returns by showcasing four costumes worn by the cast. In reference to the iconic character’s favorite mode of transport, gold and silver umbrellas also decorate the windows.

Harrods in London Holiday Window Display (Courtesy Photo)

Harrods in London Holiday Window Display (Courtesy Photo)

Harrods in London serves up sweet treats in a festive celebration with oversized, mouthwatering  desserts.

Liberty in London Holiday Window Display (Courtesy Photo)

Liberty in London Holiday Window Display (Courtesy Photo)

Liberty London’s animal etchings on pillars and panels are a well-known part of the decor. The creatures appear in windows as two-dimensional black-and-white cutouts.

Selfridges in London Holiday Window Display (Courtesy Photo)

Selfridges in London Holiday Window Display (Courtesy Photo)

Selfridges’ “Santa on Tour” in London has St. Nick hitting the road and rocking designer created looks.

Mitsukoshi Holiday Windows 2018 in Tokyo (Courtesy Photo)

Mitsukoshi Holiday Windows 2018 in Tokyo (Courtesy Photo)

Mitsukoshi, located in Tokyo, mark the last Christmas of Japan’s Heisei period; the current emperor plans to abdicate in April, which will mark the beginning of a new period. Isetan creates a retro vision of the future featuring a rocking horse and snow globes cavorting with reindeer aided in flight by jet packs and Santa in a motorized sleigh.

Takashimaya Holiday Windows 2018 in Tokyo (Courtesy Photo)

Takashimaya Holiday Windows 2018 in Tokyo (Courtesy Photo)

Takashimaya’s in Japan’s Nihonbashi district store appeals to kids with mini carousels, model train and Ferris Wheel surrounded by plush animals.

Harbour City Holiday Windows 2018 in Hong Kong (Courtesy Photo)

Harbour City Holiday Windows 2018 in Hong Kong (Courtesy Photo)

At Harbour City, Hong Kong, shoppers who donate to the Hong Kong Blood Cancer Foundation can take a selfie with a giant video kaleidoscope where LED screen walls are filled with snowflakes, stars and rainbows.

Joyce Holiday Windows 2018 in Hong Kong (Courtesy Photo)

Joyce Holiday Windows 2018 in Hong Kong (Courtesy Photo)

Joyce’s dramatic holiday décor in Asia is a cross between, “The Wizard of Oz” and “Stranger Things.” The outcome is an upside-down Emerald City topped by a right-side-up Indiana cabin. The cutting edge retailer also has a 50 foot Christmas tree suspended from its ceiling.

So tell us, which is your favorite Holiday window display?

 

For those of you still on the hunt for the perfect gift for that fav fashionista:

.Historical Dictionary of the Fashion Industry

Historical Dictionary of the Fashion Industry (Courtesy Photo)

Historical Dictionary of the Fashion Industry (Courtesy Photo)

https://www.amazon.com/Historical-Dictionary-Dictionaries-Professions-Industries/dp/1442239085/ref=sr_1_1?s=books&ie=UTF8&qid=1543860001&sr=1-1&keywords=historical+dictionary+of+the+fashion+industry

You can also pre-order our various technique books to perfect your skills:

To pre-order the Sewing: Techniques for Beginners – https://www.amazon.com/Sewing-Techniques-Beginners-University-Fashion/dp/1786271982/ref=sr_1_7?s=books&ie=UTF8&qid=1543860128&sr=1-7&keywords=Sewing+Techniques+for+Beginners

Sewing (Courtesy Photo)

Sewing (Courtesy Photo)

To pre-order the Draping: Techniques for Beginners – https://www.amazon.com/Draping-Techniques-Beginners-University-Fashion/dp/1786271761/ref=sr_1_1?ie=UTF8&qid=1543860392&sr=8-1&keywords=Draping%3A+Techniques+for+Beginners

Draping (Courtesy Photo)

Draping (Courtesy Photo)

To pre-order the Pattern Making: Techniques for Beginners – https://www.amazon.com/Pattern-Making-Techniques-Beginners-University/dp/1786271966/ref=sr_1_3?ie=UTF8&qid=1543860796&sr=8-3&keywords=Pattern+Making%3A+Beginner+Techniques

Pattern Making (Courtesy Photo)

Pattern Making (Courtesy Photo)

 

 

And how about a gift certificate to the UoF?

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Two Holiday Subscription Deals
  • Get $60 off a new Yearly subscription here!
  • That’s more than 30% off our usual $189 yearly rate!
  • Offer Only available for new Yearly subscribers. Current Monthly subscribers or Free Members, see below.

  • Get $5 off your first month of a new Monthly subscription here!
  • That’s more than 25% off our usual $19.95 monthly rate!
  • Offer only available for new Monthly subscribers. Current Free Members, see below.

  • Current Free Members and Monthly subscribers: Log in as usual, then look to the left and click “Upgrade to Monthly [or Yearly] Subscription (Special holiday rate)”.


  • All subscriptions give you unlimited access to every lesson on our entire website!

THE NEW REIGNING GENERATION – GEN Z

Courtesy of Elle

(Courtesy of Elle)

Let’s face it, the focus of the last decade has been mostly all about Millennials (the group also known as Gen Y and Echo Boomers/the children of Baby Boomers). Millennials being the demographic cohort born between 1980 – 1994, who came of age (10 – 22 years old) between 1990 to 2004 and who represent approximately 71 million in the United States alone. Fashion brands and marketers got to know them well over the years and they expended lots of time and money understanding their shopping patterns.

But now…a new generation is taking center stage, Generation Z (also known as post-Millennials and the digital generation). Gen Z is defined as those born between the years 1995 to 2009 and who are coming of age between 2005 – 2020. Their current population is 21 million, but according to the U.S. Census, that number is projected to grow to 80 million, with spending power estimated at $200 billion annually and over $1 trillion globally in indirect spending power when you factor in their influence on parental or household purchases. Gen Zers are mega influencers and you can believe that fashion brands and retailers have been working overtime, trying to understand and cater to this new demographic.

Never mind the fact that some of this new cohort are not even old enough to vote, they are for sure driving the present and future of the fashion industry. According to a report by Barclays, “by 2020 Generation Z will be the largest group of consumers globally. They will account for 40% of consumers in the U.S., Europe and the BRIC countries (Brazil, Russia, India and China) and 10% of the rest of the world.” This generation has huge spending power.

Gen Zers are the first generation to be connected to social media from birth. They have the capacity to share events, opinions and experiences, and are changing society at lightning speed. In addition, they are empowered on how they view life and are simultaneously setting the stage for common attitudes within their own tribe. Gen Z are living in an exceptional world, one that is very different from previous generations. Let’s explore what Gen Zers are all about.

Photo Courtesy: Getty Images, Payton Hartsell

(Photo Courtesy: Getty Images, Payton Hartsell)

Digital Natives

Millennials were introduced to the rise of social media, tablets, smart devices and the mobility/connection that the digital revolution created as they were growing up. Gen Zers, on the other hand, were born digital and therefore have no idea that this is something new. Being digital is part of their DNA and as a result they are extremely tech-savvy and are self-learners. They have never known a world whereby they couldn’t instantly get connected or find the answer to any question that crosses their mind. They literally are growing up online and are connected more than 90% of their free time.

Courtesy of Getty Images

(Courtesy of Getty Images)

Economically Conservative

Another fact about Gen Z, is that they have only known turbulence and instability, having lived through the aftermath of 9/11 and experienced war and economic recession. They may have older siblings who struggled to find work during the recession, and this has now driven them to focus on self-awareness, personal reliance, financial conservatism and hard work. Therefore, they are more conscious on how they spend their money. They are aware of volatility within the market. And although the economy is currently strong, they are very careful where they invest and spend their money, should the economy slow. This also leads them to analyze brands more carefully. Contrary to Millennials, Gen Z are less idealistic and more realistic and for that reason fashion is less about ‘fitting in’ and more about making choices that reflect their identity. They are not spending less, they are just making smarter choices that reflect who they really are.

 

Social Activists

Gen Z is the first generation that has grown up in a world that is more openly diverse than in the past. They are much more conscious about their future. Globalization has allowed the mix and migration of cultures. Most of this generation grew up having an African American president in the U.S. – Barack Obama – and a woman Chancellor in Germany – Angela Merkle, phenomena that was not even thinkable in the past. The increased attention on the LGBT and environmental movements have forced impressive changes in history, making marriage equality a reality in places such as the U.S. and India, as well as the banning of plastic bags from different places, like China and the U.K. These and other related events have shaped Generation Z. Therefore, it is no surprise that this demographic cohort looks for brands that are conscious of the environment, diversely-inclusive and that offer non-gendered products.

Courtesy Time magazine

(Courtesy Time magazine)

A Generation Empowered

Contrary to Millennials, Gen Zers didn’t grow up over protected. They have not been given trophies just for participating. This generation has not been sheltered from the evils of the world. On the other hand, parents of this generation have taught their kids how to defend themselves in a world, where there is easy access to everything. They have been educating their kids and preparing them to deal with life’s difficulties, such as internet bullies, predators, school violence, economic setbacks and career challenges. Parents of Generation Z tend to have more open and consultative relationships with their children. They are pushing stronger to prepare them for life and this has created individuals with higher expectations. This unique social environment has made them a generation that is intuitively innovative, goal-oriented and realistic.

All the social characteristics and traits discussed above, can be seen in their preferences for fashion, entertainment and advertisement. And that is why they are so interesting. They have a unique way of seeing the world, and we need to see the world through their eyes in order to cater to them correctly.

 

So, what are Gen Zers looking for?

Generation Z may be perceived as impatient with short attention spans, but they are not superficial, they are quite hungry for authenticity. They want brands that meet their real needs, and they are always looking for the better, faster and more fun option in a brand. They are looking for brands with a realistic storytelling, something that connects with their individuality and their tribe. They are not obsessing with stereotypes, or images of beauty standards that have been created so far. Instead they actually challenge those old standards, because they want to relate with brands that resembles themselves. This generation doesn’t feel the need to change to fit in, in this world. They simply want to be their own true self and they are choosing brands that honestly reflect this inclusivity and diversity.

Generation Z is highly educated, technologically savvy and naturally creative. Even if they are immersed in social media, which may seem to some as trivial, they best use it to create a positive impact in the world. Therefore, you see them more likely pointing out injustice, racism and inequality. They only want to be associated with brands that are social and environmentally responsible, or which have a greater purpose than just “selling a shirt.” They are not to be fooled, they do not fall for beautiful things without content. They may be young, but they are way advanced for their time.

 

Courtesy of Business of Fashion

(Courtesy of Business of Fashion)

How can brands and retailers connect to these savvy consumers?

Thanks to Facebook, Instagram, Pinterest and Twitter, Gen Zers get to share everything they do, buy, and experience with their friends – real time. Because of this, they expect shopping to also be experiential. They don’t want to only buy “stuff,” they also want to buy the “experience,” with the product becoming an added bonus. For retailers, it’s as simple as encouraging a consumer to upload to their new outfit to Instagram, to personalize a bag with their initials, or, as complex as what some stores in N.Y.’s Soho have done, adding interactive technology, a meditation studio, or in-store basketball court among others. Retail stores are now realizing that they need to offer more than just a ‘transaction.’ A great example of this is Farfetch. Last year they launched their pop-up “Store of the Future,” where they provided a screen for customers to sign in and search for their bucket list or purchase history. They also have smart mirrors, so customers can request different sizes, alternative products or even pay without leaving the dressing room. Another example is the House of Vans London Skatepark, a location where art, music, BMX, street culture and fashion all meet up.

 

Farfetch’s  pop-up Store of the Future (Courtesy of Bloomberg)

Farfetch’s pop-up Store of the Future (Courtesy of Bloomberg)

 

House of Vans   Deep Bowl    London Skatepark                                            (Courtesy of Skateparks)

House of Vans Deep Bowl London Skatepark (Courtesy of Skateparks)

What experimental shopping tells us about Generation Z is that they care about things that connect them to other people. They are constantly looking for something that is going to stay with them, that is going to feel authentic and not robotic. Also, they are looking to ‘connect’ to the brand and the retailer. So today, smart brands realize that they must sell an experience along with their product. This experience doesn’t necessarily mean having to have complex in-store technology to ensure a remarkable customer experience, but they will need to offer a memorable interaction with the consumer. It has to be original, meaning it has to be close to the brand’s values and authenticity. The interaction needs to connect with the personality of the consumer and it needs to be unexpected and unique. It is all about personalizing the shopping experience and providing more than just a product.

As the fashion industry continues to decode the likes and preferences for Gen Z, others like futurist/demographer Mark McCrindle is leading the campaign to call anyone born after 2010 a part of Generation Alpha. According to him, 2.5 million Alphas are born around the globe every week.

 

Care to share a favorite Gen Z story of this group is helping to change the world?

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