BoF’s guide to why and how Gen-Z in the US engages with fashion — defining six personality clusters and examining behaviours through social media analysis, surveys and focus groups.
Gen-Z — aged between 12 and 25 and accounting for approximately 25 percent of the world’s population — is now coming into its own. But Gen-Z is truly unique. As the first digital natives, their formative years have been unlike that of previous generations, creating a greater cultural chasm between Gen-Z and older generations.
In this report, BoF Insights reveals the results of a proprietary survey of nearly 1,000 US Gen-Zers conducted in partnership with Juv Consulting, four focus groups, and an analysis of 5,000 public social media posts to create distinct personality clusters conducted in partnership with Quilt.AI, alongside 20 interviews with senior industry experts.
By diving into Gen-Zers' affiliations, interests and values — including their favourite brands and influencers and preferred styles — BoF Insights provides executives with the data they need to best engage with this next generation.
Length:99 pages File Format: PDF
Price:
£2,495.00
Table of Contents
Social and Economic events by US Generation from Baby Boomers to Gen-Z
Gen-Z Global Population and in the US
Gen-Z’s Preferred Entertainment Categories
Gen-Z’s Influence on Family and Friends’ Fashion Purchases
Per Capita Spending on Fashion and Footwear by Age
Generational Wealth Gap in the US
Enduring Gen-Z Characteristics versus Ephemeral Characteristics
Importance of Social Media to Gen-Z
Comparison of Gen-Z and Gen-Alpha
Six Key Gen-Z Values
Information
Identity
Improvement
Ideology
Introspection
Informality
Six Personality Clusters Derived from AI Analysis, Including Profiles and Moodboards
Forgers
Signallers
Satellites
Rebels
Explorers
Idealists
Cluster Overlap
Reasons for Purchasing Fashion
Favourability Toward Different Fashion Segments
Attitudes Toward Luxury
Attitudes Toward Counterfeit Luxury
Importance of Different Brand Traits
Favourite Fashion Brands
Case Study: Gucci’s Audience Development
Favourite Shoewear Brands
Case Study: Dr. Martens’ Authentic Brand Style
Importance of Different Product Traits
Splurge versus Save Fashion Categories
Reasons for Initiating Shopping
Sources of Fashion Inspiration
Sources of Fashion Information for Purchasing
Comparison of Favourite Social Media Platforms
Online / Offline Shopping Behaviour
Methods of Fashion Disposal
Resale as a Mainstream Activity
Brand Communications
Gen-Z’s Use of Irony in Communications
Leveraging User-Generated Content and Brand Ambassadors
Aligning Initiatives with Brand Statements
Degree of Purpose Communications by Favourite Gen-Z Brands
Brand Style
Fashion Inversion and Trend Acceleration
Case Study: Princess Polly’s Trend Forecasting
Brand Communities
Degrees of Community Involvement
Community Tactics by Personality Cluster
Case Study: Remass Pop-Up in Sook Space
Brand Evolution
Cultural Shifts
Case Study: PacSun Moves Beyond Surfer / Skater Roots
Technological Shifts
Case Study: Elf Beauty Pursues BeReal Strategy
Why Buy this Report
Assesses the generational divide and prevailing attitudes of each major US generation from Baby Boomers to Gen-Zers, including a detailed examination of why Gen-Z is distinct by identifying six key values
Features proprietary research with Gen-Z consumers in the US, revealing the most in-demand fashion and footwear brands, shopping triggers, sources of inspiration, and information for purchasing and finally methods of product disposal (including resale)
Analyses six key personality clusters that are representative of the US Gen-Z population using machine learning applied to social media profiles
Highlights concise case studies on Dr. Martens, Gucci, PacSun, Princess Polly and Remass (one of the top sellers on Depop), as well as strategic analysis of fashion companies like Abercrombie & Fitch, Aritzia, Forever 21, Gap, Guess, J. Crew, Nike and Patagonia
Unpacks tactics for brands and retailers to effectively appeal to Gen-Z related to tailoring communications, honing in on style/positioning amid trend acceleration, building and engaging communities, and enabling a company to identify and adapt to cultural and technological shifts
Research Inputs
Survey panel of c. 1,000 Gen-Z participants (aged 13 - 25) across the US fielded by Juv Consulting
Social media analysis by Quilt.AI of c. 5,000 public Instagram posts conducted via machine learning to create six personality clusters
4 focus groups with a total of 15 Gen-Z participants located across the US (conducted with The Z Suite from BCG PR and Juv Consulting)
8 interviews with executives from agencies, consultants, start-up operators and influencers and 12 interviews with founders, chief executives and other senior executives from brands, retailers, rental platforms, resale platforms, and gaming and social media platforms
Companies featured in the report include: Abercrombie & Fitch, Adidas, American Eagle, Aritzia, By Rotation, Claire’s, Depop, Forever 21, Gucci, Guess, H&M, Levi’s, Louis Vuitton, Nike, Old Navy, PacSun, Patagonia, Pink, Princess Polly, Puma, Roblox, Shein, TikTok, Under Armour, Uniqlo, Urban Outfitters, Vans and Zara
