Often described as true digital natives, Generation Z, otherwise known as Gen Z, is currently between the ages of 8 to 24-years-old. Comprised of those born between 1995 to 2010, they have grown up with the internet and social networks and are adept with mobile devices and their usage. This digitally-savvy cohort places a high value on individualism and altruism and tends to approach life decisions pragmatically, according to a report on Generation Z and its implications for companies published in 2018 by McKinsey & Company. This generation also believes in mobilizing themselves for causes that tie in with their beliefs. In terms of consumption patterns, they are more vocal about what they want from brands, as well as more discerning when it comes to making purchases.
So how does this impact apparel brands looking to attract a generation poised to outspend even Millennials ? According to a 2018 study published by the International Council of Shopping Centers , the following insights characterizes how this generation shops:
- Bricks & Mortar: Three-quarters of Gen Z say that shopping in physical stores provides a better experience compared with shopping online because of the ability to socialize, physically see items and get them immediately.
- Value-oriented: For apparel, the most significant share of Gen Z make purchases at discount department stores. They are also less likely to shop at other types of retailers than older shoppers.
- Digitally-influenced: Roughly eight out of every ten members of Gen Z have purchased items in stores as a direct result of seeing them on social media, with YouTube being the most influential platform.
What do Gen Z shoppers want from fashion brands?
Gen Z’s approach to shopping is motivated by value, although studies have shown that they also have high regard for brands perceived to embody ethical elements. Multi-channel research on best prices and best value before the actual purchase is common and value, personalization, brand ethics, and transparency all play a role in attracting the typical Gen Z consumer. “Businesses must rethink how they deliver value to the consumer, rebalance scale and mass production against personalization, and—more than ever—practice what they preach when they address marketing issues and work ethics.” cites the Mckinsey report.
To maintain relevancy and a competitive edge, apparel, and fashion brands looking to tap into the purchasing power of this generation need to succeed at the following:
- Personalization: The retail experience needs to feel personal, and brands should actualize the potential of technology and consumer data to create clothing that speaks to the uniqueness of the individual, be it in fit or style.
- Accessibility: Being able to purchase a piece of clothing seen on social media IRL should be easy, fast, and seamless.
- Sustainability: Gen Z is more aware of which brands are more ethically-conscious and place emphasis on sustainable methods of production and distribution. Brands that embody sustainability as part of their business DNA are aligned with their values.
How Fit Technology Solves This:
We are at the stage where apparel brands cannot ignore technology’s role in solving traditional retail limitations. Retail innovations centered around the use of artificial intelligence and machine learning technologies have distinct competitive advantages for apparel companies that are quick to adopt and integrate them. For example, the Smart Size Chart by Bold Metrics utilizes proprietary machine learning technology to help brands match customers not just their best fit according to size, but also to sizing options based on individual shopper fit preference. For apparel brands, fixing fit leads to greater customer satisfaction, reduced returns, and higher conversions. With proper activation, it also helps produce concrete sustainability results.
By focusing on solving fit-related issues and improving the customer experience around sizing, fit technology can help brands better address the demands of Gen Z as they shop, both in-store and online. With significant amounts of data available on a customer’s taste, style, and sizes, brands can leverage fit technology to tailor the shopping process to the individual, for example, by instantly connecting customers to clothing styles and brands that fit them better. Machine learning-based fit technology tools, train using a feedback loop that helps improve the accuracy of their results over time. Combined with garment specifications, actual consumer body measurements, and returns data, the resulting actionable insights generated helps streamline a fashion brand’s supply chain and manufacturing process. These data-backed insights facilitate a design-to-demand capability, reducing unnecessary or unwanted stock in the long term. With the demand for greater transparency by a more socially conscious generation, brands continue with unsustainable, wasteful methods of manufacturing and production at their loss.
For apparel brands looking to court Gen Z, fit technology makes shopping in-store and online more accessible and helps create a seamless omnichannel experience. Bold Metrics machine learning-based fit technology doesn’t require awkward selfies, measuring tapes, or body scanners. Instead, just a few simple data inputs from customers enables brands to scale personalized shopping experiences for their customers, along with empowering a more actively sustainable approach to retail. Today’s cutting-edge fit technology can provide a cost-effective, smart solution to help brands serve not just Gen Z, but all future customers, better.
