Personalized experiences, engagement and an ever-increasing awareness of the environment. These are the main elements that allow luxury and fashion brands to attract Generation Z and Millennials, that is, respectively, young people born between 1995 and 2010 and those between 1980 and 1994.
Brands and Generation Z: What Zedders Want
According to a research conducted by the students of MAFED, the Master in Fashion, Experience & Design Management of SDA Bocconi, promoted by the company Salesforce and focused on the preferences of Generation Z and Millennials, the 62% of young people under 30 do not have the feeling that luxury brands communicate with them. For the new generations, however, feeling involved by companies and brands is fundamental. In the relationship between brands and Generation Z collaborations that aim to contaminate the brand and allow it to fit into different product categories and price ranges play a fundamental role. Are you afraid that, in this way, a brand risks “diluting” its image? On the contrary, in the eyes of young people it strengthens it because it makes it unique, showing that it takes into account the needs of consumers. Are you interested in activating commercial partnerships to reach Zedders and Millennials? Let the specialized agency guide you University box.
Brand Strategy: Key Factors to Focus on
In the aforementioned survey, when it comes to luxury purchases, 52% of the interviewees prefer to shop only in flagship stores or large stores. Generation Z and Millennials, therefore, continue to appreciate the “physical” store as a unique and inclusive experience, which distinguishes itself from the “basic” one of fast fashion. At the same time, the digital front is also important: the 40% of luxury shopping is influenced by the online experience, especially through social platforms such as YouTube. Another one brand strategy to attract the new generations is to focus on sustainable production practices. The 90% of Zedders consumers believes that companies must demonstrate that they are responsible and that they care about protecting the planet and people's health. Are you interested in creating engagement with your company's products and services? Do you want to develop winning content and collaborations for under 30s? Contact University box.