In recent years, we must often hear a term, that is, "Generation Z", the rise of this generation not only dominates the fate of the world economy, but also represents the future direction of human life, its importance has surpassed the millennials (roughly the post-80s and post-90s birth group), becoming the world's main consumer group, but what is the Z generation?
Generation Z is simply defined as people born from 1997 to the early 2010s, choosing 1997 as the point of demarcation, generally believed to be related to Google's domain name in 1997, they can be said to be the first native generation to live in both the electronic virtual and real world from childhood, and the community relationships and values shaped by technological development have deeply affected the self-identity of this generation, which currently accounts for 35% of the global population.
Because they are the biggest difference from previous generations, is that they were completely born in the Internet age, so there are very big differences in personality traits and behavior patterns, one of which is that they are very good at using the Internet and new technology, Generation Z was born in the era of vigorous development of network technology, they have been familiar with technology products since childhood, from a young age to use electronic screen games and learning, their daily lives, including learning, play, communication, work, etc. have used new technology, they have the ability to make good use of technology, And properly applied to life and work, technology has become an indispensable part of their lives, so now many Generation Z designers will also communicate brands through the virtual world of the Internet, such as Balenciaga has held a virtual fashion show, and even sold clothing and equipment in the meta-universe to connect with the virtual world.
The second is that they almost live in social media, often in social media to receive information from all aspects, and spend a lot of time browsing social media every day, depending on the Internet, SMS, instant messaging, social networking sites, etc. as a necessary tool for communication, and they are eager to socialize, hoping to communicate with the outside world through social media, establish their own social circles, thereby giving themselves a sense of security and confidence, so now brand marketing has shifted from paper advertising to social content, using community materials to interact directly with Gen Z. More direct access to consumers and better results.
Then there is the biggest difference between Gen Z and previous generations in that they have cultivated unique ideas and critical thinking in the information-rich generation, and they are very brave enough to express their opinions, and the philosophy of life is "you do you", as long as they feel appropriate, they and others can be different and should express these differences; at the same time, they can also accept and respect diversity in various fields, including culture, politics, gender, race, sexual orientation and ability. Therefore, many fashion brands attract the attention of this group of people no longer just dazzling and beautiful clothing styles, whether the brand fulfills its social responsibility, whether it is humanitarian, and whether it is friendly, are important indicators for Generation Z to decide whether to agree and then be willing to consume.
Special Planner: Huayi Tomorrow Fashion Content Center
Layout: bbbird Layout Editor: Poplar Wood
Article written by: Ding Ni Photo editor: Greg Bike