There's a lot to say about fashion these days. Where fashion is headed especially within today's burgeoning teenage market is one conversation lots of people are having.
Besides melding current cultural trends in art, music, movies, science and tech with contemporary social and political thought and a menagerie of images from the runways of Paris, Milan, London, Tokyo, New York and Los Angeles, a fashion savvy someone needs digital connectivity (the likes of Instagram, Tumblr, Pinterest, Twitter, Snapchat) and to befriend a discerning 13 year old in order to feel the pulse of teen fashion. How designers design and retailers market for their fastest growing client base- today's Generation Z- is a journey with a smartphone and all new rules.
Generation Z(ers) - post Millennials, born mid-90's to mid-2000 - are emerging onto the fashion scene with smartphones in hand and a strong sense of who they are and where they're headed. This group's the most socially conscience, tech savvy generation ever. They're smart, sophisticated and phenomenally connected to the world - using social media as their most important means to get information, interact and communicate. They think on their own, have an entrepreneurial spirit, influence others (peers and people in high places- especially advertisers, fashion designers, policy makers) and favor a collaborative “we before me” mentality. For sure, they move at a pace and in directions that are causing the world to take notice.
By 2020, Generation Z will make up 40 percent of North American spending and 60 percent of these teens will buy brands that support causes that they believe in. Well over 80% don't care about designer labels, but search for fashions that sell and deliver what they want in innovative ways. With these strong stats behind them, no one can argue that this generation is a self-reliant force deserving of respect and recognition.Read More