People
“People” as one of pillars shows diversity in the fashion industry, which plays a crucial role.Insider Intelligence (2022) points out that Generation Z refers to the generation that was born between 1997-2012, following millennials. This generation has been raised on the internet and social media, with some of the oldest finishing college by 2020 and entering the workforce.
Generation Z, as a new shopping and consumption group, has some obvious special consumption behaviors. gen Z loves and enjoys social commerce. Apps such as Instagram, TikTok, Snapchat, Spotify, and Twitter have features enabling this. The vast majority (97%) of Gen Z use social media as their top source of shopping inspiration and two in five (40%) follow brands they like on social media (Rand, no date). Since the outbreak of the pandemic, in fact, there has been an interesting change in where generation z spends their money. a CM Group study found Gen Z will ditch online shopping if retailers offer exceptional in-store experiences to draw them away (Rand, no date). Gen Z is a truly omnichannel generation, shopping open victory best suits them in the moment. Vogue business (2021) shows that They are 56 per cent more likely to have shopped for fashion in-store over the last three months and 38 per cent more likely to have shopped online in the same timeframe.
Gentle Monster
gentle monster is known and popular for its “weird aesthetics”. Kim, its founder, captures the freshness of consumers, constantly exceeds consumers’ expectations, and creates countless novel and immersive consumption Spaces. The global pandemic has turned people’s attention online. Words like augmented reality, virtual reality, and metaverse have become much closer to our reality. gentle monster creates a world of futuristic technology through futuristic art works and installations (Bae,2021). An immersive experience that appeals to a large number of consumers, especially gen z, who boldly explores new things, is certainly the secret of GM’s success. “You’d think they were crazy – holding free art exhibitions in the most expensive parts of big cities,” Aurora Private Equity’s Amanda Sun wrote in a research note. “But that’s what they remember. A good flagship store will easily attract young consumers, and their share on SNS will attract more, “he said (Qian,2017).
The key to a brand’s success is to define the brand’s story and capture the minds of Gen Z consumers. First of all, brands should have unique selling points to attract consumers’ attention and meet their values, preferences and interests. Secondly, the visual marketing of offline stores and online platforms has great competitiveness, and a perfect consumption experience can retain many consumers. Finally, Gen Z is responsive to social media and Web ads (Brenner,2022). Therefore, the scope and frequency of advertising exposure will also attract traffic.
Reference
Bae,S(2021) Physical space is now more important for brands—not less Available at:https://www.campaignasia.com/article/physical-space-is-now-more-important-for-brandsnot-less/472880(Accessed on Oct 17th)
Brenner,S (2022) What Companies Need to Know About Generation Z Consumer Behavior Available at:https://clarkstonconsulting.com/insights/generation-z-consumer-behavior/ (Accessed on Oct 17th)
David Rand (no date) Generation Z consumer behavior: What brands need to know Available at:https://www.the-future-of-commerce.com/2022/07/04/generation-z-consumer-behavior-what-brands-need-to-know/ (Accessed on Oct 17th)
Insider Intelligence (2022) Generation Z News: Latest characteristics, research, and facts Available at:https://www.insiderintelligence.com/insights/generation-z-facts/ (Accessed on Oct 17th)
Qian,Q (2017) The Secrets to Luxury Eyewear Brand Gentle Monster’s Rapid Rise Available at:https://jingdaily.com/the-secrets-to-strange-luxury-eyewear-brand-gentle-monsters-quick-road-to-success/(Accessed on Oct 17th)
Figure
GENTLE MONSTER (no date) GENTLE MONSTER Available at: https://www.gentlemonster.com/sg/store(Accessed on Oct 17th)
Vogue business (2021) Gen Z shopping trends uncovered Available at:https://www.voguebusiness.com/consumers/gen-z-shopping-trends-uncovered-pay-pal (Accessed on Oct 17th)