Gen Z’s Fashion Power

Gen Z, the generation born between the late 1990s and early 2010s, is becoming one of the most powerful groups in the fashion world. Their tastes, values, and buying habits are reshaping how brands design and sell clothing.

Unlike older generations, Gen Z shoppers value self expression over fitting into trends. According to Statista (n.d.), Gen Z consumers in the U.S. are the most likely age group to closely follow fashion trends. However, they don’t just follow they adapt trends to fit their personal style, often mixing thrifted clothes with designer pieces or casual wear with bold accessories.

Another big priority for Gen Z is sustainability. This generation is more aware of the environmental impact of fast fashion and prefers brands that are eco friendly and transparent about how their clothes are made (McKinsey & Company, 2023). They also care about social justice. For example, if a brand has unfair labor practices or lacks diversity, Gen Z is quick to speak out and stop buying.

Fashion United (2023) notes that many brands are already changing how they market to appeal to Gen Z. This includes using diverse models, supporting mental health awareness, or launching resale programs to extend the life of their products. Gen Z expects companies to take real action not just talk.

Brand loyalty is also different for this group. McKinsey & Company (2023) reports that over 50% of Gen Z shoppers in the U.S. are willing to try new brands, compared to only 33% of older shoppers. This means brands must work harder to keep Gen Z interested by staying authentic and up to date with current issues.

To succeed in today’s fashion industry, brands must understand that Gen Z doesn’t just buy clothes they buy values, identity, and purpose. And their influence is only going to grow.

Can Yigit Saglam

Fashion United. (2023). Gen Z’s impact on fashion brands. https://fashionunited.com/news/fashion/gen-z-s-impact-on-fashion-brands/2023052949732

Statista. (n.d.). Generation Z fashion in the United States - statistics & facts. https://www.statista.com/topics/9997/generation-z-fashion-in-the-united-states/

McKinsey & Company. (2023). Mind the Gap: Should fashion brands find a new fit with Gen Z?. https://www.mckinsey.com/~/media/mckinsey/email/genz/2024/11/2024-11-19b.html