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FIGURE 5 : Post Virtual Garden by Hannah Neckle
Generation Z, otherwise known as Gen Z or iGen are those born after 1995 and are considered the future of the global economy according to Engarde. By 2020 this generation will be the largest group of consumers worldwide (“Introducing: Generation Z - who they are, what they do and where they shop”, 2017). Commercialised in 1995, Gen Z do not know a world without the internet which makes them the most digital native generation the world has seen, with the internet being a regular part of their daily routine. They have grown up during the most accelerated and game-changing periods of technology advancements in human history. They are oblivious of a life without follows, likes and views and see very little distinction between their on and offline lives. However, the up and coming generation, Alpha, are the ones to watch. According to AdAge, brands are going after kids under the age of 10, who are fast emerging as mar-
FIGURE 6 : SUPERIMPOSE, Zalando, Sneakernet FW19
keting’s power players (Pasquarelli & Schultz, 2019). The tech-savvy counterparts of the Millennials could soon
make Gen Z an afterthought, which means it is essential for brands to start catering for this impactful generation. Mark McCrindle, a social researcher in Australia who coined the phrase Generation Alpha, stated that “Generation Alpha will be the most formally educated generation ever, the most technology-supplied generation ever and globally the wealthiest generation ever” (Pasquarelli & Schultz, 2019). Their biggest demand, however? Devices and screen time. Therefore, I feel it is essential for the fashion industry to cater for these generations, and it is clear that this new experimental way of communicating, gaming, will be greatly received by these generations. They demand connectivity and interactivity, both of which gaming will provide.
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