digital era

d i g i t a l t h e

e r a

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 gener

ation. 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 gener

ation 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