Target consumer- Generation Alpha

TARGET CONSUMER

My campaign entails to be ahead of the curve in its response and as I am determined to push my own boundaries in what I produce, scoping into the newest cohort and adapting to their tastes instead of the Generation I belong in, Generation Z, will permit this. They are the voices who will be demanding change in the industry from the overburdening of consecutive crises, financial fears and climate problems associated with the fashion domain and the outside world. They are currently being titled as the catalysts for making a difference in society, but this sudden surge of immeasurable reliance could soon make them rebel, just as the youth did in the 1970’s. My campaign is one of non-conformity, pushing the traditional from its norms and conjuring projection of voice through clothing and music combined. It relies heavily on nostalgia, something Generation Alpha will seek comfort in amidst the fears of their prospective.

As the cohort embodying children born from 2010 onwards, the eldest is currently 13 years old. My campaign is entailed for a future collaboration, thus making them a suitable market since youth are formulating their own opinions from an early age- “they are independent when it comes to making their own decisions and they expect their individual needs and preferences to be taken into account” (Iberdrola, 2021) further demonstrating their demanding nature and dominating behaviour to have everything as they please. This situates them as the perfect consumer for the collaboration as they will be enticed towards clothing which rebels when they don’t get their own way out of society. Furthermore, with their demands for originality and authenticity already being notified, a 3-way collaboration will most certainly spark their interests and compel them to purchase into the brands and gain a noticeability for the Jil Sander label.

As digital natives presently seeing the world through the eyes of TikTok and Instagram, Generation Alpha will be following the footsteps of influences, like Machine Gun Kelly and Matty Healy already through these platforms, particularly the latter as he was recently trending for his eclectic and non-conformist performances on stage!

Gen Alpha are recorded to be “the most diverse generation in history, looking for representation and inclusivity and helping people as the number 1 priority for 12–15-year-olds” (Nuttall, 2022”). All the brands I am taking forward (Jil Sander Charles Jeffrey and Mateo Velasquez) have elevated values for communalising genders through androgynous fashion. Velasquez and Jeffrey most notably have strong beliefs and advocation for LGBTQIA+. Generation Alpha will appreciate brands who stand for this, hence concluding why they will be the target market for my FMP.