M A R K E T I N G T O G E N Z

Having previously mentioned that my target consumer is Gen Alpha, I have since changed my mind on which generation I think my concept would target. With further thought about how I can market to my consumer, I have realised that my concept would be something of which would naturally grab the attention of Gen Z as size inclusivity with second hand vintage is a major concern and hindrance for this generation.

Finding a solution to this gap in the market was tricky seen as my business works around clothes and sizing that already exist. But through further research, I found that most consumers of this market simply want more brands to spread light to this issue and talk about it more, and so this lead me to my idea of creating a social media campaign to generate awareness around this problem. Through the social media campaign, my intention is to hopefully be able to change perceptions surrounding the Y2K style being associated with the slim, white woman ideal to the all body sizes and shapes ideal.

With regards to marketing to Gen Z, Having grown up with smartphones, the internet, and social media, these digital natives are more likely to buy from brands that have established clear values, are inclusive, and have a strong online community. Attention spans are becoming shorter through the generations, Gen Zers have an uncanny ability to filter content. With a short attention span, “you have around 8 seconds to essentially tell us why we should pay attention before we move on.” (Thomas, 2022). As a result of this, my intention is to create an Instagram Reel for my marketing film to ensure that my consumer remains engaged, the best way to do this is to ensure that the film provides some form of entertainment or some sort of fantasy that stops the consumer from scrolling onto another video. With this element of fantasy, I thought it would be a good idea to use the Instagram Reel filters, potentially using a vintage filter to tie into my brand.