Back-up Plan 16. Artefact

A gen z consumer is a consumer that values, empowerment, morals and overall is a consumer with strong values. They are an omnichannel generation, their love for online communities can also translate to purchases. “TikTok’s #TikTokFashionMonth challenge helped inspire Gen Z to shop. The hashtag garnered 5.5 billion views.” (Nast, 2022). Generation z look for a sense of community and a feel of exclusivity. They look for a deeper meaning and strong brand message with complete transparency from the brands they purchase from.

For digitally native gen z’s they desire high- quality products with big designer labels. Conscious consumerism is an outlook that all gen z’s conform to although ultimately the Gen Z consumer looks for quality over quantity. After growing up in a world with the advancements of technology Gen Z have always wanted the latest trend piece its within their psyche a part of how they have been brought up in a world of consumerism.

so WHY LUXURY Streetwear ?

That is an easy question for me to answer. I have chosen luxury streetwear simply because it is what I am passionate about.

Growing up in the presence of the boomers they seem to have a blinkered mindset when it comes to fashion, luxury streetwear. With this generation questioning why a girl is wearing an oversized t-shirt, or why I’m wearing a Palm Angels t-shirt with heels for a night out. Luxury streetwear isn’t just a market it’s a lifestyle. As you can tell from my waffling it is something I am passionate about.

As part of my research, I picked 3 luxury streetwear brands that I enjoy: Palm Angels, Off-White, and Supreme. This helped me pinpoint a similarity between the three brands they are stereotypically all considered ‘male’ brands. This is where I discovered from my research that the main factor for me was acceptance. It left me wondering why decades ago Streetwear was not considered unisex. I found it interesting how over the years streetwear is evolving and found out that this was down to the designers that I researched into having a triumphant impact on the luxury streetwear scene. Along with the impact of social media playing a big part p0f the growth of luxury streetwear becoming considered more unisex, which is where the two go hand in hand. In order to make sure that my 360 campaign was future proof I researched into the future of the luxury streetwear market. I found that the market is constantly changing and how different subcultures have revo-