The New Visionary.
My research has evidenced that Gen Z has a disruptive loyalty amongst themselves rather than any brand. Therefore, brands must find new ways to connect with this generation emotionally to earn their loyalty now and in the future. Gen Z expects consumer-focused brand storytelling that puts emotional consumer benefits above everything (Langer, 2020). My research has highlighted the opportunity for avant-garde luxury brands, like Alexander McQueen, to connect with and empower the new generation of consumers. My 'New Visionary' concept will give Gen Z newfound confidence to stand out from the conventional instead of blending in with it. I aim to change the narrative of fashion from something that hides Gen Z’s individuality through normcore clothing to something that empowers it through wearable art. Alexander McQueen has a certain fearlessness infused in its DNA and, I believe Gen Z will resonate with this.
Standing out from the conventional instead of blending in with it.
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