THE GAP IN THE MARKET

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.

42

Standing out from the conventional instead of blending in with it.

My research highlights the brand is currently targeting growth through expanding its retail footprint in categories outside of ready-to-wear. However, with a new generation of consumers on the horizon combined with the digitalisation of luxury, the brand will need to continue its legacy for unbridled creativity while attracting and remaining relevant to Gen Z. Furthermore, my research suggests the solution comes from new forms of communication. Brands like Gucci and Balenciaga are perfect examples of brands taking steps to future-proof their relevance and connect with Gen Z through their exploration in the metaverse, gaming and platforms like TikTok. Therefore, if brands want to succeed with Gen Z, they must continue to innovate and adapt new techniques to move forward into the future, not remain in the past.

43