Consumer Profile

(Figure 4) The consumer for this outcome is Generation Z. In 2030, Gen Z will make up 30% of the global workforce having huge economic and social power (Morgan, 2020). They will be aged between 18 and 33 years old which coincides with the ages at which nostalgia is most prevalent in a person’s life due to the changeability in their circumstances, suggesting they will be reminiscent in 2030. This may inform how they interact with clothing and brands – wanting to feel comforted and safe within fashion. Contrastingly, they are a forward-thinking consumer in areas such as sustainability with 54% stating that they are willing to spend 10% more on sustainable products. (Forbes, 2020) However, consumers are also looking to decrease their shopping habits, with 59% buying pre-used and upcycled products (Forbes, 2020). Gen Z no longer want to simply buy a product, instead they buy into the history and heritage of something aiming for a deeper connection with brand authenticity, longevity and quality.

The change in interaction with clothing has also been impacted digitally. The COVID Pandemic has catalysed levels of consumer engagement over digital platforms. As a digitally native consumer Gen Z spend 74% of their free time online (Morgan, 2020) with the majority of that being on social media where they can interact with brands more personally and gain different access to brands than in a regular store. Moreover, their resilience and innovative nature has forced brands to think quick to keep up in a densely populated digital landscape. Feeling holistically connected to brands over multiple channels in a changing world is becoming more important to consumers, allowing them to escape within fashion and find new experiences online.