RETAIL & COMMERCE
THE FUTURE 100 146
Born between 2010 and 2025, generation alpha—gen Z’s younger siblings—are already making waves in the retail world. Genderless shopping
Brands and retailers are eschewing traditional gender categories in favor of
Gen Alpha retail Three ways in which generation alpha are driving the next era of retail.
gender-neutral products and lines. PacSun launched a new gender-neutral children’s clothing brand, PacSun Kids, in June 2021, followed by its own
gender-neutral label, Colour Range, in September and its first gender-free kids’
clothing store two months later. In October 2021, California became the first US state to enforce genderless retail, thanks to a new law requiring large stores to
have gender-neutral sections for toys and childcare. “The segregation of toys by a social construct of what is appropriate for which gender is the antithesis of
modern thinking,” says Democrat assembly member and the law’s co-author Evan Low.
PacSun Kids gender-neutral clothing. Photography by Chris Martin
