It’s no secret that Generation Z, also known as Gen Z, has a strong chokehold on popular culture right now. This generation has the power to break celebrities and brands, and they are not afraid to use it. This generation has rather specific tastes, and tends to favor accessibility for all, social justice, ethical and sustainable practices. Additionally, they are not afraid to boycott brands that don’t align with their beliefs, no matter how historically popular that brand is. This has directly contributed to the rise and fall of certain brands over the past couple of years, and we are going to map out those successes and failures using the design from a game most Gen Z-ers probably played in their youth, Chutes and Ladders.
LADDERS
Louis Vuitton:
Using popular Gen Z icons Emma Chamberlin and Charli D’amelio as the new face of their brand in 2020 was a great move for this iconic luxury fashion house. Those celebrities align with Gen Z’s powerful views, making Louis Vuitton seem more accessible, even if the price range is not any more accessible to most young people than it was before, therefore helping it climb the ranks.
NIKE:
Nike has never really gone out of style, but it does havea lot of competition. Making Colin Kapernick the face of their brand has really helped propel Nike ahead of competition, especially since the rise in popularity of the Black Lives Matter movement in June 2020. Ladder!
Gucci:
As written by Luxe Digital- “Gucci embraces genderless fashion and a sustainable supply chain, two important values, especially for the coveted younger generations of luxury shoppers. For example, Gucci launched its first sustainable collection Off The Grid and introduced eco-packaging.” That quote says it all, Gucci has become a Gen Z fave! They’re movin’ on up.
Reformation:
Gen Z can’t get enough of this earth-friendly femaleowned clothing brand. You’ll see Reformation all over Tik Tok and Instagram. The brand does a great job of being very transparent about their carbon footprint and their plans to eliminate it on their website (Gen Z LOVES transparency, duh). Reformation keeps up with current trends but also keeps their clothing classic and simple. Perfect for Gen Z, so up they go.
