Social Butterfly Effect

Gen Z—otherwise known as the digital generation, is a term dedicated to the individuals who were born from 1997 onwards, according to Pew Research Center.

This fashion-focused demographic grew up immersed in technology by having lifelong access to the Internet. They have lived through a rapid era of innovation, as well as an era of global turbulence, now quickly approaching the transition into adulthood. This development screams a wake-up call to anyone in the retail sector. Here’s why: social media has positively influenced fashion consciousness in Gen Zers, demanding crystal clear brand transparency.

Recently, teenage-focused fast fashion retailer Charlotte Russe filed for Chapter 11 bankruptcy and plans to close 100 of their stores. According to CNN, the company made a statement in court recognizing its marketing strategies “failed to connect” with its customers and “shifted too far towards fashion basics.” Their efforts were based too much on in-store sales rather than online. Businesses today, similar to Charlotte Russe, have the difficult task of shifting modes of retail that align with Gen Zers’ wants and needs. Consumer habits have changed, and for big businesses, the shift demands an entirely new technique. That means digital everything.

During this wave of technological progression, the rise of social media allows users to live virtually through their online profiles—all of their experiences made public. Jeff Fromm, co-author of “Marketing to Gen Z” concludes that “teens view their personal identity as a curated composition; they are building their own personal brand over time.”

Although older generations commonly reject the cursory nature of this mode of communication, it has made for a generation that views the world with a blank canvas. Gen Z has expanded their thinking on concepts earlier generations always assumed static. According to experts at AdWeekly, “studies have shown that Gen Z is interested in racial, gender and income equality, as well as environmental issues. Standing up for these values is becoming a differentiator for brands.” During their childhood, same-sex marriage became a constitutional right, the first African American was elected as president, and the nation outset a trend in becoming increasingly more multicultural each day. For many individuals in Gen Z, these historical milestones are seen as the norm. This shift in landscape has urged brands to evolve alongside them, offering their consumers a direct relationship that promotes progressive and cuttingedge products. Brands need to think about the broader image.

Nevertheless, it’s important to note that Gen Zers grew up during a time of global conflict and economic hardship. Their lives have been imperiled by the Great Recession, 9/11, climate change, and resource scarcity. With the presence of new technologies, they recognize that society has a say in some of this chaos. They recognize social media can be used as a mechanism for awareness. Gen Zers value social inclusivity, sustainability, and transparency — and they have something to say! Fashion, therefore, is a mode of this expressionism, and never before has it seen this much variation.

Technology and social media prompt an “individualistic” attitude from Gen Zers, which has undoubtedly divulged into the fashion industry. This has allowed Gen Z to explore what THEY like, making originality the new “trend.” Phillip Mak at the Huffington Post states, “social media-savvy Gen Zers are exposed to so many different styles, they’ve grown to value individuality over conformity.” This same concept has pushed fashion consciousness towards exclusivity, such as limited edition, impromptu collabs, and oneof-a-kind items. Luxury, streetwear, thrifting, a combination, or whatever it is — it’s unique and probably values our planet.

Social media influencers, otherwise known as visionaries, play a significant role in Gen Z retail. Celebrities, a tool used in millennial marketing, are often scouted by companies— who keep the audience, engagement, and brand in mind—to advertise products on their social media accounts. Gen Z has fluctuated this trend a bit where we are now seeing an increase in engagement with “everyday” influencers. Topshop retailer asks its followers to post content wearing the brand using the hashtag, #TopshopStyle, bridging their social consumer market. The transparent connection between the brand and the “person just like you” offsets any concerns about quality or experience the consumer may have, making it a much more personal and trusted transaction.

Fashion is art, and art imitates life. Today, Gen Zers’ lives are displayed through public profiles. Social media plays such a huge role in fashion and trends that it is no longer just about the product; it’s about the conversation, the philosophy, and the experience of shopping.