Z世代和Alpha世代重塑时尚产业

EXECUTIVE SUMMARYF ashion’snextgen— Gen Z and GenAlpha — projected to be 40 percent of thefashion spending over the next decade.Brands who adjust their go-to-market strategies stand to windisproportionate share and grow faster. The inauguralWWD x BCG Future of FashionReporttakes a deeper look at the consumerinsights across the Fashion Next Gen in the U.S.The study was based on a review conducted across ~9K U.S. consumers, social media listening,and interviews with CEOs of brands winningwith younger generations. FUTURE OF U.S. FASHIONSTUDY METHODOLOGY9K+ Five key insights onFashion’s Next Gen,projected to drive>40 percent of US spenD: BCG and WWD explored howleading brands are adapting,surfacing five strategiesto win with Fashion’s Next Gen. 1 1 U.S. responses to BCGConsumer Surveys1exploring cross-generationalpreferences and expectationsacross fashion & luxury. Gen Z operates by a new set ofrules — distinct from priorgenerations — redefining discoveryand product engagement. Determine target consumersthe brand wants to acquire:create clarity, targets and KPIs. 2 50K+ Focus on youth culture. Buildauthenticity through creators,collaborations and products. Brand heritage no longer guaranteesvalue; youth culture decides whichbrands earn consideration. posts on social media channels. 3 Social media is the new battleground,shifting from funnel to a flywheel. Shift from brand control tocreator energy and activatethe social commerce engine. 10 4 4 in-depth 1:1 interviews withindustry leaders winning withyounger generations. Shopping habits are undergoing aseismic shift, with 40 percent of GenZ using AI tools to shop. Brands mustadapt to stay competitive. Prepare for agent engineoptimization and prioritizeAI search to protect traffic. 5 5 Engagement of global BCGFashion and Luxury experts andWWD journalists. Focus on the fundamentals ofpricing, discounts and quality —invest in critical conversion factors. This generation prioritizesproducts over brands, accentuatingfundamentals like price and quality. WHAT WE PREDICTEDABOUT FASHION’SNEXT GEN 10 YEARS AGOAND WHATACTUALLY HAPPENED. 10 YEARS AGO Predictions on What Fashion’s Next Gen Wanted • L OYA L• B R A N D H E R I TA G E• C A M PA I G N S• L I N E A R J O U R N E Y S• B U Y L E S S , B U Y B E T T E R TODAY What Fashion’s Next Gen Wants • E X P E R I M E N TA L• C U LT U R A L R E L E VA N C E• S O C I A L- F I R S T S T O R Y T E L L I N G• F R A G M E N T E D , A I - L E D J O U R N E Y S• T R E N D - D R I V E N WINNING WITH FASHION’S NEXT GEN 5 TRENDSDEFININGU.S.FASHION Fashion’s Next Gen movesby a different set of rules toprior generations, strategiesfor those generations won’twork for this audience. For younger consumers, heritageno longer determines brand value,youth culture decides who winsconsideration. Social media is the newbattleground as platforms evolveto full commerce engines,shifting from funnel to flywheel. 4 AI has penetrated fashion shoppingin a seismic way with 40 percent ofyounger consumers using AI to shop,requiring brands to crack the newcode to win. This generation is product-drivenover brand-driven, accentuating thefundamentals of price and quality. THIS GENERATION HASA GROWING LIST OFEXPECTATIONS FOR THEFASHION THEY BUY Apparel takes up a larger share oftheir expenses than those over age28, with a longer list of needs andwants from their style. With tighterbudgets but a strong desire forself-expression, they’re choosinglooks that help them feel fun,authentic[delete comma] andsuccessful, and that make them feellike an influencer among their peers.They want to impress those aroundthem, but without paying a premium. THEIR PURCHASE JOURNEYSARE BASED IN THEIRONLINE COMMUNITY The key purchase touch points forthis generation are researchingonline, scrolling influencer content,and turning to their friendsand family. Even as their digitalinfluence has grown, in-storebrowsing has remained the mostpopular mode of discovery. YOUNG FASHION’SNEXT GEN MOVESBY A DIFFERENTSET OF RULES IDENTITY IS THE COREFOR THE YOUNGER GENALPHA PORTION OFTHIS NEXT GENERATION Style isn’t just about aesthetics —it’s about who they are. Traditionallevers like brand story or heritagematter less than authenticity andself-definition. HOW TO RESPOND? Brands should invite the younggeneration to co-create and shapetheir identity, not just consumeit — from product design tostorytelling. Those that build withtheir culture, humor and creativitywill forge authentic relevance andlong-term connection. STRATEGIES FOR PRIORGENERATIONS WON’T WORKFOR THIS AUDIENCE. FASHION’S NEXT GEN SHOPPERS HAS A GROWING LIST OFEXPECTATIONS ON WHAT FASHION CAN DO FOR THEM DEFINING THE GENERATIONS; GEN Z ANDGEN ALPHA ARE FASHION’S NEXT GEN Fashion’s Next Gen Cares About • Feeling inspired• Having fun• Expressing themselves• Projecting success• Being fashion forward• Feeling sporty• Wanting to influence• Standing out• Being authentic• Feeling stylis