Gen Z says this is what the next generation saves, wears and buys

Over the past few years, designer brands and luxury conglomerates have been aiming to win over one of the most coveted slices of the fashion pie: Gen Z. Millennials are still the biggest consumers. fashion, and baby boomers have the greatest spending power, but Gen Z has quickly become all anyone in corporate boardrooms can talk about. Aged 12 to 25, Gen Z is poised to become the fastest growing generation when it comes to spending power, with an estimated $360 billion, according to Business of Fashion, it's not therefore surprising to no one that the industry took notice. Long before industry leaders paid attention, we had an annual tradition that allows us to dive a little deeper into the younger generation, Gen Z says.

It used to be a series where we exclusively brought in young insiders to discuss what's cool in fashion, but now we've aired it to the greatest number. While billionaire CEOs and CMOs think they know what Gen Z wants, we're here to bring the truth to light. Over the past two weeks, Who What Wear has met with industry experts, leaders and more than 200 Gen Z readers to hear their views on the fashion choices they're making right now, d from where they spend their money (and where they aspire to shop) to what exactly influences those late-night purchases and transports. The proof is in the numbers, and as we ourselves are part of the next generation, we were able to put together a concise report of what really interests us, from us to you. Welcome to the new and expanded Gen Z Says.

This year more than ever, it seems that brands are finally taking steps forward to seduce the new young and trendy audience of the scene. In an effort to grow with the generation, brands of all sizes are investing time and money to capture their full attention. Miu Miu and Tory Burch have tapped celebrities under 25 like Sydney Sweeney and Zaya Wade for campaigns and runway debuts. Emma Chamberlain has gone from eccentric and sporadic YouTube vlogs to front row and red carpet appearances. Madelyn Cline and Jenna Ortega both became superstars after their series and movie roles on Netflix, working with Valentino and Versace as they went.

The Lyst Index, which is the industry's quarterly report that ranks fashion's most popular brands and products, cited both the virality of the generation Z and TikTok as reasons for the successful ranking of several brands in Q1 2023 and Year End 2022 data. At the enterprise level, luxury giant LVMH announced in 2021 that it plans to recruit 25,000 people under 30 by the end of 2022, proving that looking from the outside is not enough. They want the scoop.

These days, it's almost impossible not to pay attention to how far the younger generation has come. If there's one thing we learned from the style talk Portia of The White Lotus caused, it's that we still have a lot to learn about the place of the next generation in the fashion world - sneaky think pieces included or not. So read on to see their impact on fashion in 2023 and prepare to be captivated.