How can fashion brands appeal to digital natives?

Let the brand Marketing Department rack their brains to cater to the generation Z "new new new human", what is the consumption concept?

Those who care may find that in the past two years, more and more fashion brands have used idols as spokespersons. It's an important way for the fashion industry to reach out to a new generation of consumers.

Just a few years ago, millennials were the focus of luxury marketing research. Diamond giant De Beers Group in the 2016 diamond industry analysis report pointed out that although millennials face less favorable economic conditions than in the past, coupled with the pace of development is slower than the previous generation, but as they mature, they will show a strong demand for diamond consumption. In less than five years, it is not known whether the "millennials" are "mature", and more luxury goods have shifted their eyes to the younger Generation Z, that is, Generation Z.

Different from our habit of generalize people of different eras as XX, the more common international generational division is: Generation Z refers to the post-95 generation, corresponding to generation Y, the millennial generation (born between 1980 and 1995) and Generation X (born between 1965 and 1980). Because of the different growth environment, people in different times will form different consumption concepts with group differences. According to the survey data, there are about 149 million Generation Z people in China, and they are expected to account for 40% of the overall spending power by 2020.

So now let the brand Marketing Department rack their brains to cater to the generation Z "new new new human", what is the consumption concept? What means does the brand take to achieve "win the future of Generation Z"?

huaxing