Accueil » Generation Z brings new challenges for Retail Generation Z brings new challenges for Retail How can retailers and brands engage with “Gen Zens”? This generation (teenagers aged less than 18) will represent 32% of the global population by 2019, but without the same spending profile as Millennials or generation X. Fashion brands such as Hollister or Supreme are the new cults. Through . Published on 08 October 2018 à 16h17 - Update on 10 May 2019 à 16h46 Resources Retailers and brand owners, used to the power of baby-boomers, have adapted to the demands of Millennials. Now they need to adjust again to Generation Z. Studies show that “Gen Zers” prefer brands that are different to the “oldies”. The latest cult brand for this age group is Supreme (see below) rather than Nike. Furthermore, “Gen Zers” are set to outnumber Millennials within 12 months, according to a Bloomberg statistic in August, based on source data from the United Nations. Gen Z will comprise 32% of the global population of 7.7 billion by 2019, nudging ahead of Millennials at 31.5%. For this study, Bloomberg defined Millennials as children born from 1980 to 2000, with Gen Z classified as children born from 2001. Demographics also differ by worldwide location.… This article is for subscribers only Already have an account? Log in You are not registered yet ? Sign up for a free trialfree for 1 month Online services : studies, analyses, databases and much more Daily Briefing : latest news digest Weekly letters Last name First name Email address Essentials Synthèse et historique de tous les contenus sur une thématique suivie en détails par la rédaction Les dernières publications A year of crisis: Retailers' initiatives to cope with the purchasing power drop Guarantees and insurance: new drivers of conversion and customer satisfaction Analyzes Synthèse et historique de tous les contenus sur une thématique suivie en détails par la rédaction Les dernières publications Charging for returns: pure players follow the lead of omnichannel retailers Ads.txt: which advertising providers do retailers work with?
