A marketing expert says fashion brands with a strong social reach have a chance to 'win support for life' from Gen Z
Two crossed lines that form an 'X'. It indicates a way to close an interaction, or dismiss a notification.During the coronavirus pandemic, fashion brands' main exposure to customers has been through the internet — and a rise in e-commerce could remain as part of any "new normal."
Exactly how that will look is unclear, but an undeniable trend so far is the acceleration around e-commerce. You might say it is Gen Z's world and brands are just living in it. So what does that world look like right now? Big corporations are anticipating an economic future in which the customer or client is cutting back, and many are realizing the budget isn't there to take on interns or graduates.
COVID-19 has forced fashion brands in particular to make their website and social channels the shop window for now. Nielsen research has found that Gen Zers are 59% more likely than the general population to connect with brands on social. "They are also anti fast fashion," Marie Petrovicka, the vice president for international at Depop, told Insider, adding that brands should reconsider "constantly churning out new collections, because younger people will remember this and associate them when adding to the huge pile of fashion waste."
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