Gen Z and millennials shoppers are redrafting the retail landscape, and as the biggest collective group of consumers globally, brands need to sit up and take notice.
As these newer generations of shoppers enter or grow within the workplace their purchasing power will soon surpass their predecessors, so adapting to their motivations and behaviours will soon be a matter of not just success, but survival. To achieve this, fashion brands need to understand this market inside and out - or risk missing out to competitors getting it right.