Z世代和Alpha世代重塑时尚产业.pptxVIP

HOWGENZXGENALPHAAREREWIRING

THEFASHIONINDUSTRY

WWDBCG

9K+

U.S.responsestoBCG

ConsumerSurveys1

exploringcross-generationalpreferencesandexpectationsacrossfashionluxury.

50K+

postsonsocialmediachannels.

10

in-depth1:1interviewswith

industryleaderswinningwithyoungergenerations.

Determinetargetconsumers

thebrandwantstoacquire:

createclarity,targetsandKPIs.

2

Focusonyouthculture.Build

authenticitythroughcreators,

collaborationsandproducts.

3

Shiftfrombrandcontrolto

creatorenergyandactivate

thesocialcommerceengine.

4

Prepareforagentengine

optimizationandprioritize

AIsearchtoprotecttraffic.

5

disproportionateshareandgrowfaster.

TheinauguralWWDxBCGFutureofFashionReporttakesadeeperlookattheconsumer

insightsacrosstheFashionNextGenintheU.S.

Thestudywasbasedonareviewconducted

across~9KU.S.consumers,socialmedialistening,andinterviewswithCEOsofbrandswinning

withyoungergenerations.

REWIRINGFASHION

BCG

GenZoperatesbyanewsetof

rules—distinctfromprior

generations—redefiningdiscoveryandproductengagement.

2

Brandheritagenolongerguaranteesvalue;youthculturedecideswhichbrandsearnconsideration.

3

ashion’snextgen—GenZandGen

Alpha—projectedtobe40percentofthefashionspendingoverthenextdecade.

Brandswhoadjusttheirgo-to-

marketstrategiesstandtowin

EngagementofglobalBCG

FashionandLuxuryexpertsand

WWDjournalists.

1.U.S.RESULTSCAPTUREDJUNE2025(N=4,377)AUGUST2025(N=5,838)

3

BCGandWWDexploredhow

leadingbrandsareadapting,

surfacingfivestrategies

towinwithFashion’sNextGen.

1

Shoppinghabitsareundergoinga

seismicshift,with40percentofGenZusingAItoolstoshop.Brandsmustadapttostaycompetitive.

5

Fivekeyinsightson

Fashion’sNextGen,

projectedtodrive

40percentofUSspenD:

1

Thisgenerationprioritizes

productsoverbrands,accentuat