Z世代和Alpha世代重塑时尚产业.docxVIP

HOWGENZXGENALPHAAREREWIRING

THEFASHIONINDUSTRY

OCTOBER2025WWDxBCG

GenZoperatesbya

GenZoperatesbyanewsetof

rules—distinctfromprior

generations—redefiningdiscoveryandproductengagement.

2

Brandheritagenolongerguaranteesvalue;youthculturedecideswhichbrandsearnconsideration.

3

Socialmediaisthenewbattleground,shiftingfromfunneltoaflywheel.

4

Shoppinghabitsareundergoinga

seismicshift,with40percentofGenZusingAItoolstoshop.Brandsmustadapttostaycompetitive.

5

REWIRINGFASHION

WWDXBCG

EXECUTIVESUMMARY

ash

ashion’snextgen—GenZandGen

Alpha—projectedtobe40percentofthefashionspendingoverthenextdecade.

Brandswhoadjusttheirgo-to-marketstrategiesstandtowin

disproportionateshareandgrowfaster.

TheinauguralWWDxBCGFutureofFashionReporttakesadeeperlookattheconsumer

insightsacrosstheFashionNextGenintheU.S.

Thestudywasbasedonareviewconducted

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

withyoungergenerations.

FivekeyinsightsonFashion’sNextGen,projected

FivekeyinsightsonFashion’sNextGen,projectedtodrive

40percentofUSspenD:

1

leadingbrandsareadapting,

surfacingfivestrategies

towinwithFashion’sNextGen.

1

Determinetargetconsumersthebrandwantstoacquire:

createclarity,targetsandKPIs.

2

Focusonyouthculture.Buildauthenticitythroughcreators,collaborationsandproducts.

3

Shiftfrombrandcontroltocreatorenergyandactivatethesocialcommerceengine.

4

Prepareforagentengine

optimizationandprioritizeAIsearchtoprotecttraffic.

5

Focusonthefundamentals

Focusonthefundamentalsof

pricing,discountsandquality—

investincriticalconversionfactors.

productsoverbrands,accentuating