Z世代和Alpha世代重塑时尚产业.pptxVIP

HOWGENZXGENALPHAAREREWIRINGTHEFASHIONINDUSTRYOCTOBER2025WWDxBCG

9K+U.S.responsestoBCGConsumerSurveys1exploringcross-generationalpreferencesandexpectationsacrossfashionluxury.50K+postsonsocialmediachannels.10in-depth1:1interviewswithindustryleaderswinningwithyoungergenerations.Determinetargetconsumersthebrandwantstoacquire:createclarity,targetsandKPIs.2Focusonyouthculture.Buildauthenticitythroughcreators,collaborationsandproducts.3Shiftfrombrandcontroltocreatorenergyandactivatethesocialcommerceengine.4PrepareforagentengineoptimizationandprioritizeAIsearchtoprotecttraffic.5disproportionateshareandgrowfaster.TheinauguralWWDxBCGFutureofFashionReporttakesadeeperlookattheconsumerinsightsacrosstheFashionNextGenintheU.S.Thestudywasbasedonareviewconductedacross~9KU.S.consumers,socialmedialistening,andinterviewswithCEOsofbrandswinningwithyoungergenerations.REWIRINGFASHIONWWDXBCGGenZoperatesbyanewsetofrules—distinctfrompriorgenerations—redefiningdiscoveryandproductengagement.2Brandheritagenolongerguaranteesvalue;youthculturedecideswhichbrandsearnconsideration.3ashion’snextgen—GenZandGenAlpha—projectedtobe40percentofthefashionspendingoverthenextdecade.Brandswhoadjusttheirgo-to-marketstrategiesstandtowinEngagementofglobalBCGFashionandLuxuryexpertsandWWDjournalists.1.U.S.RESULTSCAPTUREDJUNE2025(N=4’377)AUGUST2025(N=5’838)3BCGandWWDexploredhowleadingbrandsareadapting,surfacingfivestrategiestowinwithFashion’sNextGen.1Shoppinghabitsareundergoingaseismicshift,with40percentofGenZusingAItoolstoshop.Brandsmustadapttostaycompetitive.5Fivekeyinsight