When you think of those shaping the future of fashion, who do you think of?
Generation Z is reshaping consumerism across industries, becoming the cohort to win over. It hasn’t been different for the fashion industry, where Gen Z is the trendsetting powerhouse of tomorrow with a new canvas: digital fashion.
The Powerhouse Consumer
Gen Z are prominent fashion buyers, prioritizing this expense even if they must make spending cuts, per a 2022 UK Mintel Report. Bank of America projects their global income will be $33Tn by 2030.
Also, with 67% placing high importance on sustainability when buying fashion, they make eco-friendly choices.
A Generation of Digital Natives
This is the first generation of digital natives. Tech isn’t just a tool for them, it’s their playground. They’ve grown up online, spending significant time on social media to gather information, discover brands, make purchases, forge connections, and express themselves.
Online platforms serve not only as channels for sharing information and forming relationships but also as vital spaces for self-expression and social validation, according to a study from The International Journal of Environmental Research and Public Health. They’ve integrated virtual experiences into their daily lives. An essential component of this self-expression is fashion; 60% have shared content of clothing on their socials, per Mintel.
Gen Z’s engagement with fashion is based on inclusivity, authenticity, and innovation. They portray their personalities and identities online, adopting a wider view of fashion in this digital age.
When they interact with fashion online, they’re not just wearing digital clothes, they’re curating who they are. For these users, their virtual realms’ avatars are extensions of themselves, their style, their values and their identities.
Recognizing Gen Z as a consumer powerhouse, the online market is evolving with agile distribution and personalized digital communication services to cater to their needs.
Digital Fashion: Bridging Creativity and Identity
These characteristics explain why digital fashion, a limitless universe where designs transcend physical constraints, is so appealing to Gen Z. 3D clothes and avant-garde garments defying boundaries allow Gen Z’s to express themselves creatively.
Roblox’s latest report on fashion trends and Gen Z revealed key insights. These users are invested in customization of looks and styles while expecting options to be diverse in skin tones, body sizes, hair color, textures and styles, with 70% caring about this matter.
Roblox’s survey also revealed that 48% of Gen Zers think of “utility of design” as an important aspect, meaning they’re interested in exploring unconventional virtual clothing styles even if they wouldn’t wear them in real life. This is where digital fashion makes all the difference! Brands and designers who dare push creative boundaries give Gen Z the tools for expression.
Additionally, 56% of Gen Zers surveyed by Roblox prioritize styling their avatars over their physical selves. 84% value digital fashion and 85% think it is important. It’s clear: what we wear online is as important as what we wear offline. But that doesn’t mean virtual and physical fashion are mutually exclusive – 84% reported their real-world style was somewhat inspired by their avatars.
Brand Recognition in the Metaverse
Over half – 52% – of Gen Zers look for style as the main attribute of digital clothes, and 47% say wearing virtual garments from recognized brands is extremely important. The influence doesn’t stop there, 84% would try a brand in the physical world after a virtual test run.
Spending on Self-Expression
Gen Z isn’t just having fun, they’re buying. With 52% comfortable spending on digital fashion monthly, the market thrives on exclusivity and experimentation. From head to toe, avatars are a canvas for experimentation and expression, including clothes, makeup, hairstyles and footwear.
Authenticity at the Core
Immersive spaces, authenticity rules. When dressing their avatars, 62% of Gen Zers care most about how they look to themselves instead of others. Why? Virtual realms are sanctuaries where true self-expression flourishes, boosting confidence and mental well-being. Digital freedom of expression, creative options and lack of judgment make 40% of Gen Z feel like it’s easier to present their authentic selves in the metaverse.
How does your generation interact with fashion? Comment below!
