Are you all about fashion and trying to target Gen Z? Buckle up! You’ve got to get this right. 

Forget those old-school ads – Gen Z is onto them. They grew up scrolling and swiping with the internet at their fingertips and can sniff out fakeness from a mile away. 

 So, what’s the secret to capturing their hearts and clicks? This generation is all about authenticity. They want to know who you really are, what you stand for, and if you’re up to any good in the world. 

 Here’s how to engage Gen Z:  

Be Real – Like For Real 

Gen Z can immediately spot inauthenticity. They’ve seen every marketing trick in the book, and they receive enormous amounts of content and ads, so they will only give their attention to truly passionate brands/creators.  

Share what you stand for, let them see the people behind the brand, the work behind the collections, your wins and struggles, your journey. Let them see the personalities that built the brand. You can also be raw and unpolished; not all content has to be a meticulous production, as long as it reflects your message.  

Gen Z is looking for brands that are relatable and have values they can believe in. Make them feel like they’re part of something bigger and meaningful. It’s not just about transactions, it’s about a community coming together for their love of fashion.  

It’s not about you, it’s about them 

This cohort doesn’t just want to watch, they want in on the action. So, make them part of your story. Partner with influencers they believe in and create true collaborations using their insights, resulting in benefits for your users. Open participation spaces to hear your audience’s ideas, through challenges, Q&As, contests, and more.  

Skip the Sales Pitch, Give ‘Em Value

Okay, don’t skip the sales pitch ALL the time, but you must provide valuable content. Gen Z skips hard sell ads, but they’ll stay for useful and interesting information like upcoming trends, special experiences, entertaining and funny content, Q&A sessions, educational videos, designers’ insider scoops, influencer product reviews, quizzes, etc. 

 You must also showcase content in different formats. Well-designed graphic images with concise, interesting copy are good, but you must add videos, interactive infographics, animations, GIFs, as well as take advantage of all social media tools to generate engagement. 

Embrace the Metaverse

You must meet Gen Z where they already are – the Metaverse. Virtual realms like Roblox and Decentraland aren’t just digital playgrounds, they’re social hubs and cultural centers. Integrate your brand organically to provide unique experiences. You could: host virtual fashion shows, create virtual parties for virtual clothes try-ons with your digital collections, have scavenger hunts with rewards and digital collectibles, launch exclusive virtual fashion drops, offer behind-the-scenes peeks, and build buzz around your brand. 

TikTok: Where Trends Go Viral 

For Gen Z, if it’s not on TikTok, did it even happen? This is where fashion trends are born, evolve, and die. Experiment on this platform like it’s a real-time focus group, while always upholding your values and identity of course. 

Try out snappy tutorials, humorous skits, educational content, product reviews. Also, embrace the platform’s tools like music, trending sounds, satisfying transitions, different edits, even baiting captions. 

Engage with other creators. Partners or not, commenting, liking and reposting other creators will give your brand credibility on TikTok.  

Stand for Something (And Shout About It)

This generation cares about more than fashion trends. They buy into what brands stand for. So, show them. Highlights the good aspects like sustainable practices or diversity, in an empowering and proud way, not preachy. Partner with organizations helping these causes and use your platform to give visibility to the fight for a better world.  

According to a 2024 Mintel Report, three-quarters of Gen Z teens believe brands should represent diverse cultures and lifestyles. According to a 2023 McKinsey & Company Report, Gen Z has strong values related to social issues and they expect to see brands committed to them. 

Wrap-up: Keep It Fun, Keep It Real 

In a nutshell, Gen Z requires authenticity and trust, but also fun, entertainment, and causes to champion. Be yourself, embrace their digital playgrounds, and include them in your digital fashion narrative by making them feel they’re part of a meaningful journey. 

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