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Given Gen Z consumers’ affinity for all things digital and their reliance on stores, it’s especially important for brands and retailers to blend the online and offline worlds when engaging with Gen Z. So it’s common for this group to learn about products through social media/s and execute purchases in-store. While an e-commerce/digital strategy driving in-store traffic may seem counter-intuitive, remember that a large portion of Gen Z consumers don’t have credit cards. With an often-limited supply and various colorways, Adidas has been able to build cachet around the Yeezy line through its own DTC site and flashy social media campaigns. The answer likely has to do with Adidas’ promotion of its e-commerce DTC business, and in particular, consumers’ interest in the Yeezy line, Matt Powell explained. So why did Adidas capture more Gen Z shoppers in brick-and-mortar while other big brands struggled? Adidas, however, was an exception, enjoying year-over-year penetration increases. Most of those brands had penetration declines versus the prior year. To see what’s working in stores, we turned to Checkout, our consumer receipt panel, to look at the top 10 most penetrated apparel brands (the brands with the highest buying population) across brick-and-mortar among Gen Z for the 12 months ending April 2019.
Recently, the run specialty footwear channel reversed years-long sales declines after certain retailers began carrying brands that weren’t available elsewhere, as shown by our Retail Tracking Service information. “Gen Z wants unique products sold by unique retail, made by unique brands,” said Sports Industry Advisor Matt Powell. Stores present an opportunity for retailers to appeal to Gen Z by curating unique assortments. Lower rates of credit card ownership drive much of this behavior – for the time being, brands and retailers must focus on in-store strategy to reach Gen Z. Apparel Industry Analyst Maria Rugolo says Gen Z has a propensity for in-store shopping across general merchandise. While online shopping growth continues to outpace growth of brick-and-mortar, physical stores still represent a majority of sales in most categories. Purposeful and convenient options are critical to winning over the hearts and minds of Gen Z consumers-businesses that provide both have captured Gen Z’s attention and spending in recent years.New digital platforms, like Twitch and other video game streaming services, have high engagement among Gen Z, offering brands an exciting medium with which to connect with younger audiences.Retailers and brands should offer digital and in-store experiences that appeal to Gen Z’s passion for unique products.Take a look at the latest trends and opportunities so you have the facts needed to stay top of mind with this important group. To see what smart marketers are doing to win over Gen Z in 2019 and beyond, we dug through our information assets in general merchandise, digital content, and food.
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Unlocking their full purchasing potential and winning their loyalty now requires that brands and retailers appeal to Gen Z’s desire for seamless digital experiences, purpose, and convenience.
That means when these consumers enter the workforce, it will be especially important to tap into their increased buying power. Gen Z accounts for 27 percent of the U.S. Considered a thrifty generation, Gen Z has posed a challenge to key general merchandise industries, which have struggled to drive dollar growth among this cohort over the past two years. The oldest members of Gen Z have already graduated college and are now in their early 20s. Straddling adolescence and adulthood, Gen Z is at a turning point.
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