Gen Z Consumer Insight Report

Woke GenZ Insight Report

SHU ZHAO 18005314 BA (HONS) FASHION MARKETING Y2 RESEARCHING CONSUMER BEHAVIOUR AND PSYCHOLOGY

Executive Summary The potential for Gen Z's impact on business is considerable, which means that brands need to develop specific sustainable and socially responsible strategies with the use of social media to reach this audience. This report will explore Gen Zer 's brand preferences and connections to the concept of sustainability, as well as how they develop personal purchasing behaviours in order to let businesses meet their requirements and expectations.

The Chinese market has vast untapped potential, with economics recovered fast from COVID-19. Many fashion retailers had moved the focus to online sales during the pandemic. While brands in the UK are still facing difficulties, and a number of retailers who depend primarily on physical purchases are bankrupt (Euromonitor International b, 2021).

This report would provide detailed target profiles and analyse sociocultural and psychographics values to identify consumers' key motivations. Thus, to enable brands to develop appealing product offerings and efficient brand strategy, Hofstede's six dimensions would be used to analyse national cultures. This theory is more suitable for mass marketing as it only generalised the majority's value and behaviour in a country. Nonetheless, a nation comprises various cultures and societies, which means that customary beliefs and practices will vary accordingly (Mooij, 2011). Therefore, individual personality had been considered as there may be a large variation between social organisations. Kahle's list of values will be adopted through interviews to measure Gen Zer 's motivations and beliefs.

For both countries, it is very important to enhance brand awareness and loyalty.

Brand loyalty is the cultivation of emotional attachment. The ability to engender feelings and loyalty is an ongoing process in developing consumer relationships. It is vital for companies to create an emotional bond with Gen Z. Consumer experience is considered one of the most critical factors in decision making. Companies need to understand Gen Zers' personality, desires, shopping attitudes and motivations, as well as physiologies behind purchasing decisions.

Pa ge 2

Pa g e 3

Table of Contents

Pa ge 4

Introduction

05

key market metrics

06

Demographics

08

Psychographics

10

Consumer Lifestyle

12

Sociocultural

14

Pen portraits

20

Primary research

28

Conclusions

41

Insight Boards

42

Introduction According to Posner (2015), Generation Z refers to people born between 1995 to 2010, aged from 10 to 25.

This type of consumers is different from Millennials in many ways. Fromm and Read (2018) described them as “multitaskers, progressives, and purposeful souls, already aware of their capabilities and the power they can achieve.”

Gen Zers’ purchasing power is increasing steadily. They also influence family spending, according to Fromm and Read (2018), 93 percent of their household purchases are impacted by their children. This generation is considered “woke” or wide awaken to environmental problems and political and social injustice (Watts, n.d.). They are also stressed about the uncertain future and global issues, such as climate change, gender equality, pollutions and problems with consumerism. The young generation is currently seeking to solve those problems with their efforts through both activism and their consumer choices.

Pa g e 5

12 %

Channel Distribution :

Pa ge 6

265,841 GBP million

Channel Distribution :

44,755 GBP million Pa g e 7

Psychographics According to Posner (2015), Generation Z refers to people born between 1995 to 2010, aged from 10 to 25. This type of consumers is different from Millennials in many ways. Fromm and Read (2018) described them as “multitaskers, progressives, and purposeful souls, already aware of their capabilities and the power they can achieve.”

Gen Zers’ purchasing power is increasing steadily. They also influence family spending, according to Fromm and Read (2018), 93 percent of their household purchases are impacted by their children. This generation is considered “woke” or wide awaken to environmental problems and political and social injustice (Watts, n.d.). They are also stressed about the uncertain future and global issues, such as climate change, gender equality, pollutions and problems with consumerism. The young generation is currently seeking to solve those problems with their efforts through both activism and their consumer choices.

Besides, Zoomers highly values diversity and multiculturalism. They are devoted to change-making, and their identity continually developed according to the environment. In China, they are a generation of loneliness. Most of them are self-centred and lives in a one-child family. Therefore, they want to find friendships and a sense of belonging to people from the same community (Wattpad, 2019). In this case, identity is not a fixed entity or label; as Gen Zers present themselves with a variety of identities to establish connection and empathy with others. One of the main reasons is that colleges are making them brand their identities on CVs to be more competitive and get the offer. As a result, they are striving to showcase perfections with distinctive personality on platforms such as social media profiles.

Watts (n.d.) argues that teenagers who grew up in multicultural society have a fluid and layered identity, where they would adjust their behaviour accordingly. For example, a person might pretend to be a member of the LGBTQ community if many others are being. However, this phenomenon would bring positive changes as more people are rising awareness about minorities, learning

Pa ge 8

to respect different cultures and perspectives without losing their unique identity.

In a survey conducted by Fromm and Read (2018), nearly 60 percent of Gen Zer “prefer to create their own fashion statement.” Having said that, they do not want to be so special to such an extent that they cannot fit in. They want to feel a sense of belonging through personal branding on social media, where it sits on social needs in Maslow’s Hierarchy. In other words, most of them are seeking to build social interaction and recognition with others through dress codes. For instance, environmentally conscious consumers who refuse to wear furs would not share comment value with extravagant individuals who worship luxuries.

In an online survey conducted by McKinsey&Company, more than a half (66 percent) of Gen Zers defines community as groups formed with individuals that share common interest and beliefs, rather than by economic status or educational level. Hence, brands need to avoid sending “marketing” or “advertising” contents on social media as they are not attractive for young people, but to emphasis on creating conversations about social and environmental concerns with them instead.

(FIgure 1.)

Pa g e 9

Demographics According to ARCON’s consumer classification, a part of Zoomers are Rising Prosperity and living in City Sophisticates. They are younger, well educated and relatively wealthy people living in major cities and towns. Some of them are college students, and others are at an early stage of careers. They live in modern flats; some just bought the house, others are renting or sharing the property. They are likely to be financially confident with enough income or pocket money and have a larger budget for purchasing. They might buy financial products to manage their funds. They use phones, the internet and new technologies frequently and enjoy spending time on social media. Purchases will be researched online before making the decision. They are cosmopolitan young adults who benefited from urban lifestyles, such as eating out in restaurants, visit museums, go to theatre and cinema, and enjoy the nightlife of International city. (ARCON, 2020) Younger Gen Zers with limited income fit into the Financially Stretched, Student Life category (ARCON, 2020). At least half of them are studying in college and living in accommodations or flats or shared property. Use of internet and technology would take most of their leisure time. They regularly listen to music on Spotify as a way to chill out. They have various social media apps on mobile and enjoy contents including lifestyle, fashion, sports, and daily news. They also like to go clubbing, working out, visiting galleries and shopping etc (Mintel, 2019).

(FIgure 3.)

MARKET SIZE Pa ge 1 0

THE UK (InYourArea, 2021)

(FIgure 4.)

Unlike the UK , most Gen Zers in China live with their family in multi-generational homes. Families with greater income level are likely to live in larger apartments in urban areas. Parents have savings above-average level tent to send their children to stay aboard. Social networking is more important for them than personal activities (Pan, 2018). Chinese Zoomers enjoy travelling, shopping and doing sport with their friends and family. They depended upon the internet to make frequent online grocery orders, read the news, purchase new clothes and communicate with others.

Some students are living in halls of residence provided by the university. They have limited disposable income given by their parents. Some of them would buy from high street brands such as Uniqlo and Zara, but most of them prefer online shopping for convenience and lower prices. Thrifting online is also popular among Chinese college students (WGSN, 2019).

MARKET SIZE CHINA (Indexmundi, 2019)

Pa g e 11

(FIgure 5.)

Consumer lifestyle Moreover, Gen Z is the first consumer segment that grew up in an entirely post-digital era with frequent use of technologies. They are digital natives who have never live in “a world without smartphones and social media” (Fromm and Read, 2018). Brands have already made emphasis on the use of technology. For example, many stores are having tablets and interactive devices to improve the consumer experience.

However, research shows that updating the retail environment or providing personalised service is not enough to enhance customer satisfaction for Gen Z. According to Stephens (2017), businesses need to deconstruct the whole journey into separate parts and reengineer those components to bring innovations and operate distinctly from competitors. Including to build a connection with the brand’s unique story and value and construct them into every interaction with consumers. This process involves using “different language, methods, rituals and processes than the competitors”, hence creating a thrilling and fascinating journey that they have not yet encountered.

Online identities are essential to them. Getting likes, comments and followers on social media are important validations for their personal values (Wattpad, 2019). Nick Reggars, a business director, highlights Gen Zer ’s as “their own eagle-eyed editors, programming content, limiting the volume of posts and paying close attention to quality content” (Fromm and Read, 2018). It indicates those young adults have a high level of selfesteem, where they know their life goals, desired self-imagery and lifestyles.

Their

purchasing

behaviour

also

influenced

by

social

media,

such

as Instagram, Tiktok, and YouTube. Authenticity is still a concern for them when looking at brand or influencer ’s social media accounts.

Nonetheless, social media has some downsides as the technology could bring negative feeds and making people feel judged. According to

Generation

Wattpad’s

(2019)

research,

some

people

think

they

are spending too much time online, which accounted for 53 percent.

Therefore,

about

half

of

the

respondents

(43

percent)

make

active

choices every day to spend some hours away from social media entirely.

Pa ge 1 2

Choice of outfits Inspired by celebrities Pa g e 13

Sociocultural Facotrs

POWER DISTANCE CHINA The PDI of China is one of the highest, indicating that people are more likely to purchase luxury items to showcase their social status. However, the majority of China’s younger generation believe that inequalities are unacceptable. While the older generation is constrained by the government’s policy and regulations, the Gen Zers are influenced

by Western cultures with different beliefs. They think people should be treated equally, and social class should not limit their achievement in life. In this case, success could be earned through individual hard work.

Pa ge 1 4

Hofstede dimensio

e’s cultural ons theory

POWER DISTANCE

(FIgure 2.)

THE UK Britain has a lower PDI ranking, illustrating that people are forcing equality in human rights and opportunities regardless of the country ’s historical class system.

Similarly, the class should bot classify people, as well as their taste and fashion statements. Many people in the UK could come from different cultures and ethnic background. Gen Zers believe that it is critical to be open and respectful to other cultures. British generally care less about owning luxuries to show off their status.

Therefore, luxury brands in the UK should focus more on improving the functionality and delivering intangible values to remain attractive.

Pa g e 15

CHINA

INDIVIDUALISM China has an immensely collectivist culture, where identity is formed due to one’s social network. Unlike the UK , Chinese teenagers are mostly dependent on their parents, and their primary income source is pocket money from parents. Thus, their clothing choices would be influenced by family members’ suggestions. Chinese want to stay in harmony with community members, and their higher need is to gain admiration from others. It would be more effective for brands to adopt word-of-mouth communication for the Chinese market. Although Gen Zers are increasingly seeking individuality and uniqueness in fashion, the relative difference between countries still remain.

MASCULINIT Y

UNCERTAINTY AVOIDANCE China has a weak uncertainty avoidance culture, where people are at ease with ambiguity in the language and communication styles they used.

Therefore, companies should use humorous language in advertisements rather than being precise.

MASCU China and Britain both cored 66 for Masculinity, where the majority of people are oriented by success and achievements in life. In a Masculine society, performance and achievement are essential.

Teenagers are putting much efforts to achieve high exam scores.

This lead to an increase in stress level due to school works. The Internet is used more for professional development, or to be more Pa ge 1 6

productive.

ULINITY

THE UK

INDIVIDUALISM The UK has a highly individualistic culture where consumers search for ways to differentiate themselves from the rest. People values personal fulfilment or self-actuation as their top priority. They purchase fashion items in order to express private impressions and demonstrate uniqueness. Gen Zers in the UK are taught to think about life’s unique purpose from childhood. They are self-motivated individuals who have a high level of agency when making purchase decisions.

UNCERTAINTY AVOIDANCE The British also knowns how to deal with ambiguous situations, and they are happy to change plans according to variables. The end result will be clear, but the actual process could vary and be flexible. Therefore, people tend to be highly creative and have a strong desire for innovation. Fashion companies should come up with regular innovation to re-energise products and improve the consumer experience.

Alternatively, there is a shift to the femininity pole, where Gen Zers also value the importance of a high-quality life and mental well-being. They also care about environmental issues and the disadvantaged, including minority groups, disabled people and animals. The variation in gender roles also diminished in recent years. For example, there are more male becoming makeup bloggers or skincare influencers, which is a typically female job.

Marketers used to reflected values such as winning and success in advertisements. They also need to adopt more hedonistic campaigns that celebrate enjoyment in life.

Pa g e 1 7

CHINA

LONG TERM ORIENTATION Influenced by Confucian philosophy, China has a long-term orientation in which people adopt traditions accordingly under different conditions. Being a pragmatic culture leads the Chinese to make fast adoption of the Internet. The traditional value encourages thriftiness, where consumerism and throwaway cultural are discouraged.

INDULGENCE China tends to restrain or control the thrill of desires. Therefore, one’s choice might be limited by restrictions from social norms.

They are also more likely to ask for friends advice on certain items.

However, Gen Zers in China are quite rebellious and like to challenge authorities. Their purchasing decision is linked with the request for happiness.

Pa ge 18

THE UK

LONG TERM ORIENTATION The UK is relatively short-term oriented, and people value the importance of traditions. For example, the afternoon tea is an important social event for the British, and fashion brands had adopted this practice by opening their own store or cooperate with hotels. There are also opportunities for local business to inherit British traditions, such as supporting sheep farmers to launch sustainable knitwear.

INDULGENCE Britain has an indulgent culture with beliefs that consumption is about experiencing emotions and seeking pleasure. They value the enjoyment of leisure and life. Therefore, products are hooked with daydreams and purchase are made to satisfy a particular desire.

This drives consumer culture, including the endless creation of new desires and constant search for new forms of gratification.

Pa g e 1 9

This pen portrait is based

secondary conducted by the

Five Personality Traits are exp

to Costa, Terracciano and Mc

Pen Portrait C

Pa ge 2 0

on primary and

e author. The Big

plained according

cCrae (2001).

China

Wang, 19, Undaunted Striver Location : She is born in HongKong but currently in Shanghai.

She lives in a student accommodation.

Education level : She is an undergraduate college student and is studying Film and Cinematography.

Budget on fashion : 280 pounds per month The Big Five: Openness 42%: She is open to new ideas and practices. She uses social media to explore new fashion brands and recent fashion trends. She got inspirations for outfits from various fashion bloggers and celebrities.

Conscientiousness 45%: She is achievement striving and aiming to become successful in her career. She is trying hard to be very organised for schoolwork. She is self-disciplined to reduce plastic, water and electricity usage.

Extroversion 19%: She likes to spend time with her friends but are more comfortable with herself. She is quite introvert and would be fatigued after too much social interaction with strangers.

Agreeableness 38%: She found it is hard to trust others sometimes as brands like lying to consumers. At the same time, she is goodnatured and still willing to help most people.

Neuroticism 38%: She thinks “the glass is half empty.” She is quite sensitive to other people’s judgments and opinions. Therefore she likes to seek advice from her close friends and family members to feel more secured. She is also worried about environmental issues and overproduction in all industries.

Pa g e 2 1

Pa ge 2 2

Interest & Hobbies: Indulging in alone time allows her to take a break from the busyness in reality. She thinks spending too much time on social media made her missing out on some importance in life. Playing with her dog helps her to maintain happy and relaxed. She likes street culture and listening to Hip-hop music on her phone. She plays skateboard but is inexperienced. She goes to the gym three times a week to get enough physical exercise.

Attitude towards fashion: Her fashion style is inspired by the starts in old Hong Kong movies and famous rappers. She like unisex outfits with beliefs that fabrics have no gender. Designs such as loose trousers and wide shoulder pads made her feel more empowered and confident. She is a rulebreaker who believes that stereotypes of gender are restricting people’s fashion choices and diminishing creativity. Her outfits are inspired by menswear, but she illustrated modern femininity and a sexy feeling by tching various pieces.

Shopping behaviour: Wang is very conscious of ethical business practices.

She hates brands that use deceptive marketing, and traditional advertisement made no impact on her buying decision. She does not like shopping too often, and sometimes she found it stressful looking at all the SALEs sign on the high street. She likes to go thrifting with her friends and listens to their advice. She also follows influencers YouTube and The Red to discover sustainable brands, thrifting tips and fashion inspirations.

Pa g e 23

Caroline, 20, Empowered Activist Location : She is born in London, UK. She rents in a one bedroom flat in Holborn. She shares the flat with his boyfriend. She would travel to Europe every holiday. As well as going to Margate or Brighton on weekends to see the ocean and feel more connected with nature.

Education level : She has A levels and is an undergraduate college student and is studying Interior Design.

Budget on fashion : 500 pounds per month

The Big Five: Openness 58%: She is open to new ideas and is willing to learn new things for personal and professional development. She is creative and likes to “think outside of the box.”

Conscientiousness 34%: She has a middle level of self-discipline and are quite organised to get her school works done. She hates to leave all papers to the last minute. She is faithful in taking on responsibilities, such as reducing water usage, using fewer plastics, and supporting local businesses.

Extroversion 60%: She has a very outgoing personality and enjoys to socialise with others. Making new friends and being at the centre of a social group is easy for her.

Agreeableness 62%: She is an optimist who believes most people are kind and honest deep down. She is friendly and helping others make her feel a sense of achievement.

Neuroticism 12%: She is relatively calm, secured and has a high level of self-esteem. She is resilient and can adapt to sudden changes without feeling much worried.

Pa ge 24

Pen Portrait The UK

Pa g e 25

Interest & Hobbies: She likes visiting museums and art galleries at least once a week. She enjoys baking from scratch and cooking delicious food from various cultures. She is an experienced painter

and

uses

colours

to

express

feelings and moods. She is interested in discovering sustainable fabrics, such as bioplastic that were recycled from wastes.

Also, she shares tips about being ecofriendly, such as customising old clothes and DIY handbags, on YouTube. Exercising frequently is a necessity for her to maintain a

well-balanced

lifestyle.

She

enjoys

outdoor activities, such as jogging and hiking.

Pa ge 26

Attitude towards fashion:

or garments. She believes that it is vital to

She is looking for products that are

treat workers better and provide welfare.

produced more sustainably. She thinks if As well as launching programs to reduce more individuals could support sustainable

waste in landfill.

or eco-friendly products, it contributes to a She better future.

mostly

pandemic,

shops so

the

online

during

information

this about

She purchased from fast fashion brands the product on the website will affect before, but those garments were torn after

her decision. Many brands now tell the

being worn three times. She thinks brands consumer about the source of raw material, that sell for volume are laking unique the production process and how they are value and doing little to express identity to made. She prefers brands with a high level others. She is inspired and fascinated by of transparency. how Japanese brands (such as Uniqlo) have

Social media makes the most impact on

contributed to sustainability. More brands

her shopping decision. She always gets

should putt efforts into Recycling, Reusing information about fashion trends, recent and Reducing.

catwalk, and recycling tips from YouTube and Instagram.

Shopping behaviour: She cares a lot about being sustainable in the fashion and food industries. For example, she will choose a cafe that provides papermade straws rather than plastic-made ones. She would avoid consuming dairy and choose plant made alternatives.

She looks for products that are using recyclable textiles, which would cause minimal damage to the environment. Also, garments that are not made from real furs and leathers.

She is more likely to choose brands that corporate with local farmers to make fabrics

Pa g e 2 7

Pa ge 28

Wardrobe audit - UK Age: 20 Gender : Female Three words that describe your style: Comfortable. Effortless. Minimalistic.

Place to shop : Browns, Selfridges, New Bond Street Attitudes toward fashion: Her wardrobe is well organised. Her wardrobe items include dresses, shirts, jackets, sweaters, and trousers, haggling according to reasons. She also has shelves only for shoes and accessories. Her fashion choice is about comfortability and choosing quality over quantity. She likes designer brands, including Celine, Acne studio, Stella McCartney, Tibi and Le tailor. Her favourite outfit for all seasons is blazers, which could be paired with almost any garments.

The price will make little impact on her decision making, and she only has two pieces from fast fashion brands.

Being well respected is quite essential for her, and she had developed a unique fashion style in order to be recognised by her friends and people from social media.

Pa g e 29

Favourite outf Wardrobe audit - UK Pa ge 30

DIY Handbag

fits Pa g e 31

Wardrobe audit UK

Age: 23 Gender : Female Three words that describe your style: Elegant. French. Minimal.

Place to shop : Selfridges, Oxford Street, Thrift shops.

Pa ge 32

Favourite outfits

Attitudes toward fashion: Her fashion philosophy has moved beyond desiring emphasis

and on

pursuing quality

luxury and

items

to

comfortability.

She always purchases fashion products to fulfilled fantasies in life. However, she seldom purchases new and unnecessary items.

She knows what suits her body (which everyone should know), and prevent her from slavishly buying into the fast-changing trends on the high street.

Pa g e 33

Age: 20

Wardrobe audit China

Gender : Female Three words that describe your style: Comfortable. Effortless. Confident.

Place to shop : Online (Taobao); Offline: buyer ’s stores, department stores

Pa ge 3 4

Favourite outfits

Attitudes toward fashion:

is timeless, where many of her garments and

Being sustainable is a mindset, not a shopping

accessories are second-handed. She does

list. It is crucial for individuals to be careful,

mind sharing her clothing with friends and

intelligent and critical when making the

family to decrease landfill waste and chemical

purchase decision. She likes to go thrifting

pollution.

and purchase vintage items. Her fashion style Pa g e 3 5

Translation: Clothes from different seasons

Wardrobe audit - China Age: Gender : Female Three words that describe your style: Chic. Cutting Edge. Menswear-Inspired.

Place to shop : TAI KOO LI, STUDIOUS TOKYO, SKP (All in Beijing) Attitudes toward fashion: She is trying hard to be fashionable and eco-friendly at the same time.

She like unisex outfits that are inspired by menswear. Designs such as loose trousers and wide shoulder pads made her feel more empowered and confident.

She is a rule-breaker who believes that stereotypes of gender are restricting people’s fashion choices and diminishing creativity. She shares garments with her boyfriend (labelled with “his” on the pictures), where the shirt could become a dress and oversized suits could wear as one piece. Men’s trousers that become low-waisted is also sexy and streetstyled. There are thousands of possibility in one’s wardrobe if people are Pa ge 3 6

thinking creatively.

Pa g e 37

Primary Research Interviews were conducted to determine how consumers’ craving for sustainable products will impact a brand’s product, service, marketing decision, and future trends. The aim is also to research consumer behaviour in Chinese and UK markets and develop an in-depth understanding of the targets motivation and phycology that drive purchasing decisions.

Wardrobe audits were taken to explore Consumers buying attitude and behaviour in relationship to Kahle’s LOV. An adjusted module of Maslow’s Hierarchy of Needs had been developed according to different cultures values.

(FIgure 6.)

Hierarchy of Needs Pa ge 38

Motivations according to China’s Gen Z

Key Finding (CHINA)

Pa g e 39

(FIgure 7.)

Key Finding (The UK) (FIgure 8.)

Pa ge 4 0

Conclusions & Recommendations In conclusion, there are some emerging

trends

shared

by

Gen

are receiving constant messaging on product and services. Fashion label

Zers from both countries. They are would collaborate with influencers to concerned about the environmental live stream on social media to promote and other ethical factors when making products with innovative sustainable purchases. They require companies features to

take

social

addressing

responsibilities

ecological

issues.

in Gen

or

introduce

eco-friendly

programmes.

Gen Zers prioritise experiences

Zers seeks products with green or but are also materialistic. They seek sustainable of

primary

features.

The

research

analysis personalised

shows

that

experience

customer and

tailored

centred cultural

consumers focus on longevity and experience. They are open to new waste reduction of products. The UK’s

knowledge and value cultural diversity.

consumer places importance on quality

Brands need to align their product

and is willing to pay more for this if

and service, as well and the entire

their purchase has longevity. Chinese

shopping experience, to the consumer

Zoomers with a higher indolence level

needs in order to remain successful.

would repair or fix broken items rather than replacements frequently.

Nonetheless, businesses should not take advantage of consumers

Gen Zers decision making is

preference for sustainability. Social

mainly influenced by social media.

media has given consumers much

China

has

a

distinctive

online more transparency about the products

environment where e-commerce had they are buying. Many businesses had become the centre for business. Many

been criticised for greenwashing their

Western retailers, such as Farfetch,

products, and it damages the brand’s

had

already

Weibo

and

featured Tmall.

in

WeChat, image. Morden consumers are more

Therefore,

the empowered, and they could boycott

consumer became quite picky with

brands with unethical practices.

excessive choices. Brands need to create targeted marketing strategies on the highly competitive and everchanging landscape, where consumers

Pa g e 41

THE UK

Pa ge 42

Pa g e 4 3

CHINA

WeChat The Red Tmall Liv

Pa ge 4 4

ve Streaming

Travelling Healthy Lifestyle Belongings Luxury Handmade Traditions

Pa g e 4 5

Appendix

*This table had been used for interviewing propose.

Interview (China 1) 1.

Would

you

consider

yourself

an

do you think count as “sustainable/ethic

environmentally-conscious consumer and

fashion”?

why?

Uses recycled materials. Support local

Yes,

I

would

prefer

brands

that

use

culture and famers.

sustainable materials. I will bring my own water bottle for outdoor activities rather

3. What other worlds do you link with Gen

than buying drinks with plastic package. I

Z?

always look for natural ingredients when

Environmentally aware, woke, confident,

choosing cosmetics and skin care products.

lonely, Instagram, Sporty, Clubbing.

2. What product features or brand practices

4. What will influence you purchasing

Pa ge 4 6

decision?

that sell nonmaterial products or experiences?

Social media, friends and family, influencers &

About the same. I buy subscription for lots of

celebrities.

things eg entertainment and I value it just as same as physical products. There is a game that

5. Do you care trends and styles as much as

I play called LOL, and LV has designed a skin for

being sustainable and socially ethical?

it. I think nonmaterial products will be the future

About the same. Keeping my own fashion style

of fashion retails.

is important for me. I don’t want to lose my individuality.

11. How often and when do you buy new garments before the pandemic? Only when you need them

6. What do you think fashion brands could do to

or you just buy them whenever you want?

solve sustainability problems?

Not very often, maybe about once in tow months.

Stop burning unsold clothes! Instead coming up

I just buy them when I need to.

with problems to support poor people!

12. Take a look at the chart. Could you find any 7. Why do you think taking social responsibilities

association with your motivation for purchasing?

and adopting transparent business approaches

How does this influence your decision making?

are important for modern business?

Excitement, fun and enjoyment in life are my

It

helps

business

building

trust

with

its

consumers. I won’t buy any products from

motivations, I only buy clothes that make me happy.

brands that tried to hide the truth from people.

13. What does the term “Customer experience” 8. Can you name some brand that you think are

meant to you?

authentic and transparent? and why?

The ease of a customers journey from searching

Uniqlo,

they

use

recycled

materials

from

for the product to after sell service.

products to bags.

14. Will you research specific brands and 9. To what extend do you think that consumers

products before buying them? Or do you have

could use their purchasing power to create

some impulse buying experience?

positive change?

I tend to stick with a few brands I knew from

Customers are the keys to firms success, eg

many years ago. Yes, I buy on impulse quite

simply stop purchasing a brand and express

often.

options on social media can make an impact.

15. Do you believe that fast fashion brands could 10.

How

much

do

you

value

purchasing

experience? What do you think about brands

be green brand or sustainable?

YES. Fast fashion brands have already made Pa g e 4 7

changes in the raw materials they use, and had come up with social responsible programs. Those brands who cannot adopt changes in sustainability will be eliminated by customers.

Interview (China 2) 1.

Would

you

consider

yourself

environmentally-conscious

an

4. What will influence your purchasing

consumer

decision? (e.g: Social media, influencers

and why?

&

I will consider myself an environmentally

friends and family)

conscious consumer to some degree as

I

I will not buy a fur coat and many fast

influence my buying decision because the

fashion products at once. I also want to

more a product being wear by celebrities

check if the skin care product I use its

or influencers online the more I will pay

animal tested or not.

attention to it once I see in the real world.

2.

What

practices

product do

features

you

think

or

brand

count

as

celebrities, think

social

marketing media

will

campaigns, definitely

5. Do you care about trends and styles as much as being sustainable and socially

“sustainable fashion”?

ethical?

If the material a brand is using will not do

I think I do because I don't really feel

much damage to the environment, and

comfortable wearing something that is

the way design their products are both

entirely damaging to the environment.

authentically and physically ever lasting for the market it will count as sustainable

6. What do you think fashion brands could

fashion to me.

do to solve sustainability problems?

I think not only they should ensure using

3. What other words do you link with

efficient

sustainability?

improving their workers present working

Minimalism is also a word that count as

conditions.

sustainability.

Pa ge 4 8

natural

resources

but

also

7. Why do you think taking social

10. How much do you value purchasing

responsibilities and adopting transparent

experience? What do you think about

business approaches are important for

brands that sell nonmaterial products or

modern business?

experiences?

A business I think it is essentially a

I

member of the society and its survival

important or physical stores, but I prefer

and development cannot be separate

buying everything online.

think

purchasing

experience

is

from the environment we leaving. So every social component weather is a

11. How often and when do you buy new

is a business or an individual should

garments before the pandemic? Only

naturally bear social responsibility.

when you need them, or you just buy them whenever you want?

8. What do you think are some effective

I think before pandemic I will buy enough

ways to reduce negative environmental

clothes during the transition of seasons.

impacts?

I think a brand should try your best to

12. Take a look at the chart. Could you

help maximise the repair of their products

find any association with your motivation

and provide better after sale service. For

for purchasing? How does this influence

example, some brands tend to design

your decision making?

goods with shorter life cycle so people

One of the motives for me is to feel

would just buy new ones every time they

fulfilled when finally buying a product

broke. In fact many items are still usable

that I wanted for so long. So I am a

if the company helps to fix them.

very cautious buyer because I do make buying decision by judging if a product

9. To what extent do you think that

will give me this fulfilment.

consumers could use their purchasing power to create positive change？

13. What does the term “Customer

To me social media nowadays has given

experience” meant to you?

consumers much more transparency

Customer experience is very important

of the products they are buying. So

to me. I think it is a part of the buying

therefore if a lot of people online have

experience and I’m willing to pay a

decided to boycott a brand it will be very

higher prices if its customer experiences

powerful.

is personal.

Pa g e 4 9

14. Will you research specific brands and

15. Do you believe that fast fashion brands

products before buying them? Or do you

could be green brands or sustainable?

have some impulse buying experience?

I don’t believe that fast fashion brands

I usually do research on social media before

could be a green brand. I think one of the

buying anything. I would love to see, you

reason is that they are promoting a concept

know, those blogger ’s feedback on certain

is called disposable fashion, which is the

products.

opposite side of being sustainable.

Interview (The UK 1) 1.

Would

you

consider

yourself

an

local famers to make fabrics or garments.

environmentally-conscious consumer and

It is important to treat workers better and

why?

provide welfare. As well as launching

I will consider myself an environmental

programs to reduce waste in landfill.

conscious consumer, and I care a lot about being sustainable in fashion and food

3. What other words do you link with Gen

industries. For example, I will choose a cafe

Z?

that provides paper-made straws rather

Tech-savvy, creative, inspired, independent,

than plastic-made ones. I would avoid to

environmentally

consume dairy and choose plant made

hardworking, entrepreneurial.

aware,

social

justice,

alternatives. I am also concerned about waste management as people are creating

4. What will influence you purchasing

tons of rubbish every day.

decision? (e.g: Social media, influencers & celebrities, marketing campaigns, friends

2. What product features or brand practices

and family)

do you think count as “sustainable fashion”?

I mostly shop online during this pandemic,

Product features: using textile that are

so the information about the product on

recyclable and causing minimum damage

the website will affect my decision. Many

to the environment. Do not use real furs

brands now tell the consumer about the

and leathers.

source of raw material, the production

Brand practices: Brands that corporate with

process and how they are made. I prefer

Pa ge 5 0

brands with a high level of transparency.

8. Can you name some brand that you think are authentic and transparent? and why?

5. Do you care trends and styles as much as

I like Stella McCartney, where I can see

being sustainable and socially ethical?

the brand is using some finest sustainable

I do care about the latest fashion trend but I

materials and ethical production methods.

will not purchase “the latest design” from fast

The brand is known for being transparent

fashion brand every season just to be chic.

I think, but their design are also chic and unique. Many niche brands established

6. What do you think fashion brands could do

recently are also doing well. For example,

to solve sustainability problems?

TALA offers products that are made from

For fast fashion brands, they need to produce

recycled cotton and up-cycled nylon.

less garments every season cause I always see the big “SALE” sign every time I walk into

9. What do you think are some effective ways

a store. It is hard for business that selling at

to reduce negative environment impacts?

low price to use materials that are completely

As consumer, we should purchase less

sustainable as the cost will increase. So they

garments and only buy the one we really

need to stop greenwashing or coming up

need. For this I mean even spending more

with campaigns that aimed to manipulate

on one garment rather than to buy 10 pieces

consumers buying more.

from fast fashion brands. Not only because brands with higher selling price tend to treat

7.

Why

do

you

think

taking

social

responsibilities and adopting transparent business

approaches

are

important

their workers better, I think quality values above quantity.

for

modern business?

10. To what extent do you think that consumers

Consumers in current years are very woke.

could use their purchasing power to create

Many companies used to do marketing

positive change?

purely for profit and people can distinguish

We are requiring brands to focus on product

them. For example, H&M did a campaign to

innovation, which help to decrease over

interview with its factory workers. While the

production and waste in the future.

reality is they only received the minimum legal wage, but their woking hours often

11. How much do you value purchasing

exceed the maximum. Being dishonest will

experience?

drive disappointment from the public.

brands that sell nonmaterial products or

What

do

you

think

about

experiences?

Pa g e 51

Purchasing

experience

is

very

materials from niche brands.

important for me. I will choose a brand with more personalised service over

13. What does the term “Customer

the others. I like store assistants who

experience” meant to you?

are friendly and helpful, and I enjoy

For me experience is also the product

conversations with them, making me

that the brand sells. It specks about

feel more connected to the brand.

the brand’s value and culture. And it

I love the new Gloosier store in London,

is what makes luxury brands become

where the consumer could take photos,

so desirable, where consumers will

dink champagne, and socialise with

go window shopping, or go to Dior ’s

each other. The salespeople are also

exhibition just to fulfil their dreams.

very helpful and nice! They gave me lovely gifts when I left the store.

14. Will you research specific brands and products before buying them?

Pa ge 52

12. Take a look at the chart. Could

Or do you have some impulse buying

you find any association with your

experience?

motivation for purchasing? How does

Yes I will carefully check whether they

this influence your decision making?

are using sustainable materials nor not

I think being well respected is quite

before purchasing. I don’t buy clothes

important for me because I want to

made with polyester cause is made

develop

from oil and releases microfibres into

unique

fashion

statement

that could be recognised by others.

the ocean.

I like to share #ootd on Instagram to

Sometimes I will have a sudden desire

receive likes and comments, which

for a specific garment if its been wore

makes me feel happy and a sense

by influencers I like. I will imagine how

of accomplishment. This influenced

I look like in that garment. If my friend

me to buy garment that is one of a

also persuade me to buy it I might

kind, made with recycled or organic

make the decision.

Interview (The UK 2) 1. Would you consider yourself an social media more, I always get environmentally-conscious consumer information about fashion trends, and why?

recent catwalk, and recycling tips

Yes, I will look for products that are

from it.

produced in a more sustainable way. I think if more individuals could 5. What do you think fashion brands support sustainable or eco-friendly could

do

products, it contribute to a better

problems?

future.

Introduce in

2. What product features or brand

their

to

solve

more

sustainability

sustainable

lines

and

their

brand,

make

manufacturing process more visible

practices do you think count as to consumers. “sustainable fashion”?

Maybe things like using less water or 6. Why do you think taking social create less pollution in manufacturing. responsibilities

and

adopting

Using biodegradable materials and

transparent business approaches are

don’t use plastic and polyester as

important for modern business?

they are polluting the environment As younger generation grow higher and killing animals.

attention in sustainability, making their business transparent allows

3. What other words do you link with consumers to really understand what Gen Z?

they are paying for.

Political aware, Eco-friendly, Equity, Female empowerment, Technology, 7. Can you name some brand that you Social media

think are authentic and transparent? and why?

4. What will influence you purchasing

Lush for example, I know they use

decision?

media,

organic materials and do not use

influencers & celebrities, marketing

animals for testing. I think it is a

campaigns, friends and family)

social trend that brands must became

A combination of all of these. I value

authentic and transparent. And do

(e.g:

Social

Pa g e 5 3

not use deceptive marketing.

consume for the product itself.

8. What do you think are some 11. How often and when do you buy effective ways to reduce negative new garments before the pandemic? environment impacts?

Only when you need them or you just

Use less plastic, reduce running water buy them whenever you want? when not needed, turn lights off, I buy much less cloth now, I don't more public transport. The idea is not really do much impulse buying, I only to let one person down it perfectly, buy cloth when I need them . but everyone is putting an effort even is not perfect.

12. Take a look at the chart. Could you find any association with your

9. To what extend do you think that

motivation for purchasing? How does

consumers could use their purchasing this influence your decision making? power to create positive change?

Self-fulfillment, I usually buy what I

The best way about your clothing like the most, and get a satisfaction choice is to buy less. I’m not saying

out of it. Fashion is also about

to not buy anything. Just try to buy creating a personal statement and more in sustainable brands or items

show others my personality through

instead of consuming lots of fast clothing. fashion.

13. Will you research specific brands 10. How much do you value purchasing and products before buying them? experience? What do you think about Or do you have some impulse buying brands that sell nonmaterial products experience? or experiences?

I will research or browse online first,

I don't value purchasing experience I don't do much impulse buying as much, before I tends to shop more because I don't have the desire to online and help myself in stores. But buy many new stuffs. I will only buy for

luxury

purchases,

purchasing

items if I really need.

experience and the service they provide

become

more

important. 14. Do you believe that fast fashion

For me, services is an added value, I brands could be green brands or

Pa ge 5 4

sustainable?

There are some possibilities, because I know many fast fashion brands are already introducing sustainable lines or sustainably made pieces. However many

companies

just

greenwash

their products and slap something like ‘100% recyclable’, ‘water savings’ or ‘carbon dioxide saving’ on the label. But in fact the item is made 100% polyester.

Pa g e 5 5

Bibliography ACORN (2020) The Acorn User Guide. Available at: https://acorn.caci.co.uk/ downloads/Acorn-User-guide.pdf Costa, P., Terracciano, A. and McCrae, R. (2001) Gender differences in personality traits across cultures: Robust and surprising findings. Journal of Personality and Social Psychology, 81(2), pp.322-331.

Euromonitor International a, (2021). Apparel and Footwear in China. Passport.

Euromonitor International b, (2021). Apparel and Footwear in United Kingdom.

Passport.

Fromm, J, & Read, A (2018) Marketing to Gen Z : The Rules for Reaching This Vast-And Very Different--Generation of Influencers, AMACOM, New York. Available from: ProQuest Ebook Central. [15 February 2021].

InYourArea. (2021). Boomers, Millennials or Gen X? What the generational map looks like where you live. [online] Available at: <https://www.inyourarea.co.uk/news/whatgenerational-map-looks-like-where-you-live/#:~:text=In%20comparison%2C%20 Gen%20Z%20(or,of%20people%20in%20the%20UK.> [Accessed 17 February 2021].

Indexmundi. (2019). China Age structure - Demographics. [online] Available at: <https://www.indexmundi.com/china/age_structure.html> [Accessed 17 February 2021].

Mintel (2019) Lifestyles of Generation Z - UK - September 2019. Available at: https:// reports-mintel-com.arts.idm.oclc.org/display/920600/?fromSearch=%3Ffreetext%3 Dlifestyle%2520of%2520gen%2520z%2520-%2520uk (Accessed: 6 November 2020)

Pa ge 5 6

Mooij, M., (2011). Consumer behavior and culture: consequences for global marketing and advertising. 2nd ed. Los Angeles: SAGE. Mintel (2020) Technology Habits of Generation Z: Inc Impact of COVID-19-UK. Available at: https://reports-mintel-com.arts.idm.oclc.org/ Pan, Y., (2018). How Brands Can Unlock China’s Gen-Z Spending Power | Jing Daily. [online] Jing Daily. Available at: <https://jingdaily.com/china-gen-z-spendingpower/> [Accessed 18 February 2021].

Poynter, R (2014) The Handbook of Mobile Market Research : Tools and Techniques for Market Researchers. Chichester, John Wiley & Sons Ltd. Posner, H, Williams, S, & Posner, H (2015), Marketing Fashion, Second edition : Strategy, Branding and Promotion, Laurence King Publishing, London. Available from: ProQuest Ebook Central. [24 November 2020].

Shridhar, A. (2020) 2020 Consumer Types. Who They Are and How They Live.

Euromonitor International.

Stefanyk, C., (2020). Council Post: Generation Woke: How Marketers Can Create Meaningful Connections With Gen Z. [online] Forbes. Available at: <https://www.forbes.com/sites/forbescommunicationscouncil/2020/02/20/ generation-woke-how-marketers-can-create-meaningful-connections-with-genz/?sh=61a1b6742d0f> [Accessed 25 November 2020].

Watts, J. (n.d.) The Woke Generation’s Problem – Advertising Week 360 • AW360. [online] AdvertisingWeek360. Available at: <https://www.advertisingweek360. com/the-woke-generations-problem/> [Accessed 15 February 2021].

Wattpad, (2019) How Gen Z is finding balance in an upside-down world. The Joy of Missing Out. Wattpad Brand Partnerships.

WGSN (2019) Chinese Consumer Outlook 2019. [online] Available at: https://wwwwgsn-com.arts.idm.oclc.org/content/board_viewer/#/82543/page/1 22 Jan. 2021].

[Accessed Pa g e 5 7

Image And Figure Referencing Fg. 1. OC&C, (2019) A generation without borders: Embracing Generation Z. OC&C Strategy Consultants.

Fg 2. HofstedeInsights. (2021). Country Comparison - Hofstede Insights. [online] Available

at:

<https://www.hofstede-insights.com/country-comparison/

china,the-uk/> [Accessed 4 February 2021].

Fg 3. Author (2020) The UK’s Market Size Fg 4. Gevelber, L. (2015) Why Consumer Intent Is More Powerful Than Demographics. [online] Think with Google. Available at: <https://www. thinkwithgoogle.com/consumer-insights/consumer-trends/why-consumerintent-more-powerful-than-demographics/> [Accessed 2 February 2021].

Fg 5. Author (2020) China’s Market Size Fg 6. Author (2020) Hierarchy of Needs Fg 7. Author (2020) Primary Research Key Finding - China Fg 8. Author (2020) Primary Research Key Finding - The UK

Pa ge 5 8

WGSN (2019) [Photograph] Image Library & Design Resources. Available at: https://www-wgsn-com.arts.idm.oclc.org/library/results/0/Sustainability [Accessed 15 Feb. 2021].

WGSN (2020) [Photograph] Search sustainability. Available at: https://wwwwgsn-com.arts.idm.oclc.org/library/results/0/Sustainability [Accessed 15 Feb. 2021].

WGSN (2020) [Photograph] Mud Jeans Available at: https://www-wgsncom.arts.idm.oclc.org/library/results/0/Sustainability [Accessed 15 Feb. 2021].

WGSN (2021) [Photograph] Sustainability & Innovation: Polyester – the Push to Circular. Available at:https://www-wgsn-com.arts.idm.oclc.org/ fashion/article/89907 [Accessed 15 Feb. 2021].

Pinterest (2018) [Photograph] Available at: https://www.pinterest.co.uk.

[Accessed 15 Feb. 2021].

Pinterest (2018) [Photograph] Available at: https://www.pinterest.co.uk/ pin/643381496744405124/ Pinterest (2019) [Photograph] Available at: https://www.pinterest.co.uk/ pin/97108935698688112/ Pinterest (2019) [Photograph] Available at: https://www.pinterest.co.uk/ pin/609815605763128327/ Pinterest (2018) [Photograph] Available at: https://www.pinterest.co.uk/ pin/309129961915893053/ Pinterest (n.d.) [Photograph] Available at: https://www.pinterest.co.uk/ pin/429530883204180095/

Pa g e 59