1 minute read
Generation Z
Re-Story is targeted at Generation Z, specifically the older half of the demographic, born between 1995 and 2000. Also known as digital natives, they have little memory of the world before smartphones, with 74% of Gen Z spending free time online (Morgan Blake, 2020). With a Mintel report identifying the generation as increasingly environmentally-conscious, 61% are willing to pay more for products that are produced ethically and sustainably (Morgan Blake, 2020).
Gen Z are a sharing generation, growing up with shared services such as Airbnb, and therefore are more likely to shop vintage and second-hand, drawn in by the sustainable benefits and the nostalgia associated with vintage clothing. They respond to social media and influencers, with 85% learning about new products through social media, and 52% trusts social media influencers for product or brand advice (Morgan Blake, 2020).
The higher price of the collection may deter consumers, however receiving a commission for sending in clothing for the Re-Story scheme will provide an incentive for the younger target audience to get involved. Following the Covid-19 outbreak and subsequent lockdowns, Mintel identified lonelieness as becoming an increasing concern amongst Gen Z. This provides Retold the opportunity to grow the community, creating the Re-Story collection to help harvest a strong community amongst Retold’s consumers, bringing like-minded people together.
