CAPSTONE-ID2023

The Next Big Thing Equality of Gender Neutral in Mall/Retail

CAPSTONE SPRING 2023

SEOHEE AHN

4.19.2023

ABSTRACT

Gender-Neutral categories and changing attitudes toward gender identity and identification should be “the next big thing” for consumer goods and retail companies.

The Equality of Non-Binary and Gender Neutral is lacking in the retail/shopping mall.

In December 2020, a statistic survey done by Winderman Thompson over 1000 US consumers claimed “45% of participants agreed or strongly agreed that they want to see gender neutral brands in the Shopping mall.” The shift to gender neutrality is getting stronger among Gen Z and Millennials consumers. Among these groups, over half believe that binary gender division is outdated.

KEY WORDS

Gender Fluid is a gender identity best described as a dynamic mix of boy and girl.

Non-Conformity is a refusal to conform to an established or conventional creed, rule, or practice

THE RISE OF GENDER NONCOMFORMITY & FLUIDITY

The new generation is more open-minded toward society and drifting away from traditional norms and values. The shift to gender neutrality is getting stronger among Gen Z and Millennials consumers.

According to the data, 48% of Gen Z consumers and 38% of Millenials value brands that don’t classify products by gender; 85% of Gen Z and 75% of Millenials were thinking of buying Gender-fluid apparel .”

Gen Z and Millennials are likely to support a brand with equality-themed communication .

Gen Z Millenials

Value brand’s that don’t classify by gender

Gen Z Millenials

Thinking to buy Gender-fluid apparel

STYLE SHOULD NOT HAVE A GENDER

Nearly half (49%) of students are more willing to purchase from a brand that has better gender representation and inclusivity in its marketing.

Gen Z claimed that they want to see better diversity and inclusion of all gender indentities in both product and marketing, and will spend money for brands that get it right.

“Gender-neutral clothing aims to encourage everyone to live their best life in the clothing they choose, free of gendered labels.”

TRANSITION of GENDER-NEURAL/NON-BINARY

Unisex clothing was a baby-boomer corrective to the rigid gender stereotyping of the 1950s

After WWII, when people started making efforts again to break gender norms.

Non-binary dressing becomes more common among millennials

1820s- New Harmony Community stirred controversy for allowing women to wear trousers like men.

1900s-Women’s pants under a short dress introduced

1940s- Women’s right to wear pants banned, and the differences in gender roles became strict all over again.

In 1968 marked the first time the term “unisex” appeared in the New York Times, referring to the Monster shoes that can go with any gender.

Gen Z is setting standards that require the fashion industry to redefine itself and change the flow to fit the new era.

Use the clothes / accessories they wear day-to-day to express themselves

Preference for gender inclusiveness correlates with sexual orientation and age

Gender-Neutrality Creates Value

“Adopting a gender-neutral approach allows us to create new possibilities for our customers, be more inclusive and more reflective of our changing society.“

Environmental inclusive brands will stand out and reach a wider audience and provide access to their products to people who may not know them. Additionally, gender neutrality encourages gender equality.

More than 16.2% of consumers are planning to raise their children as gender-neutral until they recognize their own gender. Gender inclusivity will become important in business and society at large as the years go by.

Somewhat Unimportant

6%

Not Important

9%

Very Important

36%

Neutral 24%

Somewhat Important 25%

Consumer in the U.S expect brands to be Gender-Neutral

INCREASE OF DEMAND

The increase in demand for gender neutral clothing has led some retailers, such as Target, JCPenney, and Old Navy, to offer more unisex options.

“As the global economy mends, the 2021 growth of Gender Neutral Clothing will have a significant change from the previous year. According to the latest study, the global Gender Neutral Clothing market size is USD million in 2022 from USD million in 2021, with a change between 2021 and 2022. The global Gender Neutral Clothing market size will reach USD million in 2028, growing at a CAGR over the analysis period 2022-2028.”

Market Value Y-o-Y Growth XX Pg. 8

CONCLUSION SO, WHY GENDER-NEUTRAL & NON-BINARY?

Gender-Neutrality & non-binary fashion is seen as being more practical than traditional women’s and men’s fashion because they can be worn by both sexes without any alterations needed, also Unisex fashion is also seen as being more environmentally friendly because it reduces the amount of fabric used by consumers.

Classic Styles

Versatility

Sharing

ECO- Friendly

BIBLIOGRAPHY

James, D. (2022, September 7). Consumers want gender-neutral clothing. some retailers are listening. Retail Dive. Retrieved January 30, 2023, from https://www.retaildive.com/news/consumers-want-gender-neutral-retail-clothing/630862/

Prokopets, E. (2022, May 3). Gender-Neutral Marketing: It’s More Than A Trend. Latana.com. https://latana.com/post/three-brands-gender-neutral/

Gender neutral fashion shopping intention 2022. (n.d.). Statista. https://www.statista.com/statistics/1331305/gender-neutral-fashion-shopping-intention/

Kavilanz, P. (2021, June 24). Gender neutral clothes are the next big thing in fashion | CNN business. CNN. Retrieved January 30, 2023, from https://www.cnn.com/2021/06/23/business/gender-neutral-fashion/index.html

Article. Kearney. (n.d.). Retrieved January 30, 2023, from https://www.kearney.com/consumer-retail/article/-/insights/un-labeling-retailwith-pride-the-future-of-gender-norms-at-retail-is-non-normative-and-a-120-billion-market-share-gain-opportunity (Accessed: January 30, 2023).

Petrock, V. (2020, November 25). Consumers Expect Brands to be inclusive. Insider Intelligence. Retrieved January 30, 2023, from https://www.insiderintelligence.com/content/consumers-expect-brands-inclusive https://industrygrowthinsights.com/report/gender-neutral-clothing-market/

MarketWatch. (2022, November 3). Gender neutral clothing market size, Growth Analysis Report, 2022 : Global sales revenue, segmentation with competitive analysis, trends, rising demands, covid19 impact by manufactures, forecast to 2028. MarketWatch. Retrieved January 30, 2023, from https://www.marketwatch.com/press-release/gender-neutral-clothing-market-size-growth-analysis-report-2022-global-sales-revenue-segmentation-with-competitive-analysis-trends-rising-demands-covid19-impact-by-manufactures-forecast-to-2028-2022-11-03

https://aemcyparis.com/blogs/infos/the-history-of-unisex-fashion

https://www.theatlantic.com/entertainment/archive/2015/04/when-unisex-was-the-new-black/390168

SELFRIDGES & Co

Radical, Gender-neutral Department Store

High-end department store & second largest retail in the United Kingdom, London

Misson since 1908

Make shopping a fun adventure and a form of leisure instead of a chore. Transforming the retail social and cultural landmark that makes women feel comfortable and legitimately indulging.

Revenue before Gender-Neutral campaign rennovation: $530 Million

AGENDER

-without gender-

Concept

BREAK DOWN the STANDARD GENDER SEGREFATIONS that depatment stores create. Creating a unique genderless shopping experience.

The concept of Space planning

Beyond the term ‘his’ and ‘hers’ consumers simply find a most desired item by color, fit, and style.

Atmosphere

Stripping away the artifice of commerce and marketing “Selfridges’ ambition was to create a space where men and women could essentially come and shop together irrespective of gender, and that you would choose clothes as an individual rather than based on your gender”.

Revenue before Gender-Neutral campaign rennovation: $565.6 Million

We want to take our customers on a journey where they can shop and dress without limitations or stereotypes. A space where clothing is no longer imbued with directive gender values, enabling fashion to exist as a purer expression of ‘self’.

THEN

NOW: LELVEL 1

Metal framework and mesh panels to mark out linear spaces on two floors of the store for the new Agender initiative – an experiment to provoke conversation about gender targeting in fashion and retail.

The materials such as vulcanised rubber and latex are used in a warm pink palette within the lighter of the two areas – which is occupied by abstract sculptures.

LEVEL 2 & 3

Using masking tape to create text and replace logo, and all products have the same tags.

The materials used in the Agender houses – concrete, horsehair, rubber – give a primal and raw feel

All products over 40 brands are stored and displayed in plain garment bags and brown boxes to “democratize” the goods and remove any indication of their target gender.

All of the mannequins in the Selfridges have been removed. Instead, gender-ambiguous garments are draped over straps, stacked against poles, and hung from pieces.

VR Design Exploration

Based on my research topic, the goal of my project is to show the gender neutrality concept in shopping/retail. The equality of nonbinary and gender neutral is lacking in shopping/ retail. According to the survey, 45% of participants strongly agreed that they want to see gender neutrality in the shopping mall. Since the shit to gender neutrality is getting stronger among Generation Z and Millenials, 48% of gen Z and 38 % of Millennials value brands that don’t classify by gender. Selfridge talks about the idea of breaking down the gender segregation that mall create, and showing a unique genderless shopping experience instead. To implement the idea of Selfridge in the floor plan, the retails are gender-neutral by avoiding the typical mall layout and using genderless terminology, path, and material finishes.

As you see, the retails on the first level are having the characteristic of clustered layout which can create ambiguous paths traveled. In the analysis of a typical mall layout, women like shopping around or taking a detour on their way to make a purchase. On the other hand, men enter the store to purchase a specific thing and immediately leave.

Artificial Intelligence Inspiration

“Miro” is inspired by a mid-journey creation that has a parametric interior feature. Miro is born from VR software called Gravity Sketch and the meaning of the name in English is Maze. I see the similarity between parametric and maze which is blending complexity and variety.

Miro has an organic shape body which can give softness and a sense of movement. The more irregular the shape is, the more movement it will portray. The purpose of having Miro in Pier 56 is to give a touch-and-feel experience with visual interest and make the atmosphere unified.

“MIRO” - FIRST FLOOR LOUNGE

FIRST FLOOR: RETAIL

FIRST FLOOR: MAIN LOUNGE

SECOND FLOOR: OPEN BELOW

SECOND FLOOR: EXHIBITION