The following is the 2021 spring and summer fashion Report From Great new generation recommended by recordtrend.com. And this article belongs to the classification: Life data, User Research, research report.
In the post epidemic era, the scale of fashion consumer market has risen sharply, and the consumption scale has doubled year on year. M insight found that in 2020, the number of tmall fashion consumers will increase by over 10 million, and the number of consumption pieces will increase by twice as fast as that of the crowd, which will further release the purchasing power and consumption enthusiasm. Generation Z firmly accounted for more than 30% of the share of fashion consumption, with a year-on-year growth of about double, becoming the main driving force of fashion consumption growth. Ali’s mother, together with tmall clothing and BiliBili, jointly released m insight “the great new generation: new fashion report of spring and summer 2021”, insight into the fashion consumption trend of generation Z, and guide new fashion species and new brands to open an era of increment.
Generation Z has become the leader of fashion style, expressing itself with fashion and defining social identity. The insight shows that the core of generation Z focuses on fashion culture, interest circle and social hot spots, which is highly consistent with fashion consumption and scene preference. Beyond the shackles of traditional fashion authority, social circle has a more prominent influence on generation Z, and the social value of fashion is most valued by generation Z. Stars, bloggers, KOL, skillfully using fashion expression with human design, and occupying a large number of leisure time of Z generation, video and live broadcasting are the main channels for young people to obtain fashion information.
Z generation users are more willing to go shopping for new products, and consumers of fashion new products have higher purchasing power and younger age, showing a trend of penetration into the sinking market. The report found that women under the age of 24 were more willing to go shopping for new products, star products, limited top-notch products and designer products.
Z generation with “I am what I wear” attitude to complete the aesthetic self-expression. They take the lead in controlling trends, redefine fashion, dare to try new species, and emphasize national self-confidence and minority cultural identity. There is a vanguard force in generation Z, whose new brands have more consumption, higher value and stronger viscosity. They are the main force of new brand mining, tasting, spreading and going out of the circle.
M insight found that in the past year, over 12 new brands were consumed, and the consumption frequency and consumption power exceeded the industry average. The susceptible population of new clothing brands was as high as 30 million, of which generation Z accounted for half, as high as 46%, and was growing. The great new force led by generation Z is rapidly releasing.
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