Audience Research

This brief is aimed to target a 16-25 year old middle and up market audience of style-conscious people.  

According to 'Business of fashion'- Get-Z and fashion is the 'Age of Realism'. The BoF insights explores Gen's significant influence on fashion, with its generation having a purchasing power of 360 billion in the US. Get-Z clearly values fashion for boosting confidence and shaping identity. The research shows that in order to engage Gen-Z, fashion companies must focus on communications, style, communities and brand evolution. 

Fashion trends for 16-25 year olds 

Current trends blend nostalgia with modern influences, emphasising individuality. Popular trends include:

1) Y2K arrivals: Early 2000s styles such as low rise jeans, chunky trainers, baggy trousers.

2) Streetwear: Oversized hoodies, graphic tees.

3)Sustainable fashion: Interest in eco-friendly brands, thrift shopping etc.

4)Dark academia: Gothic influences featuring tailored blazers ad plaid skirts in earthy tones. 

Demographics:

Socio-economic status= Middle class and above( likely to be in education or early careers with disposable income or parental financial support)

Gender= Inclusive of all genders, though specific titles may appeal more to different identities.

Ethnicity and diversity= Diverse as this generation values inclusivity and representation.

Psychographics:

-Style-conscious: Interested in fashionn aesthetics, beauty trends, design and personal branding.

-Tech-Savvy: Constantly online and active on social media platforms such as tiktok and pinterest.

-Value driven/Environmentally aware: Interested in sustainability, ethical fashion and social issues such as gender equality, diversity and mental health.

-Trend- focused: Keen on staying ahead of trends in fashion, music, lifestyle etc...

What this audience engages with:

-FASHION INFLUENCERS AND BRANDS- Hailey Bieber, Emma Chamberlain, Bella Hadid

-MUSIC ARTISTS- Billie Eilish, Tyler, the creator, Olivia Rodrigo, Taylor Swift

-VALUES- Social justice, mental health awareness, body positivity

-PLATFORMS- Pinterest, Instagram, Youtube

THEY WANT:

1- Authentic, diverse representations

2-Interactive content

3-Aesthetic appeal

4-Social media integration- BTS