Gen Z, Millennials Redefine The Brand Relevancy Playbook For Fashion Retailers — Retail Bum

The fashion industry is a story of two markets. There are the luxury labels that are thriving as affluent customers, who are relatively unaffected by hyperinflation and travel restrictions, continue to spend. And then, on the other hand, are the players who are facing challenges in boosting sales as consumers become more frugal and limit their non-essential spending.

To come out strong in the face of this volatile economic environment, fashion brands must take a fresh look at their customer base and rethink their approach to boosting brand loyalty, said BigCommerce’s Director of Content Marketing, Melissa Dixon.

In an exclusive interview, Dixon sat down with Retail Bum to discuss how fashion brands can optimize their shopping and payments experience and brand messaging — and the missteps they must avoid.

Minding the (generational) gap

Millennials and Gen Z shoppers today account for 42% of the U.S. population and hold more than $3 trillion in combined spending power.

While the two generational groups are often lumped together for statistical convenience and the overlap in their values and habits, there are key differences between the two that fashion brands must pay…