The marketplace “luxury at bargain prices” has inaugurated a whole new area dedicated to Generation Z: HI GUY_Z!
What is Generation Z?
It is talked about a lot, often criticized, often (and fortunately instead) considered generation lever for a real global change in various aspects: environmental, sociological and economic. Specifically, they are very young people born between the year 1997 and 2010: those who were born in a world already completely, or almost, digitized. The use of technologies and living with 2.0 environments on a daily basis has obviously influenced the personality, choices and consumption behaviour of the latter. Children, young people and young people who use technology all the time.
But technology is not the only factor that distinguishes this generation, there are elements of another nature. According to some studies, the latter, having been raised by Gen X (1965 – 1989), an era characterized by economic crises and turmoil, would have increased in them a greater responsibility and determination. Responsibility that denotes also and especially in purchasing behavior. Despite the young age, today, this generation represents about 30% of buyers and for this reason brands can do nothing but devote themselves to them, yes in the present, but identify strong strategies for the future.
We often speak of Generation Z, often criticized, often (and fortunately instead) considered generation lever for a real global change in many respects: environmental, sociological and economic. YOOX, on June 1st inaugurated a new space dedicated to them! Not only a marketplace with contemporary and youthful garments, but a real meeting place, where you can be inspired, express but above all feel understood and valued. So the company describes the initiative:
“A place where Gen Zers can express themselves and feel at home, conceived as a real concept store, a mood board composed of images, suggestions and words from which they can be inspired to express the culture and values of the Generation Z in an authentic and real way”.
To get in touch with consumers of the future, YOOX uses informal slang, idioms and terminology typical of Genzer chat, starting with the name of the space “Hi Guy_Z!” The project spokesmen? They could only be young stars of the web, from Tiktok to Instagram. Despite their young age, today’s children are often more demanding than an adult, creating a new type of consumer that requires not only a product but a real experience.
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The purchase goes beyond the product itself, the Gen-Z pays attention to current issues such as environmental sustainability, inclusion, body positivity, awareness and gender fluidity. Values that must be shared by brands that want to succeed today and in the future. So Yoox brings young people to the world of luxury with a virtual world just for them. Connect!
Space for young people!:
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