Wearable Fashion and Gen Zs
February 15 , 2017
Gen Zs ( People born from 1995 to 2010), often referred as “Digital Natives”, have been in contact in the digital environment since birth. As such, the generation is in a unique position as potential customers than before. These are the people that have anxiety without digital gadgets and social media and a blurred boundary of what is real and what is not.
Futurologist Jeremy Rikfin states that for this generation, the phrase “I exist, therefore I login” is the most applicable. They are not only the most important consumer range in the status quo that influence their parent’s purchase, when they become the largest consumer segment in the near future, it ought to bring huge change to the value of goods and marketing tools.
With the change in generation, wearable fashion is expected to meet a new change. Currently, wearable technology has mainly been focused in fitness wear as it is highly accessible and less design constricted. While many brands have pondered out of the scope of fitness wear and put out more distinct products on the market, it is difficult to say that they have been standing strong. Whilst there are many explanations behind the situation, the most reasonable is that the products mainly targeted older consumers, who have the economic means and are close to the digital media but have not yet incorporated it into their life styles.
For Gen Zs, who basically wear the internet around with them, wearable fashion holds a completely different meaning compared to the previous generation. According to *Atlas, Generation Y and Z are the consumer base that is most digitally friendly. Moreover, for the previous generation who valued fashion over function, wearables were a luxury rather than a necessity. This may not be the same for this new age group where wearable functions are directly related to their lifestyles.
*Atla is a digital service provided by online media Quartz
Snapchat is a prime example. As a social media platform where one of the principle features is that pictures and messages are only available for a short time before becoming inaccessible, if has become one of the prim tools for Gen Z whom prioritize privacy. It is shown that 60% of smartphone users between 13~34 use snapchat.
Spectacles, a sunglass that allows video recording is a prime example of incorporating design and snapchat. Unlike google glasses (which to be fair was not the most “fashionable”), Spectacles has been successful in incorporation the stylish, hip and cool factors that can appeal to the generation. On top of that it allowed users to easily upload their videos on snapchat which also added to their advantage.
Studio XO, most well known for their ‘experience bands’ used in Lady Gaga and Black Eyed Peas concerts, are also in the process of designing a luxury streetwear collection with the incorporation of technology to target the Z Generation. The collect will include LED dresses and baseball caps from special yarns to assess one’s emption.
According to Benjamin Males, founder of Studio ZO, attempts to incorporate digital into clothing will provide a stepping stone for the generation to easily access wearables and accept them. For instance, if one could change the color of their bag or hat with the touch of an app, it would definitely appeal to the Z consumers.
Wearable fashion will prove its worth as the spending power of the Gen Z expands. Fashion and technology evolves hand in hand and fashion items that hold both fashion and functional merits will be able to appeal to the future consumers. This is why we must keep a close eye on wearable fashion
