Generation Z: Reshaping Retail
“I’m fascinated by generational differences,” says SCAD accessory design professor Mary Norton. “I’ve watched millennials in my classroom and am now teaching Gen Z-ers, and the changes in their attitudes and habits are striking.”
A designer, entrepreneur and artist, Norton brings a wealth of professional experience to the classroom. As a production coordinator for Sony, she worked on films including The Prince of Tides and Masters of the Universe while developing her eye for fashion trends. After leaving the film industry, she began her journey to accessory stardom as a designer and founder of Moo Roo. From her initial flagship store in Charleston, her business grew into a multi-million dollar enterprise, her handbags worn on red carpets by Jennifer Lopez, Heidi Klum, and Uma Thurman.
Today Norton prepares the next generation of designers at SCAD for professional success. Her classes focus on trends, buying patterns, and how to connect with consumers in a digital world.
Mary Norton
When I am teaching, I am always aware of buying trends, the marketplace, and consumer patterns. The design world is constantly changing, and Generation Z is radically different than any generation we have ever seen.
Generation Z consists of those born after 1997. The eldest members of this cohort are in their early 20s and entering the workforce. This generation differs greatly from all previous generations in saving, spending, and overall money management habits.
When deciding where to shop, Gen Z-ers primary motivator is price [1]. They frequently document their lives online and feel pressure to always have new clothes. That desire is fueling growth in unconventional forms of shopping, specifically in regards to second hand, rental, and resale options. The importance of being unique, balanced with saving money, is a defining trait of Generation Z.
SCAD students, the future designers of America, take into account the importance of value and individuality in their designs. Gen Z is more fickle than previous generations, and if brands are slow to engage or if they break their promises, these young shoppers will move on.
Gen Z-ers do not use brands to define their identity like past generations may have done. Money was once a status symbol, but Gen Z-ers are rejecting old ideals of wealth and status. This cohort is looking at money more holistically and re-assessing its role in their lives, ready to make more considerate purchases.
More than eight in 10 (81 percent) of Gen-Z aged between 18 and 21 in the US report money as a source of significant stress [2]. Savings and considered expenditure are therefore front of mind.
Avoiding credit debt, Gen Z-ers are looking for financial tools to help them manage their cashflow and budget their income. They want brands to do this in conversational, collaborative, creative, and emotionally empowering ways. This can be done through recycling and reusing clothing, rather than buying new. Secondhand shopping affords Gen Z the chance to dress in unique ways. They use thrift to build their own identity and create their own story.
While Gen Z-ers are more sustainability-minded than previous generations, they also face constant pressure to wear new items, since they are likely to be the most photographed generation. They want to flip their wardrobe, and do it without damaging the environment. They want to look unique, and save money. They want companies to show commitment to the environment, and are quick to switch loyalty.
At 57 million strong and representing the most diverse generation in U.S. history, Generation Z is at the precipice of changing our society. I can’t wait to see what happens.
By Mary Norton
Research Sources
2. https://www.businessinsider.com/gen-z-shopping-habits-kill-brands-2019-7
4. https://www.lexingtonlaw.com/blog/credit-cards/generation-z-spending-habits.html
