Who are they?
Generation Z is the final link in the chain of concepts X (1966-1976), Y (1977-1994), and Z used to describe the group of people born during the period 1995-2012.
According to a report by research companies Epinion and OMD, young people of generation Z prefer to stay in touch online.
The influence of generation Z began to be appreciated during the period 2013-2016 when famous names such as the eldest son of the Beckham family – Brooklyn Beckham, model sisters May & Ruth Bell, daughter of the legendary actor
.
Tommy Hilfiger’s Spring-Summer 2016 show was filled with youthful, colorful designs for the Generation Z target group.
What they have in common is that they come from powerful families, have wide influence on social networks, and have an average age under 20. The above reasons make them a trump card to stimulate revenue and save money.
What is the role of a Creative Director?
About two decades ago, the position of Creative Director of fashion houses held a vital responsibility when steering the artistic direction.
.
Famous 9X faces become VIP guests at shows of major fashion houses.
The 2015-2016 period saw high-profile breakups between creative names and prestigious fashion houses.
In a context that requires a balance between revenue growth requirements and the ability to promptly respond to customer needs, the concept of `It Designer` seems to no longer be suitable, especially in the context of the trend of `taking on people`.
.
Designer Karl Lagerfeld and Willow Smith, Chanel’s newest and youngest `muse`.
The creative direction at many fashion houses also recorded a big change.
Is “See now, Buy now” a miracle?
The increasing influence of generation Z is not only reflected in changes in operating mechanisms but also in the way major fashion houses operate.
.
Christopher Bailey at Burberry is a pioneering fashion designer who promptly reacts and changes to the expansion of technology and social networks.
The company also merged three product lines: Prorsum, London and Brit under the common name Burberry.
At this time, it would be too early to confirm the success of the See now, Buy now business method.
.
At Saint Laurent, designer Hedi Slimane has attracted many loyal customers thanks to his rock’n’roll designs that are easy to coordinate, easy to wear and very practical.
—
see more
In the 2016 fashion world, what 7 things are waiting for us?
Creativity & a fashion world that moves so fast
Top 10 `rebirth` moments of the world fashion industry