Dior : Generation Z

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Generation Z (Gen Z), those born between 1995 and 2009, are growing up. Now accounting for 30% of the global population, Gen Z are projected to represent 27% of the workforce by 2025 (source: World Economic Forum)

 

Recent research, however, suggests that more than 80% of managers don’t know how to engage Gen Z (source: Jing Daily). This month, we’ll dig deeper into Gen Z, analysing where they like to spend time, how they communicate and what they value.

In the process, we’ll provide tips for intergenerational exchange, equipping the Dior team with the resources they need to comprehend a generation that are set to account for more than 20% of the global personal luxury goods market by 2025 (source: Bain & Co).

Lavinia Fasano

Foresight analyst, The Future Laboratory

24 May 2022

Author: The Future Laboratory

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Gen Z Hangouts

  • Old-school Social Clubs
    The New York Times recently reported how Gen Z drinkers are swapping Brooklyn dive bars for old-glamour venues such as the Bemelmans Bar and the Rainbow Room, the latter of which has recently hosted punk music listening parties. In Hong Kong, the Carlyle and Co social club picks its members according to their personalities, passions, interests and stories rather than status and profession, appealing to purpose-driven younger generations.
  • Roller Rink Revival
    As skating becomes a Gen Z hobby, model-turned-entrepreneur Liberty Ross has opened a roller-skating rink at New York’s Rockefeller Center. The rink is a revival of Flipper’s Roller Boogie Palace, set up by Ross’s father in the late 1970s, and said to be the beating heart of West Hollywood’s art scene, frequented by everyone from Elton John to Cher.
  • Hyperphysical Stores
    In Shanghai, concept store ENG has become a destination for fashion-forward Gen Z shoppers thanks to its 24/7 vending machines offering premium products, and a hangout area where shoppers can unwind with books and magazines. Reflecting the rise of multi-sensory Hyperphysical Stores, beauty giant Mecca will soon open a 3,000-square-feet flagship store in Melbourne, delivering make-up edutainment and inspiration.
  • Adrenaline Buildings
    F51 is the world’s first multi-storey skate park, located in Kent, England. The venue is an architectural feat, with three floors of concrete skate parks, as well as a boxing gym, a climbing wall and a café. With skateboarding undergoing a renaissance, Dior kicked off its autumn 2022 womenswear show at a skate park, with a performance by female skaters Minji Gwak, Siye Ha and Viju Kim.

Continue the conversation: Based on the case studies above, how might Dior adapt its stores to become Gen Z hangouts?

Image: Imaginary Flower Therapy by Angéline Behr
Image: Topicals

Anti-aspirational Skincare

Among Gen Z, attitudes to appearance – and marketing – are becoming more inclusive and carefree. This is fuelling new beauty brands, such as Topicals, which is Gen Z-founded and focuses on no-filter marketing. Rooted in science, Topicals began life by finding solutions for skin conditions such as eczema and hyperpigmentation. 4AM is another Gen Z-founded brand, aimed directly at busy urbanites who don’t have time for multi-step skincare routines. Inspired by the aesthetics of New York nightlife and Gen Z’s spontaneity, it has the provocatively honest motto: ‘No sacrifices, just skincare. We’re not here to fix your bad habits.’

Continue the conversation: What are Gen Z’s new priorities when it comes to beauty and skincare, and how do they differ from those of older generations?

Image: Pangaia

Rising Trend: Intergenerational Exchange

While Gen Z have characteristics that distinguish them from their older counterparts, this doesn’t mean they’re unwilling to engage with other generations. A recent study by Park Leisure revealed that 22% of Gen Z Britons would rather holiday with their grandparents than their friends.

This is also reflected in shopping choices. With the resurgence of 1990s and Y2K styles, vintage retailer TheRealReal reports that, in 2021, the number of items from the 1990s that were listed by members of Gen X increased by 37%, resulting in a correlated jump of 61% of 1990s fashion being bought by Gen Z.

Meanwhile, as China’s trend for Guochao – tradition and heritage – grows among Gen Z, there is potential for vintage clothing to take off locally. Already filling this gap, dejaWOOO is a resale aggregator making it easier for Chinese consumers to discover pre-loved garments.

Meanwhile, on TikTok, older celebrities and influencers such as Carla Rockmore, Bobbi Brown and Martha Stewart are resonating with younger audiences. Aged 54, Carla Rockmore is described as ‘the real-life Carrie Bradshaw of TikTok’ and is adored for her unapologetic styling advice.

Continue the conversation: Gen Z are extremely curious about fashion history; how can the Dior Client Team make clients’ boutique visits an educational experience?

Next-gen Messaging Platforms

  • Elevating authenticity: BeReal
    BeReal is the new social media app taking Gen Z by storm. The app encourages users to value authenticity above idealisation, sending them a reminder to ‘be real’ each day and giving them a two-minute window in which to share a photo with their friends.
  • Crowdsourced companions: Flox
    Flox is an app that helps separate groups of Gen Z friends to connect and meet in real life. This group dynamic is said to offer an element of safety, reducing the risks associated with meeting people one to one.
  • Provocation platforms: Polemix
    Inspired by TikTok, Polemix uses a video format to pit debaters against one another, allowing viewers to make their own mind up about social issues, and helping young people to hear and listen to peers they might not normally mix with.

Continue the conversation: Authenticity, companionship and conversation are emerging as key priorities for Gen Z – how might Dior prepare to engage them on such issues?

Image: Digital album artwork on Sleevenote by Tom Vek
Image: X11 global flagship store by BloomDesign, Shanghai

The Future Laboratory 101: Gen Z Parenting

Think Gen Z are teenagers? Think again. The eldest of this generation will be turning 30 in just three years’ time. In turn, many are starting their own families – with intentions to transform parenting culture.

China’s recent three-child policy will drive businesses to make parenting desirable to Gen Z. In Shanghai, contemporary toy store X11 is designed especially for this age group, promoting digital aesthetics such as cyberpunk – a departure from the infantilised design language associated with toy retail.

Gen Z are also demanding maternity wear that matches their existing style. Take The North Face Japan’s collection of convertible maternity performance wear as an example. Elsewhere, Herawares is the world’s first maternity streetwear brand, blending functionality with fashion. 

Modern luxury brands are even entering the childrenswear market, with Regina Pyo, Fear of God and Self-portrait offering mini-garments for kids.

Continue the conversation: What can Dior do to position itself as a brand that understands this demographic’s distinctive approach to parenthood?



Thank you for reading.
Next month: Art and Auctions

 

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