Tap into Gen Z’s £1.2bn fashion purchasing habits 

Fashion is forever, but young people are carving out new trends by embracing fresh looks, discovering styles on platforms like TikTok and Instagram, and expressing themselves in different ways to previous generations.

So, what better way to get in touch with Gen Z than by downloading the UNiDAYS 2024 Fashion Report? Check it out now to learn:

• What’s trending with Gen Z
• How students’ sentiment is shifting from previous generations
• Why in-store experiences are still in style
• How to captivate Gen Z audiences and unlock lifetime loyalty

That’s just the tip of the iceberg, so let’s take a deeper look at how to smash your fashion goals with Gen Z and get your foot in the door of their ever-changing wardrobe.

Why is fashion so important for students?

There aren’t many things that could define any given generation, but fashion is transcendental and, for Gen Z, it’s no different. Set to spend a total of £1.2bn across the next six months, 99% of students say they’re planning to make fashion purchases soon.

In other words, Gen Z is set to spend £6.6M every day and over half (52%) say they could spend up to £249 each in the next six months. That’s an incredible opportunity for brands to seize, so let’s look a little deeper at the finer details.

Why are students buying new clothes in the first place? Their most popular reason is for working out and activities like running and yoga, but that’s not all. They’re more likely than any other generation to purchase fashion for:

• Holidays
• Preparing for interviews
• Getting ready for events and festivals
• Staying on trend

Don’t forget, fashion is one of the simplest ways to express individualism, something Gen Z is known for. Students use their clothing and accessories to stand out, rather than fit in. That means there’s an opportunity for brands operating in any fashion category to grab a slice of the pie.

In-store shopping isn’t going anywhere

The rise of online shopping might leave plenty of us thinking the physical experience is dying, but for Gen Z fashion, that couldn’t be much further from the truth.

In-store is definitely trending–students say they’d rather shop in-store for lots of reasons, with the most popular being:

• Trying items on before buying
• Taking purchases home the same day
• Having shops located near to each other
• Social aspects, like seeing friends, having lunch and going to the cinema

Across the majority of fashion categories, Gen Z told us they’d prefer to buy in-store rather than online. These include:

• Jeans
• T-shirts
• Dresses and skirts
• Underwear and lingerie
• Bags
• Sunglasses
• Jewellery

How do you get in on the action?

Alright, so there’s lots of spending to be done, but how do you get your fashion brand noticed by Gen Z

Two-thirds of students discover new trends and products while browsing in-store, making them more likely than any other generation to do so. Plus, 38% of Gen Z say physical ads influence them heavily, meaning brands should consider advertising in high-frequency spaces, like on public transport and around university campuses.

Of course, Gen Z is also known as the first demographic to have grown up with the internet, so it’s no surprise they tend to uncover trends and products via platforms like Instagram, TikTok and YouTube.

When it comes to the world of digital content, Gen Z told us they’re most influenced by:

• Influencer content
• Review videos from influencers
• Get Ready With Me/lookbook videos
• Review videos from peers

What does that mean? Well, to remain competitive, brands should be targeting young people in these spaces through the content they’re asking for. Keep it relevant, engaging and short-form, with a professional feel. Thank us later.

It’s time to start trending

At UNiDAYS we understand the trials and tribulations of student life. We know what Gen Z is going through and, more importantly for you, what they want from your brand.

Don’t miss out on the moment–seize the Gen Z opportunity and get your brand directly in front of students, not to mention getting access to actionable insights like these.

Ready to win with Gen Z?

Talk to UNiDAYS