The Afterpay GenderFree Shop Encourages Purchases to Support Expression
Laura McQuarrie — June 16, 2021 — Business
References: genderfree.afterpay & fashionunited.uk
Afterpay GenderFree is a new shop that launched during Pride Month to offer a new way to shop. Unlike many stores that are segmented with categories for men and women, this one encourages shoppers to make purchases that align with the way they like to best express themselves.
On the shop, consumers can browse for curated items from brands like Levi’s, Birkenstock, Jeffrey Campbell and Milk Makeup, and the shopping experience is mold-breaking too. Rather than sifting through lists and scrolling in a linear way, the shop pushes boundaries by letting users scroll with more freedom than usual. With GenderFree, Zahir Khoja, general manager for Afterpay North America, says "we are giving our customers a more diverse shopping experience and encouraging everyone to think differently about social norms."
On the shop, consumers can browse for curated items from brands like Levi’s, Birkenstock, Jeffrey Campbell and Milk Makeup, and the shopping experience is mold-breaking too. Rather than sifting through lists and scrolling in a linear way, the shop pushes boundaries by letting users scroll with more freedom than usual. With GenderFree, Zahir Khoja, general manager for Afterpay North America, says "we are giving our customers a more diverse shopping experience and encouraging everyone to think differently about social norms."
Trend Themes
1. Gender-neutral Shops - The rise of non-binary style shops like Afterpay GenderFree presents an opportunity to disrupt the traditional binary approach towards fashion retail and cater to a wider range of customers.
2. Curated Shopping Experience - The curated shopping experience offered by Afterpay GenderFree creates a unique and personalized purchasing journey for customers and provides an opportunity to reimagine the shopping experience in other retail industries.
3. Breaking Gender Stereotypes - Afterpay GenderFree's gender-free approach to fashion retail presents an opportunity to challenge fixed notions of masculinity and femininity, paving the way for more inclusive and diverse representation in the fashion industry.
Industry Implications
1. Fashion Retail - The emergence of non-binary style shops like Afterpay GenderFree presents an opportunity for fashion retailers to cater to a wider audience and expand their offerings beyond the traditional binary approach.
2. E-commerce - The curated shopping experience and non-binary approach offered by Afterpay GenderFree provides an opportunity to reimagine the e-commerce experience and explore new ways of engaging customers across various industries.
3. Beauty Industry - The gender-neutral approach embraced by Afterpay GenderFree presents an opportunity for the beauty industry to cater to diverse customers and challenge traditional beauty standards and gender norms.
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