Category
Tech
Persistent Context
Trend cluster
Category
Browse
Buying
Sprawling, multi-option retail spaces speak to the Gen Z way of shopping.
6.1
Trend score
What's Happening
What is the Browse Buying trend?
Browse Buying: The fast pace society adheres to in the digital age has set the tone for convenience and speed in the retail space. However, as Gen Z ages, their propensity for leisurely in-store shopping ushers in sprawling spaces designed for browsing. The youth generation enjoys this approach as it taps into a predator-prey aspect of shopping that they enjoy. Unlike Millennials, this generation sees a product as a means of expression more powerful than an experience or memory and enjoys taking the time to find and choose the right item.
Evidence
Examples of the Browse Buying trend
CategoryFashion
Glamorous eCommerce Flagships
Missguided's New Flagship is the eTailer's First Standalone Store
The fashion industry can benefit from opening innovative flagship stores that allow customers to interact with products and brands in a more tangible way.
CategoryBusiness
eCommerce Bargain Shops
Items from Amazon's '$10 & Under' Collection Ship for Free
The introduction of a low-cost shopping collection with free shipping presents an opportunity for eCommerce platforms to replicate this model and attract cost-conscious consumers.
CategorySpecial
eCommerce Pop-Up Gift Guides
Amazon and Refinery29 Launched a Pop-Up Shop Version of a Gift Guide
In the eCommerce industry, implementing immersive experiences and brand activations can enhance customer engagement and drive sales.
CategoryBusiness
Sprawling Accessories Stores
Ardene is Set to Open a Series of Large-Format Stores in Canada
Fast fashion brands can capitalize on the trend of opening large-format stores to showcase a wide range of products and attract a younger consumer base.
CategoryBusiness
Tech-Enabled Fashion Shops
SELECTED's Future You Fashion Retail Store Shares Elevated Experiences
Fashion retail stores can leverage technology to create an interactive and seamless shopping experience, resulting in increased customer engagement and sales conversion.
CategoryArt & Design
Compact Korean Shopping Malls
The Lotte El Cube Mall Caters to Young, Fashion-Conscious Shoppers
Department stores can use the compact, niche-oriented concept of Lotte El Cube Mall to revitalize brick-and-mortar locations and target younger consumers.
CategoryLife-Stages
Kid-Focused Department Stores
'Kid Cavern' is Launching a Department Store for Kids in Liverpool
Kid-focused department stores tap into the growing market for products and experiences tailored to children and their parents.
Workshop question
How are you helping your younger consumers express themselves?
Trend themes
Themes within the Browse Buying trend
Three behaviours holding the trend together01
Browsing as an Experience
Traditional retailers can lure millennials back to brick-and-mortar locations by creating sprawling and immersive shopping spaces that allow for leisurely browsing and tap into a predator-prey aspect of shopping that Gen Z enjoys.
02
eCommerce to Brick-and-Mortar
eCommerce retailers are setting up physical stores as a way for customers to have a hands-on and immersive shopping environment, while still adhering to convenience and speed.
03
Tech-Enhanced Shopping
Brick-and-mortar stores are embracing modern technology to create immersive and interactive shopping experiences that appeal to the next generation of consumers.
Industry implications
What the Browse Buying trend means for industry
Where the trend changes the playbookFor
Fashion Retail
Brick-and-mortar and eCommerce shops in the fashion industry are using creative strategies to attract and retain customers by creating memorable and immersive shopping experiences.
For
Department Stores
Department stores are evolving to include large-format stores and kid-focused spaces to create a family-friendly shopping environment that caters to all ages and interests.
For
eCommerce
Online retailers are utilizing pop-up shops as a way for customers to connect with the brand while showcasing a range of products and delivering differentiated experiences on the way to purchase and increasing their loyalty.
Trend signals
Trend signals for Browse Buying
Trend score 6.1 out of 10, from popularity 84%, activity 90%, freshness 9%.
Popularity84%
Activity90%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial (not a primary audience)
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
