Hi_GuyZ! is a Gen Z fashion hub from Italian discount fashion retailer Yoox that can be found on its website and it's said to be a place where customers can be themselves. The section invites people to "free your mind, find values similar to your own and be inspired by something new and different" and Hi_GuyZ! focuses on gender fluidity, diversity, environmental and social awareness, and other values that matter to this demographic.
The hub is also a place where emerging talent and designers will be spotlighted, and it was intentionally created to feel warm, welcoming and speak the language of Gen Z. According to Yoox, 7% of its customers are Gen Z shoppers and it plans to increase that number to more than 20% over the next three years.
Why This Trend Is Growing
- Gen Z Fashion
- Opportunity to develop gender-fluid, diverse and environmentally focused fashion lines for young consumers.
- Emerging Designers
- Opportunity to support and showcase emerging talent in the fashion industry to capture the Gen Z market.
- Socially Conscious Marketing
- Opportunity to connect with Gen Z by aligning marketing efforts with their values of social and environmental awareness.
Industries Being Reshaped
- Fashion Retail
- Retailers can adapt their offerings to cater to Gen Z shoppers with more socially conscious and inclusive fashion lines.
- Online Retail
- Online retailers can develop dedicated sections for Gen Z shoppers with an emphasis on emerging talent and socially conscious brands.
- Marketing and Advertising
- Marketing and advertising agencies can focus on creating socially conscious and inclusive campaigns to resonate with the Gen Z demographic.
