# Gen Z Fashion Hubs Yoox Created a Dedicated Section for Young Consumers Called Hi_GuyZ! By Laura McQuarrie | Published 2021-06-04 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/gen-z-fashion-hub References: [fashionunited.uk](https://fashionunited.uk/news/retail/yoox-launches-space-dedicated-to-gen-z-shoppers/2021060255797) & [yoox](https://www.yoox.com/) Hi_GuyZ! is a [Gen Z fashion hub](https://www.trendhunter.com/trends/youthfocused-fashion-brand) 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](https://www.trendhunter.com/trends/la-famiglia-collection) will be spotlighted, and it was intentionally created to feel warm, welcoming and speak the language of [Gen Z.](https://www.trendhunter.com/trends/shift-happens) 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. ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 86% | Activity: 80% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Gen Z - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### 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. ## Related on Trend Hunter - [Gen Z Streetwear Brands](https://www.trendhunter.com/trends/hos-wear.md) - [Gen Z Concept Stores](https://www.trendhunter.com/trends/uo-x-glendale.md) - [Affordable Gen Z Apparel](https://www.trendhunter.com/trends/foundry.md) - [Revamped Gen Z Fashion](https://www.trendhunter.com/trends/no-boundaries-1.md) - [Gen-Z-Targeted Retail Concepts](https://www.trendhunter.com/trends/on-rotation.md) - [Gen Z-Centric Campaigns](https://www.trendhunter.com/trends/shift-happens.md) - [Gamified Back-to-Campus Campaigns](https://www.trendhunter.com/trends/uo-haul.md) - [Phygital Gen Z Fashion](https://www.trendhunter.com/trends/walmart-no-boundaries.md) - [Youth-Safe Skincare Hubs](https://www.trendhunter.com/trends/gen-a-z-hub.md)