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Insight of the Day: Launchmetrics: Luxury, premium, and mass market brands adapt to Gen Z consumers

Launchmetrics Report: How Gen Z is Reshaping the Fashion Industry


  • Gen Z's Influence: Gen Z is a dominant force in fashion, driving brand growth and shaping trends across luxury, premium, and mass-market segments.

  • Luxury's Transformation: Luxury brands are embracing innovation and social media buzz to attract Gen Z, with Loewe's meteoric rise and Schiaparelli's viral moments as prime examples.

  • Premium's Influencer Strategy: Premium brands are harnessing the power of influencer marketing and inclusivity, as seen in Skims' remarkable success.

  • Mass Market's Sportswear Boom: Sportswear brands are thriving in the mass market, with Shein's impressive growth and Nike's enduring popularity among Gen Z consumers.

  • Influencers and Celebrities: Gen Z influencers like Léna Mahfouf and celebrities like Kylie Jenner are pivotal in driving brand engagement and shaping fashion trends. K-pop's global influence is also on the rise.

Key Takeaways:

  • Gen Z is not just a target audience; they are a driving force in the fashion industry, dictating trends and influencing brand strategies.

  • Brands must adapt to Gen Z's preferences for authenticity, inclusivity, and social media engagement.

  • Influencer marketing and collaborations with celebrities are essential for reaching and connecting with Gen Z consumers.

  • Sustainability and comfort are increasingly important factors for Gen Z, influencing their purchasing decisions.


  • Innovation and Creativity: Brands are pushing boundaries with bold designs and collaborations to capture Gen Z's attention.

  • Influencer-Driven Marketing: Influencer marketing is a key strategy for connecting with Gen Z on their preferred platforms.

  • Inclusivity and Diversity: Brands are embracing a wider range of body types, ethnicities, and identities in their marketing and product offerings.

  • Sustainability: Gen Z's environmental consciousness is driving brands to focus on sustainability and ethical practices.

  • Comfort and Style:  Gen Z values comfort without sacrificing style, leading to the rise of athleisure and hybrid fashion trends.


  • The fashion industry is undergoing a significant transformation, largely driven by the preferences and behaviors of Gen Z consumers.

  • Brands that understand and cater to Gen Z's unique values and interests will be well-positioned for success in the evolving fashion landscape.

  • Ignoring Gen Z's influence is not an option for brands that want to remain relevant and competitive in the future.

Implications for Brands:

  • Invest in Gen Z Research: Conduct in-depth research to understand Gen Z's values, preferences, and behaviors.

  • Embrace Influencer Marketing: Partner with Gen Z influencers and celebrities to amplify brand reach and engagement.

  • Prioritize Inclusivity: Ensure marketing campaigns and product offerings are inclusive and representative of diverse identities.

  • Focus on Sustainability:  Implement sustainable practices and communicate them effectively to Gen Z consumers.

  • Leverage Digital Channels: Utilize social media platforms and online channels to connect with Gen Z where they spend their time.

  • Stay Agile and Innovative: Continuously adapt strategies to keep up with Gen Z's rapidly changing tastes and preferences.

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