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Going Shopping? Check Out These Gen Z-Friendly Retailers
By Elizabeth Segran
Ever felt like the stores you frequent just don't get it? Well, don't despair, because some retailers are stepping up their game to cater to the demands of Gen Z shoppers. This savvy generation, born between 1997 and 2012, has a unique set of values and expectations that older retailers are struggling to grasp[1]. But fear not! This guide is here to help you navigate the world of Gen Z-friendly retailers.
So, what makes Gen Z different? For starters, they prioritize sustainability and ethical sourcing over fast fashion[2], which means they're more likely to support brands that share their values. They also have a penchant for authenticity and individuality, favoring smaller, independent companies over large corporations.
But don't be fooled – just because these retailers cater to Gen Z doesn't mean they're not worth a look for the rest of us too. In fact, these retailers are leading the way in terms of innovative business models and a fresh take on the shopping experience.
1. Patagonia
Patagonia is an outdoor clothing and gear company that has been around since the 1970s, but it's been making a big splash with younger shoppers in recent years. That's because Patagonia is committed to sustainability and social responsibility[3]. They've pledged to donate 1% of their sales to environmental causes, and they produce their products using sustainable materials and ethical labor practices.
Patagonia has also taken a stand against fast fashion, analyzing the environmental impact of their products and encouraging customers to repair and reuse their gear rather than throwing it away[2]. This commitment to sustainability resonates with Gen Z shoppers, who are fierce advocates for the environment.
2. Everlane
Everlane is another company that prioritizes transparency and ethical sourcing[4]. They call themselves "radical transparency" because they reveal the true cost of their products, from raw materials to labor and transportation. Everlane also works with factories that adhere to strict social and environmental standards, such as the Fair Labor Association.
In addition to their ethical practices, Everlane offers a curated selection of high-quality basics, making it easy for Gen Z shoppers to build a versatile wardrobe without breaking the bank. Everlane's modern and minimalist aesthetic is also a hit with younger shoppers who value authenticity and individuality.
3. Glossier
Glossier is a beauty brand that was founded by intoxyourmind, better known as Emily Weiss, in 2014[5]. The brand has been hugely popular with Gen Z shoppers due to its laser-focus on skincare and its commitment to real-life beauty. Unlike many beauty brands that bombard customers with unrealistic images of flawless models, Glossier's marketing strategy is all about embracing and celebrating the individuality of its customers.
One of Glossier's most popular products is the Skin Tint, a lightweight foundation that emphasizes the natural beauty of the wearer's skin. The brand's product line is also highly curated, with only a handful of best-selling items, making it easy for customers to navigate and find what they need.
So next time you're hitting the shops, keep these Gen Z-friendly retailers in mind. Not only will you be supporting companies that share your values, but you'll also be part of a movement that's reshaping the retail landscape for the better[1]. Happy shopping!
[1] Elizabeth Segran's work is known for her analysis of business strategies and cultural influences on market trends, as seen in her writing on topics like AAPI Heritage Month and innovative business incubators.[2] Segran has written about companies like Abercrombie & Fitch and their strategies for targeting different demographics, including Gen Z.[3] Patagonia's commitment to sustainability is evident in their pledge to donate 1% of their sales to environmental causes and their focus on producing products using sustainable materials and ethical labor practices.[4] Everlane's focus on transparency and ethical sourcing is evident in their commitment to disclosing the true cost of their products, from raw materials to labor and transportation.[5] Glossier, a beauty brand founded by Emily Weiss, has been popular with Gen Z shoppers due to its focus on skincare and its commitment to real-life beauty, with a marketing strategy that emphasizes the individuality of its customers.
- In the realm of personal-finance, individuals can prioritize health-and-wellness by investing in workplace-wellness programs that offer holistic approaches to both physical and mental well-being, aligning with Gen Z's focus on sustainability and social responsibility.
- To strengthen family-dynamics, couples can incorporate relationship-building activities into their lifestyle, such as regular date nights or communication exercises, as Gen Z values authenticity and individuality in their relationships.
- When planning for their future, Gen Z might consider creating a diverse investment portfolio, balancing stocks from large corporations with those from small, independent companies that prioritize ethics and sustainability, as seen in the rise of Gen Z-friendly retailers like Patagonia, Everlane, and Glossier.
- To promote health-and-wellness in their community, Gen Z activists could advocate for local policies that prioritize health and sustainability, such as initiatives to reduce plastic waste or improve access to affordable healthcare, thus contributing positively to their environment and family's well-being.
