Created by BoF’s journalists and editors, in conjunction with our wider network of leading fashion creatives, thought-leaders, and innovators, Masterclasses are in-depth webinars with supporting resources, designed to deliver key learning outcomes on critical industry topics.

The fashion industry is taking note of Gen-Z’s inexorable rise. This cohort, aged between 12 to 25, will increasingly influence cultural trends and move economies. As a digitally native and notably well-informed generation, Gen-Z places a high value on authenticity. For brands, this means aligning action with stated values and creating loyalty through engaging communities.

But it remains to be seen if brands and retailers are making the right assumptions about Gen-Z. In this Masterclass, BoF’s director of research and analysis, Diana Lee, and senior research lead, Benjamin Schneider, spoke with Anurag Banerjee, CEO and founder of insights firm Quilt.AI; Craig Brommers, CMO of American Eagle and Shaina Zafar, co-founder and CMO of Gen-Z marketing agency JUV Consulting.

The conversation drew on analysis from BoF insights’ report on “Gen-Z’s approach to fashion,” outlining the six key Gen-Z personality clusters and the implications for the fashion industry, including how this generation is changing the way companies relate to consumers.