A new generation of consumers is coming of age during a critical, sink-or-swim period for brands and retailers. In our latest case study, BoF puts some of the widely accepted attributes of Gen-Z under the microscope, and interrogates how five industry players — Nike, Brandy Melville, Morphe, Depop and Louis Vuitton — have successfully capitalised on the Gen-Z opportunity.
Consumers’ mixed signals on sustainability pose tough but surmountable obstacles for fashion brands, argue Sarah Willersdorf and Robbin Mitchell.
Independent designers like Telfar are bringing pre-orders directly to their customers — online and outside of the traditional seasonal delivery schedule. BoF explores the pros and cons of the strategy, and how to talk to customers about waiting in a fast-fashion world.
Fashion doesn’t just reflect our inner selves; it can also have psychological effects that actually change how we think, feel and act, argues Carolyn Mair.