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How are Generation Z shopping for fashion?

Generation Z, those born since 1995, are the all-important next generation of consumers. So how are they shopping for fashion?

Drapers’ recent Connected Consumer report has this year given us our first glimpse of how Generation Z shoppers want to interact with fashion brands.

Our annual consumer survey highlights significant differences in what younger shoppers and older shoppers want. Older shoppers remain crucial for today’s market, they have higher incomes and more purchasing power. But for success in the future, and hints for how businesses need to evolve, brands need to look into younger generations’ habits.


Founded in Manchester in 2006, the Boohoo group (LON:BOO) started life as boohoo.com, an inclusive and innovative brand targeting young, value-orientated customers. For over 10 years, boohoo has been pushing boundaries to bring its customers up-to-date and inspirational fashion, 24/7. boohoo has grown rapidly in the UK and internationally, expanding its offering with range extensions into menswear through boohooMAN.

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Disclaimer: Statements in this article should not be considered investment advice, which is best sought directly from a qualified professional.