For generations, brands have relied on their target demographic to keep coming back for more. Relationships between brands and their customers have historically been strong, which means that Gen Z threw quite the curveball when it became clear that brand loyalty wasn’t something they valued with the same allegiance as their predecessors.
“I don’t really focus on brands for clothes. I just look for good looking clothes that fits me well and will last,” said a member of our youth panel, Generation Wattpad. This sentiment was repeatedly echoed by other members. So how does a brand earn an evergreen stamp of approval from Gen Z in 2020?