Winning W/ Gen-Z
A handful of boutiques have pioneered the luxury market of tomorrow, forging strong connections with young fashion consumers.
Futurist and science fiction writer William Gibson likes to say: “The future is already here — it’s just not evenly distributed.” Gen Z is the first generation of truly digital natives born into an era in which the ubiquitous internet and the shared economy were never a novelty. Gen Zers, who are already gaining spending power to dictate the trends of the future, are more money-conscious and prefer everything #NoFilter, compared to their millennial counterparts who are used to a world designed and curated for them.
Here are 10 brands that BoF recognized as having cultivated strong connections with Gen-Zers across the world:
1. Kith, New York, United States
3. Machine-A, London, United Kingdom
Source: BoF (October 13, 2017) | Image: Laura Pittaccio