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Gen Z Fashion Report shows 65% want "gender neutral" search option online

Camilla Rydzek
01 March 2022

The Gen Z Fashion Report by UNiDAYS has revealed that almost two thirds (65%) of Gen Z's think their shopping experience would be improved if there was a "gender neutral" search option online.

The report, which was informed by responses from over 4,000 Gen Z students on the UNiDAYS panel, shows the consumers progressive attitudes towards non-gendered clothing and marketing.

For example, one in four (26%) of Gen Z consumers believe that labelling products according to gender is not inclusive, with over half (61%) of the opinion that the mainstream fashion industry overlooks minority groups, including non-binary and trans people.

When it comes to marketing, only 31% of UK Gen Z feel that brands are getting it right when it comes to using inclusive and diverse gender representation.

87% strongly believe that there should be better gender equality and inclusion within fashion, whilst almost half (46%) of UK students would like to see more diverse products ranges from fashion brands. Nike, ASOS and Old Navy were perceived to be leading the way in inclusivity and challenging gender stereotypes.

The majority of students (83%) said they would not expect to pay more for a gender-neutral item, with one in ten willing to pay £1 - £25 more per item if it was designed and marketed as non-gendered.

Viviane Paxinos, General Manager at UNiDAYS said: “Our report clearly shows that Gen Z have a strong appetite for genderless clothing and willingness to engage with brands that are providing a more inclusive offering.

"Despite the strong influence that price holds over the demographic, the findings show that Gen Z are hyper-informed and switched on when it comes to identifying which brands they consider inclusive and representative. They recognise tokenism in marketing and are more likely to interact with brands that communicate their offering authentically.

"By expanding their focus on representation, communicating authentically with their audience, and recognising that price is a top priority that influences Gen Z purchasing decisions, brands will succeed in driving affinity with this highly influential generation”.

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