{"id":198456,"date":"2022-03-01T12:25:29","date_gmt":"2022-03-01T12:25:29","guid":{"rendered":"https:\/\/www.theindustry.fashion\/?p=198456"},"modified":"2022-03-01T19:41:53","modified_gmt":"2022-03-01T19:41:53","slug":"gen-z-fashion-report-shows-65-want-gender-neutral-search-option-online","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/gen-z-fashion-report-shows-65-want-gender-neutral-search-option-online\/","title":{"rendered":"Gen Z Fashion Report shows 65% want \"gender neutral\" search option online"},"content":{"rendered":"
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.<\/strong><\/p>\n <\/p>\n 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.<\/p>\n For example, one in four (26%) of Gen Z consumers believe that labelling products according to gender is not inclusive<\/strong>, with over half (61%) of the opinion that the mainstream fashion industry overlooks minority groups, including non-binary and trans people.<\/p>\n 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.<\/p>\n 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<\/strong>. Nike<\/a><\/span>, ASOS<\/a><\/span> and Old Navy were perceived to be leading the way in inclusivity and challenging gender stereotypes.<\/p>\n The majority of students (83%) said they would not expect to pay more for a gender-neutral item<\/strong>, with one in ten willing to pay \u00a31 - \u00a325 more per item if it was designed and marketed as non-gendered.<\/p>\n Viviane Paxinos, General Manager at UNiDAYS said: \u201cOur 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.<\/strong><\/p>\n \"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.<\/strong> They recognise tokenism in marketing and are more likely to interact with brands that communicate their offering authentically.<\/p>\n \"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\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":" […]<\/p>\n","protected":false},"author":103,"featured_media":198465,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[9763,6],"tags":[22775,15223,23125,16512,10594,16400,15039],"acf":[],"yoast_head":"\n