Demographics of target market
My collection is mostly aimed on the Gen Z. The gen Z also known as the generation Z or the centennials which were born in 1997-2012. This population is the future of humanity which are more adapting and open minded due to the use of social media and exposure to the web from a very young age. These open minded people solve conflicts through conversation and evidence and avoid labelling themselves in order to allow a free form of expression without judgements.
The Gen Z's shopping habits are adjusted based on if a brand is ethically correct and practises what it states it does such as handmade with normal wage paid workers above the age of 18 which work willingly, ensure that a company uses personalisation and avoids selling to mass crowds in the sense that they view people as numbers and not people with needs and preferences. The true gen Z is afflicted with social crowds that are true to their word and are not afraid to express their opinions, even if conflicts emerge as they stand to what they believe. This generation wants to expose all truths and cause people to open their eyes and see what is in front of them. Centennials confront matters such as race that skin colour plays no role, sex plays no role and this means that they want gender neutral clothing as one has the right to be set free from labels such as female and male and find themselves and feel free to express themselves she/her, he/him and they/them. Gen Z are liberal as well as some prefer to not believe in any religion or be catholic for example but have an open mind.
They root with 'Undefined identity' meaning that one has the right to experiment and change accordingly whether this is appearance wise or preferences wise like human rights, race, ethnicity, feminism or if they are gay, bisexual, lesbian, transgender or asexual.
In addition the iGen are the most educated of all generations as they continuously keep up and try to have an opinion on sociopolitical issues and keep an open mind with differences set aside.
To conclude, according to the aforementioned the Gen Z due to being such a supportive and open minded generation will support my project and my collection will hopefully empower those who are still unsure if they will be judged when showing support towards such subjects.
Bibliography
Francis, T. and Hoefel, F. (2018) ‘True Gen’: Generation Z and its implications for companies [online] Available at: <https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies#> [Accessed 15 May 2021]
Business Insider (n.d.) Generation Z: Latest Gen Z News, Research, Facts & Strategies [online] Businessinsider.com. Available at: <https://www.businessinsider.com/generation-z> [Accessed 15 May 2021]
Parker, K. and Igielnik, R. (2020) On the Cusp of Adulthood and Facing an Uncertain Future: What We Know About Gen Z So Far [online] Pew Research Center’s Social & Demographic Trends Project, Available at: <https://www.pewresearch.org/social-trends/2020/05/14/on-the-cusp-of-adulthood-and-facing-an-uncertain-future-what-we-know-about-gen-z-so-far-2/> [Accessed 15 May 2021]
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