27th June 2024
The digital age has brought about profound changes in consumer behaviour, especially among Generation Z. Born mid-1990s to early 2010s, they have unique preferences and expectations that are reshaping the marketplace. Gen Z’s buying behaviour is characterised by a demand for authenticity, sustainability, and social engagement as mentioned in my previous post Navigating the New Marketing Landscape: How Gen Z is Redefining the Customer Journey. Brands like Vinted, New Balance, and Stanley Cups (I still don’t get this one) have successfully adapted to these shifts, leveraging influencer marketing, authentic content, and social media to capture the attention of this influential generation. Here I’d like to explore how these brands are thriving by aligning with these Gen Z values and behaviours.
Vinted: The Preloved Fashion Phenomenon
1. The Appeal of Sustainability
Let’s start with Vinted, a favourite among Gen Z consumers. The platform’s success is largely driven by its alignment with Gen Z’s commitment to sustainability. According to a report by Forbes, Vinted’s user base grew significantly in 2023, with a 40% increase in active users, largely fuelled by the younger generation’s desire to reduce waste and make environmentally conscious purchases.
2. Authentic Content and Community Building
Vinted has also excelled in creating a sense of community among its users. The platform encourages authentic content, where users share their personal stories and fashion finds. This user-generated content fosters a sense of trust and relatability that resonates deeply with Gen Z. Vinted’s tone of voice, as noted by ICS Digital, emphasises friendliness, inclusivity, and transparency, which are key to building a loyal customer base.
3. Influencer Marketing
Influencer marketing has played a pivotal role in Vinted’s rise. Collaborations with eco-conscious influencers and fashion bloggers have helped amplify Vinted’s message and reach. By partnering with influencers who genuinely believe in sustainable fashion, Vinted has been able to create authentic and impactful marketing campaigns that resonate with Gen Z.
New Balance: From Dad Shoe to Fashion Icon
1. Nostalgia and Modern Trends
New Balance, once known for its ‘dad shoes’, has successfully rebranded itself as the ‘IT’ trainer for Gen Z. The resurgence of chunky, retro-style sneakers has played a significant role in this transformation. New Balance’s ability to blend nostalgia with modern fashion trends has made it a staple in Gen Z wardrobes.
2. Strategic Collaborations
The brand’s strategic collaborations with designers and influencers has also been instrumental. Partnerships with figures like Jaden Smith and Aimé Leon Dore have positioned New Balance sneakers as must-have items. These collaborations bring fresh, contemporary designs to classic sneaker models, appealing to Gen Z’s love for unique and stylish footwear.
3. Social Media Presence
New Balance has leveraged social media effectively to engage with Gen Z. By creating visually appealing content and engaging with users on platforms like Instagram and TikTok, the brand has built a strong online presence. Social media campaigns often feature influencer endorsements and user-generated content, enhancing the brand’s authenticity and relatability.
Stanley Cups: From Utility to Trend
1. The Power of Influencer Marketing
Stanley Cups, originally known for their practical and durable design, have become a trendy accessory thanks to savvy influencer marketing. A strong influencer strategy using Instagram and TikTok have turned the Stanley Cup into a must-have item, showcasing its stylish design and functionality in everyday life.
2. Authentic Content
The success of Stanley Cups among Gen Z can also be attributed to authentic content. Influencers and users share real-life applications of the product, from gym sessions to university revision days, emphasising its practicality and style. This authentic portrayal helps build a genuine connection with the audience.
3. General Social Media Buzz
Is it just me or does EVERYONE have a Stanley cup? Harking back to school days of having to have a certain item, Stanley Cup managed to engage with its audience through interactive and relatable content and made it a have to have item.
*Personal note here…it’s just a water bottle and it shouldn’t cost £40 to carry around water… sorry to be a borebag.
Key Takeaways for Marketers
1. Embrace Authenticity
Gen Z values authenticity above all. Brands need to ensure their messaging and content are genuine and relatable. User-generated content and behind-the-scenes glimpses can help build trust and loyalty.
2. Leverage Influencer Marketing
Influencers play a significant role in shaping Gen Z’s purchasing decisions. Collaborating with (the right!) influencers who align with the brand’s values and can authentically promote products is essential for success.
3. Prioritise Sustainability
Sustainability is a major concern for Gen Z. Brands that incorporate eco-friendly practices and promote sustainable products are more likely to resonate with this generation.
4. Utilise Social Media Effectively
Social media is the primary platform for engaging with Gen Z. Brands should create visually appealing, interactive, and relatable content to capture and retain the attention of this audience…and do this consistently.
Conclusion
Gen Z is revolutionising the buying landscape with their unique preferences and behaviours. Brands like Vinted, New Balance, and Stanley Cups have successfully adapted by embracing authenticity, leveraging influencer marketing, and prioritising sustainability. Marketers targeting Gen Z must understand these shifts and tailor their strategies accordingly to build meaningful connections and drive success in this dynamic market.