What Do Gen Z Shoppers Want? A Cute, Cheap Outfit That Looks Great on Instagram
Three young women shoppers in three countries talk about what they buy, where they buy it and why.
By Elizabeth Paton, Taylor Lorenz and
For every Greta Thunberg and school-skipping climate change protester, there is another member of Generation Z buying inexpensive clothes on a smartphone.
Their purchasing choices — fueled by influencer culture and catered to by a new wave of ultra-fast-fashion retailers such as Fashion Nova, Pretty Little Thing and Missguided (responsible for a £1 bikini that sold out in Britain) — are as much about how an outfit will look on social media as in the real world.
Three Gen Z shoppers in America, Australia and Britain invited us into their homes to talk about what they buy, and why. All of them work after school or save money to pay for their own purchases.
‘I Browse Every Single Day’