Brands in the fashion industry, probably more than any other industry, are competing to be desirable in the eyes of young people. Young consumers are constantly looking at what their peers are wearing, in IRL like at the gym or school, or online through social media posts. And over half (53%) of European 13-24-year-olds agree with the statement, “It is important for me to stay on top of the latest trends and fashions” according to YPulse’s Fashion Preferences and Style report. In the fashion industry, the Holy Grail is to be hot. According to YPulse’s Decoding Brand Affinity report, young consumers say a brand is hot when many people recommended it, is trending on social media, and plenty of people have suddenly become interested in it. And European Gen Z specifically think brands can show they’re hot by keeping up with the latest trends, creating great social media content and partnerships, and getting their marketing spot-on with content creators—especially ones these gens are paying attention to. In short, a brand...
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