The first step to connecting to Gen Z: understanding Gen Z.

The first step to connecting to Gen Z: understanding Gen Z. Some industry experts say that fashion brands may find this generation is less interested in owning products, and more open to renting, thanks in part to their upbringing: Ypulse’s own data shows that 62% of 13-17-year-olds don’t remember a time before the recession. As a result, they’re budget conscious and risk-averse, making the sharing economy appealing. They’re also focused on individuality, care about customization, and “prescription does not appeal to them.” (Glossy)