Online luxury discount retailer Yoox is launching an online hub to connect with young shoppers. Launching today, Hi_GuyZ! is a new online platform spotlighting up-and-coming designers and promoting brands that follow sustainable practices to appeal to the fashion interests of Gen Z shoppers. According to Yoox, Gen Z accounts for 7% of its consumer base, and the retailer wants to grow this to make Gen Z 20% of their shoppers in the next three years. YPulse’s luxury data shows that 83% of young consumers are interested in purchasing products designed by a luxury brand from an accessible retailer, and Yoox is built on delivering unsold and overstocked luxury items from previous seasons at a discounted price to make high-end fashion more available. In addition to the launch of Hi_GuyZ!, Yoox is also stepping into TikTok and Instagram to create content that “feels inclusive, relevant, and authentic to guide consumers on their purchasing decisions.” (Vogue Business)
