Cider is winning over Gen Z shoppers. Despite competing with Shein, Edikted, and Princess Polly, the e-commerce brand has carved out a space for itself on Gen Z’s timeline. Part of Cider’s strategy is its engaging online shopping experience. Products on its site are divided between aesthetics and moods, such as the coquette “Feeling Cute” section of baby doll dresses and lots of lace. Another key to the brand’s success with Gen Z is its monthly drops of new items—some 600-800 every time—all of which are hyper-fast fashion’s standard reasonable prices. For context, that’s double the number of new items that its competitor Edikted releases each month. Cider is testing if its online success will hold up at brick-and-mortar locations now, too. Last month, Cider opened its first store in Los Angeles, with plans to open more locations in California by the end of the year. (BoF)
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