As a result of Pandemic-related social restrictions, loneliness is unsurprisingly at an all-time high. Generation Z have experienced the effects of isolation on their mental health as a result of Covid social restrictions, increasing their need for social interaction.
After shopping solo over the last year, a Gen Z Hangout Market identified that one way to create a sense of togetherness and social experiences is through fun in-person shopping experiences. A Pinterest study found that 50 per cent of people in the UK still prefer to shop offline, and retailers are tailoring their offerings accordingly.
One positive aspect to emerge from the rise of e-commerce shopping is making Gen Z more conscious in their purchases, with eBay figures showing that 81 per cent of 16-24-year-olds are buying pre-owned items. Digital second-hand storefronts like Depop have seen sales increase by 300 per cent in 2020.
A Pinterest study found that 50 per cent of people in the UK still prefer to shop offline, and retailers are tailoring their offerings accordingly.
The popularity of clothes swapping with like-minded climate-conscious friends underlines the growing importance of sustainable purchasing. But more than that, it’s a way to cultivate new friendships. Loanhood takes a community-first approach to fashion rental, providing a platform for young people to connect to other locals through meet-ups, try-on sessions and pop-ups.
Loanhood
TikTok is the platform for choice for Gen Z, who comprise more than half of the app’s demographic in the US. Its influence is such that it’s shaping physical retail activations. New York’s Rogue applied the vintage and thrifting clothing to their bricks and mortar retail to appeal to this niche.
TikTok content houses are perhaps the ultimate example of the video platform’s impact. In April 2012, fashion brand Finesse moved nine TikTok creators into an LA property, armed with their clothing, and left to provide content for virtual audiences who then provided real-time feedback on their looks. The interactive activation seeks to offer the same playfulness and collaborative nature of the apps.
Its influence is such that it’s shaping physical retail activations.
Another example that celebrates the conscious consumer — along with individuality, diversity and creative expression — is BETA By STH BNK, located on the future site of Melbourne’s world-class, multi-use development STH BNK By Beulah. This experiential event series programme will bring together brands, revered artists and makers, immersive dining experiences and more. BETA By STH BNK will explore the future of living, food, fashion and wellness with sustainability, wellbeing, art and culture at its core.
BETA’s live, ongoing experiments explore the future of spaces outside traditional brick and mortar. Experiential and immersive, these unique and innovative events transcend expectations to reimagine a radically sustainable future, redefining luxury for a new generation.
How would you like to see transformative spaces and experiences explored in future retail offerings?
Content sourced from LS:N Global
