Generation Z: The new experience strategy

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The old rules of branding no longer apply. Meet the most complex yet most critical shopper of all time – Generation Z.

By 2020, today’s 14-19 year olds (Gen Z) will be the largest group of consumers worldwide, making up 40% of the US, Europe and BRIC countries, and 10% in the rest of the world. The needs and behaviours of this group will inform not only the next generation of shoppers, but the future of mainstream retail.

See the full report at: http://www.fitch.com/think/gen-z-and-the-future-of-retail/

Published in: Retail, News & Politics
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Generation Z: The new experience strategy

  1. 1. 29/05/14 Generation Z The new experience strategy —
  2. 2. 1960—1981 1976—1996 1995—2010
  3. 3. THE OLD RULES OF BRANDING NO LONGER APPLY ”BY 2020, TODAY’S 14–19 YEAR OLDS (GEN Z) WILL BE THE LARGEST GROUP OF CONSUMERS WORLDWIDE, MAKING UP 40% OF THE US, EUROPE AND THE BRIC COUNTRIES, AND 10% IN THE REST OF THE WORLD.”
  4. 4. PROFILING GEN Z
  5. 5. GLOBAL EVENTS THAT HAVE SHAPED THEIR FEARS AND ASPIRATIONS 2004: The emergence of Web 2.0 (from pure consumption to active participation) / Launch of Facebook 2005: Launch of YouTube 2006: Launch of Twitter 2007: Apple debuts iPhone Google launches Street View 2007: Global economic downturn 2001: 9/11 terrorist attacks in NYC 2008: Barack Obama is sworn in as the first black US president 2004 2005 2006 2007 20081995 2001 today
  6. 6. HOW GEN Z SHOPS
  7. 7. ASPIRATIONAL BROWSING ASPIRATIONAL BROWSE It’s about the hunt. Creating a scrapbook. Broadcasting their potential purchases. x&y z see buy see buy
  8. 8. RETAIL RELEVANT INSIGHTS —BORN SEAMLESS —SAVVY CYNICS —STAFF RESPECT —GOOD ENOUGH /AGILE —MULTIPLE PLATFORMS —CONSTANT INNOVATION
  9. 9. STORE DESIGN RELEVANT INSIGHTS —ORIENTATE BY CONTRAST & COLOUR —DON’T LOOK UP —SIGNAGE IS INVISIBLE —MUSIC = OPEN FOR BUSINESS —TOUCH & ACCESS THE PRODUCT —HIDDEN PRICE TAGS
  10. 10. FITCH’S FIVE POINT PATH TO PURCHASE
  11. 11. FITCH’S FIVE POINT PATH TO PURCHASE FINDING OUT BROWSING DECISION MAKING BUYING SHOW & TELL visibility access reassurance price fulfillment aspirational browsing
  12. 12. DESIGNING RETAIL FOR THE CONSTANT STATE OF PARTIAL ATTENTION

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