Z世代和Alpha世代重塑时尚产业

HOW

GEN

Z

X

GEN

ALPHA

ARE

REWIRINGTHE

FASHION

INDUSTRYOCTOBER

2025

WWDx

BCG9K+U.S.responsestoBCGConsumer

Surveys1exploringcross-generational

preferencesandexpectationsacross

fashion&luxury.50K+posts

on

social

media

channels.10in-depth1:1interviews

withindustryleaderswinningwith

youngergenerations.Determinetarget

consumersthebrand

wantsto

acquire:createclarity,targetsandKPIs.2Focuson

youthculture.Buildauthenticity

throughcreators,collaborationsandproducts.3Shiftfrombrand

control

tocreator

energy

andactivatethesocialcommerceengine.4Preparefor

agentengineoptimizationandprioritizeAIsearchtoprotect

traffic.5disproportionateshareandgrowfaster.TheinauguralWWDxBCGFutureof

Fashion

Report

takesadeeperlookattheconsumerinsightsacrosstheFashionNextGenintheU.S.Thestudy

wasbasedonareviewconductedacross~9KU.S.consumers,socialmedialistening,

andinterviews

withCEOsof

brands

winningwith

youngergenerations.R

EW

I

R

I

N

G

FA

S

H

I

O

NWWDXBCGGenZoperatesby

a

new

set

ofrules—distinctfrompriorgenerations—redefiningdiscovery

andproduct

engagement.2Brandheritagenolonger

guarantees

value;

youthculturedecides

which

brandsearnconsideration.3ash

ion’s

next

gen

—GenZ

andGenAlpha—projectedtobe40percentof

the

fashionspendingoverthenextdecade.Brands

whoadjusttheirgo-to-marketstrategiesstandto

winEngagementofglobalBCGFashion

and

Luxury

experts

andWWD

journalists.1.

U.S.

RESULTS

CAPTURED

JUNE

2025

(N=4’377)

&

AUGUST

2025

(N=5’838)3BCGandWWDexplored

howleading

brands

are

adapting,surfacing

five

strategiesto

win

with

Fashion’s

Next

Gen.1Shoppinghabitsareundergoingaseismicshift,

with

40percentof

Gen

Zusing

AItoolstoshop.Brandsmust

adapt

tostay

competitive.5Fivekey

insights

onFashion’s

NextGen,projected

to

drive>40percentof

US

spenD:1Thisgenerationprioritizesproductsover

brands,

accentuating

fundamentalslikepriceandquality.2Focusonthefundamentals

ofpricing,discountsandquality

—investincriticalconversionfactors.FSocialmediaisthenew

battleground,

shiftingfromfunneltoaflywheel.FUTURE

OF

U.S

.

FASHION

STUDY

METHODOLOGYEXECUTIVE

SUMMARY4REWIRINGFA

SHIONWWDxBCGWHAT

WE

PREDICTEDABOUT

FASHION’SNEXT

GEN

10

YEARS

AGO

AND

WHATACTUALLY

HAPPENED.•LOYAL•

BRAND

HERITAGE•

CAMPAIGNS•

LINEAR

JOURNEYS•BUY

LESS,

BUY

BETTERTODAY•

EXPERIMENTAL•

CULTURAL

RELEVANCE•

SOCIAL-

FIRST

STORYTELLING•

FRAGMENTED

,

AI

-

LED

JOURNEYS•

TREND

-

DRIVEN4

5PredictionsonWhatFashion’sNextGenWanted10YEARS

AGOWhatFashion’sNext

GenWants40%GenZandGenAlphaprojectedfashionspendinyearstocome.1Fashion,sNextGenmovesbyadifferentsetof

rules

topriorgenerations,strategiesforthosegenerations

won,tworkforthisaudience.2For

youngerconsumers,heritage

nolongerdeterminesbrand

value,

youthculturedecides

who

wins

consideration.3Socialmediaisthenewbattlegroundasplatformsevolve

tofullcommerceengines,shiftingfromfunneltoflywheel.4AIhaspenetratedfashionshopping

inaseismic

way

with

40percent

of

youngerconsumersusing

AItoshop,

requiringbrandstocrack

thenewcodeto

win.5WINNING

WITH

FASHION’S

NEXT

GENREWIRINGFA

SHIONWWDxBCG?WhatmatterstoFashion’sNext

Geninthe

U.S.?6

75

TRENDS

DEFININGU.S.FASHIONThisgenerationisproduct-driven

over

brand-driven,

accentuatingthe

fundamentalsof

priceandquality.YOUNG

FASHION’SNEXT

GEN

MOVES

BY

A

DIFFERENTSET

OF

RULES1Apparel

takes

up

a

larger

share

oftheir

expenses

than

those

over

age

28,

with

a

longer

list

of

needs

andwants

from

their

style.

With

tighter

budgets

but

a

strong

desire

forself-expression,

they’re

choosinglooks

that

help

them

feel

fun,authentic[delete

comma]

andsuccessful,

and

that

make

them

feel

like

an

influencer

among

their

peers.

They

want

to

impress

those

around

them,

but

without

paying

a

premium.Thekey

purchasetouchpointsfor

thisgenerationareresearchingonline,

scrollinginfluencer

content,

andturningto

their

friendsandfamily.Evenastheir

digital

influencehasgrown,

in-storebrowsinghasremainedthemost

popular

modeof

discovery.Brandsshouldinvitethe

younggenerationtoco-createandshape

theiridentity,not

just

consumeit—

fromproductdesign

tostorytelling.

Thosethatbuild

with

theirculture,humor

andcreativity

willforgeauthenticrelevanceand

long-termconnection.8

9Styleisn’t

just

about

aesthetics—

it’sabout

whothey

are.

Traditional

leverslike

brandstory

or

heritage

matter

less

than

authenticity

and

self-definition.THIS

GENERATION

HASA

GROWING

LIST

OFEXPECTATIONS

FOR

THE

FASHION

THEY

BUYIDENTITY

IS

THE

COREFOR

THEYOUNGER

GEN

ALPHA

PORTION

OFTHIS

NEXT

GENERATIONTHEIR

PURCHASE

JOURNEYS

ARE

BASED

IN

THEIRONLINE

COMMUNITYGENERATIONSSTRATEGIESAUDIENCE

.WON’TPRIORWORKTHISFORFORREWIRINGFASHIONRESPOND?HOW

TO10

SOURCE:

BCG

STATE

OF

FASHION

AND

LUXURY

SURVEY

2025

11Thisyounggenerationspendsatotal.7percentmore

oftheirspendingmoneyonclothingandshoesand10percent

lesson

dining

outandtravellingthanthe29+year

old,makingclothingandshoesakeycategoryforthem.•Feeling

inspired•

Havingfun•Expressingthemselves•Projectingsuccess•Beingfashionforward•Feeling

sporty•Wantingtoinfluence•Standingout•Being

authentic•Feeling

stylishWhat

everyone

else

cares

about:FASHION’S

NEXT

GEN

SPENDS

ON

CLOTHING,

SHOES

AND

OTHER

GOODS

WHILE

THOSE

29+

SPEND

ON

DINING

AND

TRAVELFASHION’S

NEXT

GEN

SHOPPERS

HAS

A

GROWING

LIST

OF

EXPECTATIONS

ON

WHAT

FASHION

CAN

DO

FOR

THEM•Gettingtheirmoney’sworth•Productsthataredurable•

Relaxingfits•Comfort•QualitySOURCE:

BCG

STATE

OF

FASHION

AND

LUXURY

SURVEY

2025DEFINING

THE

GENERATIONS;

GEN

Z

AND

GEN

ALPHA

ARE

FASHION’S

NEXT

GENREWIRINGFASHION

WWDx

BCGFashion’s

Next

Gen

Cares

AboutSOURCE:

PEW

RESEARCH

CENTERTheFashionNext

Gen

ofshoppers

aredressingtoimpresswithnearly

halfoftheseshopperswantingtoimpressandgetcomplimentsfrom

thosearoundthem.Whilethose29+

generationscaretoo,itis

not

aspopularofa

priority.Despitewantingto

be

noticed

andcomplimented,theyounggenerationis

notwillingtospend

foritin

the

same

waythat

the29+set

might.This

nextGenfashionconsumer

isthereforechoosingtospendmoretimedoing

researchandpricecomparisonto

makesurethey

arefindingtheybest

pieces

atthe

right

prices.FASHION’S

NEXT

GEN

ARE

TURNING

TO

INFLUENCERS

MORE&

AMAZON

LESS,

BUT

STILL

RELY

HEAVILY

ON

IN.STOREBROWSING

TO

INFLUENCE

THEIR

PURCHASESREWIRINGFA

SHIONWWDxBCGTHE

YOUNGER

GENERATION

WANTS

TO

IMPRESS

OTHERS,BUT

UNLIKE

THOSE

29+,

THEY

ARE

LESS

WILLING

TO

PAY

FOR

IT12

SOURCE:

BCG

STATE

OF

FASHION

AND

LUXURY

SURVEY

2025

13SOURCE:

BCG

STATE

OF

FASHION

AND

LUXURY

SURVEY

202514

15understandingwhatouryouthcustomercaresabout-andaIwaysputtingthemfirst-wehavecementedourpositionasthe#1

jeansbrandforGenZ.FornearIy50years,wehave

buiIttrustand

IoyaItythrough

anunwaveringcommitmenttoproductquaIity,pricing,compeIIing

marketing

andacustomer-firstapproach.American

EagIe(AE)hasstoodforincIusion,beIongingandseIf-expressionsinceitsearIiest

days.WeareoptimisticandweIcomingtoaII.ThesefundamentaIvaIuesarekeydifferentiatorsthatconsistentIyresonatewitheachnewgeneration.Today’syouthconsumerexpectsbrandstomeetthemwheretheyare

andtoshowupinpIaceswheretheycare

about

most.

Leaning

into

new

pIatforms,cuIturaImomentsandexperienceshas

positionedAE

atthecenterofconversationandreIevance.Ourdominancein

jeans

and

iconicpartnershipswithsomeofthemostinfluentiaItaIentinentertainmentandsportsdefineAEastheAmericanyouthbrand.JenniferM.FoylePresident&ExecutiveCreativeDirector/AmericanEagleOutfittersreaIbeautyofthispassionatecommunity.AeriewasoneofthefirsttoceIebratetheunretouchedbeautyofwomeninitscampaigns

morethan

10yearsago,Iaunchingthe#AerieREALbrandpIatformthat

continuestoinspireconfidenceandempowerment.DrivenbyapowerfuIbIend

ofcomfort,

styIe

and

affordabIe

pricepoints,thesuccessofAerieandOFFL/NEbyAerieis

underpinned

bythedeepemotionaIconnectionbetweencustomerandbrand.

Our

customerswanttofeeIamazingeverywhereIifetakesthem.ByIistening,we’vequickIygrowntheIeggingsbusinesstohoIdthe#2positionwithin

ourcoredemoand#3insportsbras.Thefuture

is

brightaswe

continuetocapturemarketshareinintimates,appareIand

activewearthrough

new

fabrics,seasonaIdrops,andperformancestyIes.Aerieis

morethana

brand—it’samovement.

Morethana

decade

ago,AerieignitedwomenacrossthegIobetoIovethemseIves,insideand

out.Now,weareinspiringanewgenerationtodothesame

aswe

remainunwaveringinourpromisetobe

aIways

andforever

reaI.WHILE

THE

TWO

GENERATIONS

WITHINTHIS

NEXT

FASHION

GENERATION

HAVE

OVERLAP,

THERE

ARE

DIFFERENCESHow

leading

brands

are

redefining

loyalty

by

connecting

with

youththroughauthenticity,values,andculturalrelevancehemagicofAerieistheauthenticreIationshipwe

have

buiItwithourcustomers.EverythingwedoisdesignedtoceIebratethemericanEagIeisoneoftheIargestandmostenduringyouth

brands,servinggenerationupongenerationsince1977.ByJayL.SchottensteinChiefExecutiveOfficer/AmericanEagleOutfittersbuildingloyaltythrough

confidence,

comfortand

communityWORDS

OFWISDOMleadingwith

purposeand

connection“A“TREWIRINGFA

SHIONHERITAGE

NOLONGER

DETERMINES

BRAND

VALUE2YOUTH

CULTURE

DECIDESWHO

WINS

CONSIDERATIONYouth-endorsed

brandsoftenbenefit

froma

cross-generational

haloeffect

as

brandsthat

capture

Gen

Z/A

attentionearncredibility

witholder

consumers

who

view

themas

fashion

leaders.RAPIDVIRALITYWiththerise

of

social

media,culturaltrendsscalerapidly,

giving

brandslimitedtime

to

respond

and

capitalizeonmomentum.TREND

STARTERSOVER

TRENDSETTERS:Brandsthat

are

winningare

tapping

intotheright

moments

beforethey

crest

by

embeddingin

youth

culture

andreacting

beforeothers.HOW

TO

RESPOND?1617Recruit

young

talent

and

infuseyouth

culture

into

the

product,collaboration

and

creator

strategy,with

a

real

time

pulse

on

what

is

about

to

take

off

with

Fashion,s

Next

Gen.YOUNGER

GENERATIONSDRIVEWHAT’S

FASHIONABLEREWIRINGFASHIONCulturalcyclesamongGenZand

Gen

Alphahaveaccelerated,breakingintomicrotrendsthatspikeandfadewithinshortwindows.Socialplatformsamplifydiscoveryandfeedconstantnovelty,compressing

thehalf-lifeofcultural

relevance.Streamingpopularityhighlightsthis,

withsearchinterestpeakingsharplythendropping50to75percentwithinonetotwoweeks.Inthisenvironment,winnersanticipatetrends,actatpeakinterest

anddosoauthentically.WhenamicrotrendalignswithbrandDNA,attentionconvertsquickly,especiallyassocialchannelsfunction

increasinglyasstorefrontswithnativecheckout.Asthesecohortsgainspending

power,thestakesrise:brands

must

deliverproductsfasterthanever,sinceopportunitiesnowlastweeks,

notquarters.Successdependsonspottingsignalsearlyandmoving

beforetheyhitthemainstream.SOURCE:

GOOGLE

TRENDS

(WEEKLY

SEARCH

INTEREST

SCALED

0–100’

WITH

EACH

SHOW

INDEXED

TO

ITS

OWN

PEAK

=

100)BRANDS

THAT

ARE

WINNING

ARE

TAPPING

INTO

THERIGHT

MOMENTS

BEFORE

THEY

CREST

BY

EMBEDDING

IN

YOUTH

CULTURE

AND

REACTING

BEFORE

OTHERSWinningwithGenZmeans

being

partofculture,notchasing

it

afterthefact.Thebrandsthatresonate

mostdon’tjustfollowtrends—they

shapethem,earningcredibilityas

culturaldrivers.Becauseculturalwavesriseandspreadfasterthanever,successcomesfromspottingwhat’snextearlyandshowingupauthentically

beforeitgoesmainstream.

Thatrequirespairingtheright

productswiththerightmomentsandweaving

themseamlesslyintoyoungconsumers’lifestyles.Noteveryexperimentwillhit,butbrandsthatstayagileandopentotest-and-learnaretheones

positionedtolead.REWIRINGFA

SHIONWWDxBCGWITH

THE

RISE

OF

SOCIAL,

CULTURAL

TRENDS

SCALE

RAPIDLY,

GIVING

BRANDS

LIMITED

TIME

TO

RESPOND

AND

CAPITALIZE

ON

MOMENTUM18

19SOURCE:

BCG

ANALYSISauthenticallyconnectingthroughculture“A

l

nc

t,ed

toyoungerconsumersbybeing

anactivepartof

theirworld—pioneeringspaceswhereauthenticity,emotionandself-expressionthrive.Wetailorourcollectionstolocaltastesandcelebratestorytellingthroughpersonalizationandscarcity.Each

pieceismeanttofeelunique,emotionallyvaluableandreflective

of

theindividualwearingit.Sincethe

beginning,GoldenGoose

hasalways

beentiedto

the

world

of

art.

Frompartnerships

with

the

VeniceBiennaleand

localartists,

ourstoresalsoserve

as

artistic

hubs—spaceswhereyoungcreativescanexpressthemselves,showcase

their

work

and

shareonnecGooseyetadsowet

Gtheir

authentic

stories.

Thisconnection

strengthens

our

tieswith

local

communities

and

keepsus

in

tune

with

the

evolvingcreative

energy

of

youth

culture.Atthesametime,we’recontinuingtostrengthenourdeepconnectionwiththeworldofsports—a

source

of

inspiration

that

hasalways

been

part

ofour

DNA.We

havesignificantlyexpanded

our

ties

with

the

skatecommunity,a

universethat

hasdeeply

influenced

our

sneakersandcollections.

More

recently,we’ve

taken

another

step

into

theworld

of

racket

sports

with

theopening

of

the

Golden

GooseArena,ourfirst

padel

center

in

MilanCityLife—

a

spacewherepassion

matters

morethanperformance,and

where

thegame

becomesa

momentof

authenticconnection.”ForGenZandGenAlpha,sportsculturebeginswiththetraditionalcoreofprofessionalathletes,majorleaguesandbroadcastviewing,but

it

doesnotstopthere.Adjacentgrowth

nowincludescollegeandamateurplay,nichesports,and

lifestyle

expressionssuchassneakersor

jerseysasfashion.Atthefrontier,sportshavebecome

immersive,interactiveandcreator-driven.Youngergenerationsengage

throughesports,fitnessinfluencers,

fantasyleagues,gamingandbetting.

Socialplatformsenableconstantparticipation,whetherthroughsecond-screenviewing,gamifiedfitnessapps,orcreator-ledfandom

thatspansmultiplechannels.REWIRINGFA

SHIONWWDxBCGONE

OF

THE

FRONTIERS

OF

YOUTH

CULTUREIS

IMMERSIVE

SPORTS

ENGAGEMENT20

21WORDS

OFWISDOMHowfashionleadersstayconnectedto

youth

culture

and

creativitySilvioCamparaChiefExecutiveOfficer/GoldenGooseCOURTESY

OF

GOLDEN

GOOSESOURCE:

BCG

ANALYSISSOCIAL

MEDIA

IS

THE

NEWBATTLEGROUND3Modernconsumer

journeysrevolvearoundfour

key

behaviors:

streaming,

scrolling,

searchingandshopping.

Unlikethe

rigid,sequential

approachof

thefunnel,

influencemappinguncoversoverlappingandinfluencing

touchpointssimultaneously.HOW

TO

RESPOND?SHIFTING

FROM

FUNNEL

TO

FLYWHEELBrand-only

content

istoostatic—virality

now

comesfromcreatorsand

user-drivenconversationsthat

spark

engagement

inrealtime.NEW

ERA

OF

INFLUENCEPATHWAYS22

23Shoppersunder

28aretwo

times

morelikelytocite

influencercontent

asreasonfor

conversion.CREATOR-LED

OVERTHAN

BRAND-LEDUnlockingthesocialcommerceenginerequirestailoredstrategies

by

audiencetype,

creator

content

strategiesandblendeddistribution

formats.SOCIAL

MEDIA

IS

EVOLVINGFROM

BRAND

DISCOVERY

TO

A

FULL

COMMERCE

ENGINEREWIRINGFASHIONTheconsumerjourneyis

no

longer

linearasconsumersare

experiencing

…MOREBRANDSTHANEVER

BEFOREMOREWAYSTO

DISCOVERTHOSEBRANDSMOREWAYSTOSHOP

THOSEBRANDSRecentadvancementsinAIarealsodriving

disruption

in

the

way

brands

interact

with

consumers.CONSUMERS

TODAY

ARE

EXPOSED

TO

MOREADVERTISING

THAN

ANY

GENERATION

BEFORE

…Branddiscoveryamongyoungconsumersisledbyonline

channels,with

digital

advertisingandsocialmediathemostinfluentialpathsto

finding

new

brands.Retailandin-storemomentsstillmatter,buttraditional

media

isthesmallest

contributor.ForGenZandGenAlpha,commerceisinherentlysocial,andbrandsmustleverage

socialmediaplatformsbeyondinspiration.Thewinningmodelisnotseparatingdiscoveryfromtransactionbutcollapsingthemintothesamemoment.Aconsumer

mightseeaproductinafriend’svideoorcreator’spost,tryitondigitallythroughanARfilter,validatethechoicebysharingorcheckingpeerreactions,andthen