Hot Topic in Teen Apparel: Generation Z, the Next Agitators
The hostility between the baby boomer and the millennial has long been established. If you peruse the internet long enough, odds are you’ll stumble upon an article criticizing millennials (also known as Generation Y and which currently consists of 18 to 34 year olds) for their flagrant entitlement and ungratefulness. This trend of animosity towards the new could be applied to any generation- a recurring societal norm if looked at on a larger scale. But what could bond these two opposing parties is a mutual skepticism towards the fast-paced and unapologetic Generation Z.
This demographic, largely accepted as those born between 1995 and 2012, is relatively young; yet it has already established itself predominantly in the fashion industry. Called “the next big retail disrupter” by Marcie Merriman for Women’s Wear Daily, Generation Z has already caused powerful changes in the business strategies of long-established corporations, while at the same time giving rise to a new type of market.
So what does a member of Gen Z look like?
The one word that could encompass them all is, ironically, diverse. No generation before has been more ethnically varied, making many of its members strive for what Lucie Greene, worldwide director of J. Walter Thompson Intelligence Innovation Group, calls “hyper-individualism.” The people of Generation Z uphold values of self-empowerment, self-esteem, and authenticity as important attributes to one’s character.
A still from from the movie Dope, which debuted at the 2015 Sundance Film Festival. “‘Dope’ is a little bit about technology, a little bit about race, a little bit about being a geek and a little bit about college admissions. But mostly, it’s about perception.” Source
This idea of hyper-individualism makes big businesses worry. Profits are down for long-established retailers like American Eagle and Abercrombie & Fitch, forcing their teams to seek more innovative business strategies to reach a generation that thrives off of the unconventional. Forbes writer Walter Loeb explains the problems A&F faces. “Teens are choosing to prioritized electronic gear when spending their money. While they still like to shop for fashion, they are showing a preference for new specialized concepts that create fashion excitement by changing assortments quickly.”
Not only that, but young people are more inclined to create small businesses of their own, observing seemingly overnight successes like Mark Zuckerberg and Tavi Gevinson, founder and editor-in-chief of Rookie magazine.
Rob Callender, director of youth insights at the Futures Company says, “Young people feel much more emboldened to express their own sense of style rather than mimicking a peer-accepted uniform or dress code compared to previous generations. In short, there’s a strong ‘you do you’ ethos among teens today.”
This is very true- but it is important to note that at the same time, the idea that clothes are a symbol of status remains commonplace in 2015. The surge of style blogs, Youtube lifestyle channels, and Instagram hashtags dedicated to fashion reinforce this idea in a contemporary way.
Nowadays, it takes more to be a style icon than just calculated posing and envy-inducing clear skin. To keep the attention of their followers, Gen Z stars must also be mavericks of creative innovation and social change.
Here’s a list of Centennials that are disrupting convention:
Stenberg, known for her role as Rue in The Hunger Games, has been a powerful voice in the discussion of cultural appropriation. She grabbed the attention of thousands with her Youtube video titled, “Don’t Cash Crop On My Corn Rows.” Source
Yousafzai is powerful advocate for female education. After surviving multiple gunshot wounds, she continued to attend school and spoke out against her oppressors. She is the youngest-ever Nobel Prize laureate. Source
Gilbert began on Youtube in his tweens, and has garnered nearly 400,000 subscribers as a film director. Over the past couple of years Gilbert has written and directed seven short films, acquiring support from acclaimed director, Ron Howard. Such films include Blue Sushi, Rocks That Bleed, and Tick Where It Hurts. Source
Gevinson is a writer, magazine editor, actress, and singer. She is best known for founding and editing Rookie magazine. Gevinson also starred alongside Michael Cera and Kieran Culkin in Kenneth Lonergan’s play “This Is Our Youth” last year. Source
Sivan has worked as an actor, singer, songwriter, and Youtuber. As of November 9th, 2015, the Australian 20-year-old has 3.6 million subscribers, and has released two major-label EPs: TRXYE and Wild. His debut studio album, Blue Neighborhood, is set to release December 4th, having already caught the attention of other artists and critics alike. Source
