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LATEST THINKING


OVERVIEW


Coming of age in an era of instant gratification, the majority of Gen Z fashion shoppers (52 percent) use social media for style inspiration. They expect the looks they see on catwalks and red carpets to be available almost immediately.

Conversely, they do not expect the looks they purchase to last. One in four young shoppers wears an item for less than six months before getting rid of it, while more than half wear it only up to a year.

Shoppers want disposable, on-trend fashion that appears on their doorstep—or at their local retailer—at lightning speed.

VIEW THE EXECUTIVE SUMMARY [PDF]

VIEW THE FULL REPORT [PDF]
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KEY FINDINGS

  • Fashion for the masses can no longer be planned six to 12 months out. Trends must be identified, designs agreed upon, production implemented and lines readied for sale in a fraction of that time.

  • As the industry moves more and more to fast-moving, short-production-run styles—responding to shoppers’ in-the-moment inclinations—fashion executives will need to look for ways to increase margins and decrease surplus stock.

  • Test and scale is growing in popularity for a reason.
    Almost half of the senior managers we surveyed in the UK use a "test and scale" model. Test-and-scale requires a streamlined organizational structure, but flexible sourcing strategies also help up the odds of successful fulfillment and scaling.

RECOMMENDATIONS

What can retailers do to tailor their operations for the young digital market?

Engage the customer.

Engage the customer. You cannot engage a customer you don’t know inside and out. While using sales data and predictive analytics helps to pinpoint customer trends, adding product data to the mix turbocharges it.

Keep sustainability front and center.

Keep sustainability front and center. Gen Z focuses on the environment and resource availability. Young shoppers will expect companies to provide transparency on labor practices, sourcing and materials to offset the “throw-away” mentality.

Executive Summary

ABOUT OUR STUDY

  • More than 20 in depth interviews with CEOs or senior executives of leading global fashion retailers

  • A survey of executives from global apparel, footwear and accessories retailers and brands for quantitative insights

  • A consumer survey of 2,000 UK shoppers to understand their fast fashion demands

  • Extensive research by Kurt Salmon, part of Accenture Strategy, across a number of markets

AUTHORS

Dorothea Ern-Stockum

Dorothea Ern-Stockum

Managing Director, Kurt Salmon, part of Accenture Strategy



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Helen Mountney

Helen
Mountney

Managing Director, Kurt Salmon, part of Accenture Strategy



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Dan Murphy

Dan Murphy


Managing Director, Kurt Salmon, part of Accenture Strategy



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