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A new report by Launchmetrics examines how fashion brands are adjusting their marketing strategies to target Gen-Z, a generation with significant buying power. The study focuses on the effectiveness of social media and influencer marketing in reaching this demographic.
Key takeaways reveal that luxury brands are winning over Gen-Z with viral trends and influencer partnerships. Miu Miu's micro-mini skirt and strategic influencer choices serve as a successful example. Premium brands are finding traction by collaborating with both celebrities and influencers. Skims, Kim Kardashian's shapewear line, exemplifies this approach through its focus on inclusivity and diverse partnerships. Even in the sportswear and mass-market segments, brands that align with Gen-Z's values, like sustainability, are seeing strong results. Shein, a favorite among Gen-Z, demonstrates this with its impressive growth driven by influencer marketing, particularly collaborations with up-and-coming celebrities. Celebrity endorsements are gaining value, and brands that resonate with Gen-Z's social and environmental consciousness are experiencing greater success.
Read More: The Luxury Brands Using Memes to Win Over Gen Z, Gen Z Spends Big, Values Bigger, Are You an Affiliate, Influencer, or Both?
Source: BOF
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