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/

1. 29/05/14
Generation
Z
The new experience strategy
—

2. 1960—1981
1976—1996
1995—2010

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. PROFILING GEN Z

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. HOW GEN Z
SHOPS

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. RETAIL
RELEVANT
INSIGHTS
—BORN SEAMLESS
—SAVVY CYNICS
—STAFF RESPECT
—GOOD ENOUGH /AGILE
—MULTIPLE PLATFORMS
—CONSTANT INNOVATION

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. FITCH’S FIVE POINT PATH
TO PURCHASE

11. FITCH’S FIVE POINT PATH
TO PURCHASE
FINDING
OUT BROWSING
DECISION
MAKING BUYING
SHOW
& TELL
visibility access reassurance price fulfillment
aspirational browsing

12. DESIGNING RETAIL FOR
THE CONSTANT STATE OF
PARTIAL ATTENTION