Gen Z news and archive

H&M 2026 study: fashion between self-expression and social pressure

Young adults in Germany experience fashion as a balancing act between individuality and public judgment. This is according to a representative study by H&M, conducted by the opinion research institute Civey in early 2026 among 1,000 German citizens aged 18 to 35. The results paint an ambivalent picture of modern fashion consumption. While 91...

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People|Interview

Karlijn Hendriks, head of HR at Hunkemöller: “A little friction can be a good thing”

How important are people to Hunkemöller? “A designer will say ‘no product, no sales’; a property specialist ‘no stores, no shop window’; and marketing ‘no customers, no turnover’. Without the right people in the office and in the stores, however, absolutely nothing happens,” says Karlijn Hendriks, CHRO of Hunkemöller. “I firmly believe that...

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Fashion

Gen Z driving the second-hand luxury watch market

Swiss watches are in high demand these days, but sales of second-hand timepieces are also booming, driven by Generation Z buyers who want luxury goods but are also sustainability-minded. The global second-hand watch market is estimated at nearly 20 billion Swiss francs (21.7 billion dollars) and could reach 35 billion francs by 2030, according...

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Video

Video: Guess Gen Z Lab

GUESS Europe, Lifestyle-Tech Competence Center (LTCC), and Microsoft announced the launch of the GUESS Z Lab, an innovative concept designed to collaborate and co-create with Generation Z. The first workshop took place on 20 May 2021 at the GUESS Europe headquarters in Bioggio and was attended by the students from USI's Master in Digital Fashion...

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Retail

Yoox launches space dedicated to Gen Z shoppers

Italian discount fashion retailer Yoox is further tapping into the Gen Z demographic with the launch of a dedicated section to the age group on its website, called Hi_GuyZ!. Advertised as a place where “you can be yourself here, free your mind, find values similar to your own and be inspired by something new and different”, the space taps into...

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Retail

Gen Z consumer inspired by sustainability and self-expression

Gen Z’s shopping behaviours are “strongly influenced” by brands commitments to social and environmental sustainability, according to a new report from marketplace Depop and consultancy firm Bain and Company. Based on a survey of 2,000 Gen Z Depop buyers and sellers in the UK, US and Australia, the ‘Futureproof: How Gen Z’s empathy, awareness and...

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Business

Guess and Microsoft collaborate to launch Guess Z Lab

Guess Europe, the Lifestyle-Tech Competence Center (LTCC) and Microsoft have launched the Guess Z Lab, an innovative concept conceived to collaborate and co-create with Gen Z. The first workshop took place at Guess Europe’s headquarters in Bioggio, Switzerland and included 32 students from Ticino universities USI and SUPSI. A second workshop...

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Retail

How Gen Z consumers shop

The Coronavirus has changed the way consumers shop. Given the various lockdowns throughout the last year, the fashion retail landscape has shifted to consumers purchasing more products online. Generation Z, those born between 1995-2010, have a significant buying impact and, according to new reports, have a spending power of 140 billion dollars...

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Retail

Gen Z driving second-hand fashion sales, according to eBay

Online marketplace eBay has released its first ‘Recommerce Report’ including data from the UK, US, Canada, Germany and France, which reveals that Gen Z consumers are driving the global rise in secondhand selling. The report reveals that almost seven in 10 (67 percent) of eBay UK sellers said that they started selling pre-owned goods in the last...

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Business

Hollister links with TikTok stars for World Teen Mental Wellness Day

Teen retailer, Hollister Co., has partnered with TikTok stars and the mental wellness podcast Teenager Therapy to surprise select US high schoolers with virtual pop-up mental wellness discussions. Additionally, Hollister will donate one million dollars across 20 organizations in the US to support teenagers in local communities battling...

Retail

Gen Z brand Adika lands in the UK

Tel Aviv-based Gen Z fashion brand Adika has entered the UK market. The womenswear label, which sells footwear, bags, and accessories, started its story in 2011 exclusively as an e-commerce site selling fast-fashion streetwear. Since then, the “TikTok first” brand, which has amassed a large following on the Gen Z social video platform, has...

Retail

TMall begins courting luxury gen-z consumers

Tmall, a Chinese online destination for high-end and designer brands, announced new features to bolster luxury brands’ connections with China’s gen-z consumers, a digital-first fashion-forward customer base that is fast becoming a driver of global luxury consumption. Tmall Luxury launched three new features to educate, entertain and engage the...