"Pacsun is getting to know its target youth consumer better. The retailer published its inaugural "The Youth Report by Pacsun," a comprehensive study conducted in partnership with data and analytics firm, GlobalData. The report examines what matters most to Gen Z and Gen Alpha and interprets generational shifts in consumer behavior linked to mental health, identity and more. The California lifestyle brand says the report will serve as a free annual resource for brands, media, and industry executives to better connect with these generations."
"While styles change, it's still cool to be cool. Sixty-one percent of respondents said they like to "stay current and fashionable" and more than half said following trends help them fit in with their social group. Just 12 percent said they are not interested in fashion or personal style. Trends are top-of-mind, but the cohorts value personal style, with 44 percent saying they blend trends with their own style, and 22 percent saying they're unique style is not influenced much by others."
Pacsun partnered with GlobalData to survey over 6,000 Gen Z and Gen Alpha respondents (ages 11–24) across the U.S. Findings show social media shapes communication, spending, discovery, and career aspirations, with over one in five respondents aspiring to or pursuing creator/influencer careers and that share rising to 28 percent among Gen Alpha. TikTok is the primary source for fashion inspiration, and 47 percent would default to Instagram if TikTok were unavailable. A majority prioritize staying current and fashionable (61 percent); 44 percent blend trends with personal style, 22 percent report limited outside influence, and 12 percent are not interested in fashion.
Read at Sourcing Journal
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