Fashion Trend: Catch Up With The Trend And Love To Taste Fresh Food Are The Characteristics Of Generation Z

"You are fortunate to meet such times, but the times are more fortunate to meet you like this." Recently, Bili Bili is dedicated to the new generation of youth manifesto film Houlang Broadcast on CCTV 1 and log in News broadcast The prime time of the year. In the video, he Bing, a national first-class actor, makes a speech on the stage, expressing his strong and powerful voice to the younger generation. "Houlang" refers to the "Z generation" born in 1995-2009. According to the National Bureau of statistics, about 260 million people in China belong to this group. This group of young people with attitude is becoming the main force of fashion consumption.

　 01techchic and tide chaser

The characteristics of generation Z are to catch up with the trend and love to taste fresh food; "to love briefly" is the fashion rule of generation Z. They are more likely to be attracted by interesting new products and brands and become "the first wave of crabs eating people". And they are willing to share and have the courage to "create the wind", thus driving other generations of consumers to follow suit. Generation Z, which has grown up rapidly in the consumerism carnival, is taking tech chic as a specific cultural brand produced in the change of emotional structure. A large number of avant-garde culture, secondary culture, technology, fashion, games, art and so on have a subtle impact on them. In different trend systems, the sales growth rates of European tide, American tide and national tide were 549%, 238% and 204%, respectively. In the style elements, they mainly focus on pop, Zen style, hippie, ancient works and "AMI Kaji" style.

　　 inspiration

Li Ning、1 objects、Pigalle、adidas×Jacquard

02 personification and personification

The sense of belonging brought by community culture has a strong attraction for generation Z. They divide the circles according to their interests. There are more than 7000 vertical interest circles. There are overlaps and thresholds between different circles. Bili Bili confirms the circle's identity by setting up a question answering examination system. Only by passing the examination can the barrage be allowed to fire. Generation Z also has its own language system to keep the circle pure. For example, awsl will become the annual barrage of BiliBili in 2019, with a total of 3.3 million times, representing "being hit hard by something". For generation Z, consumption has risen from material attributes to personalized attributes. The emotional value of personalized labels of products or brands will become the mainstream fashion attitude of generation Z consumers.

　 inspiration

Nimboo、Metal Magazine、Côme Clérin、Calma Miami

03 Hanfu tongpao

The sales volume of generation Z antique clothing has increased by more than 300% for two consecutive years. With the in-depth understanding of ancient culture, consumers began to pay attention to the system of Hanfu. Style, material and Dynasty are the most concerned elements. According to tmall data, cotton and hemp are the most popular materials, accounting for 14%, followed by jacquard / brocade, and silk / muslin, accounting for 12%. At the same time, consumers are more inclined to the integration of traditional elements and modern styles. Many brands have begun to make category innovation, such as taipingniao × Huamulan series, Goblin's pocket × Hanfu Guofeng series, clothing Tiancheng × Dunhuang improved Hanfu series. The fastest growing patterns of Hanfu are elk, flower and bird, Ginkgo biloba.

　　 inspiration

NST Studio、Ctrlzak、Li Ning

04 cloud life and explorers

Generation Z presents two extreme life attitudes. Lazy house culture has given birth to a new "cloud life". In addition to playing games online, watching animation and brushing bullet screen, they also invented cloud fitness, cloud dance and cloud cooking. Tmall youth laboratory, together with vivo, organized a "dance fight" in the cloud with 10 Laurie and royal sisters from the secondary circle. A total of 1.1 million fluorescent sticks were received in the relay, and more than 2.8 million videos of fancy house dance were played, which can be seen from the popularity. Game anchors and food anchors from the betta also fought against the kitchen, opening a cloud cooking "battle", which attracted 9.5 million netizens to watch online, with a maximum number of 490000 people online at the same time. On the other hand, according to the National Day holiday travel data report, there are 618 million domestic tourists in China, of which the post-90s and post-2000s account for more than 60%, becoming the main force of travel. These young explorers are the main fans of all kinds of outdoor equipment.

　　 inspiration

Arielle Bobb Willis、Ellesse、Taylor Heery、Global Change Award Tracing Threads

05 fashion consumption 3.0

A McKinsey research report points out that China's consumer confidence has reached a new high in the past decade, and consumers are full of confidence in the economic prospects and their own consumption power. Relevant surveys show that the number of Chinese tourists shopping abroad has been declining year after year, but the number of Chinese tourists going abroad and holiday spending are still rising. With the return of overseas consumption, generation Z tends to have a more convenient shopping experience in China. At the same time, they also need to seek more innovation to stimulate their own consumption. Therefore, many brands attract latecomers through technology empowerment, such as robots, AI recognition system, VR experience, interactive art exhibition of large devices, etc. UNIQLO Park, the first fully upgraded store in Yokohama Bay this year, covers an area of 4000 square meters. It is designed by Japanese new generation architect Shigeru Fujimoto. With the design concept of "building community park for the elderly and children", UNIQLO park has formed a building complex with retail and recreational facilities.

　　 inspiration

Numero Magazine、Metal Magazine、Gorewear、Uniqlo Park