Though often lumped into one category, Generation Z and Millennials continue to differentiate themselves from one another.Nielsen has released new research regarding specific behavioral nuances of the younger demographic, highlighting its tendency to be more drawn to social and celebrity endorsements, as opposed to a brand’s name or heritage.Having matured during the rise of the wellness movement, Nielsen pointed that Generation Z individuals are more likely to be active themselves. “This generation is also more likely to play basketball and soccer, but running, swimming and biking are this group’s most popular sports activities,” a Nielsen spokesman said. Running and swimming were the top sports Generation Z-ers tended to try — both sports secured 46 percent participation.Surprisingly, soccer did not register higher participation. Only 16 percent of Gen Z-ers joined a soccer team; 11 percent of Millennials did the same. Generation Z might not be kicking the soccer ball themselves — the demographic is 48 percent more likely than the general population to be interested in Major League Soccer.For both demographics, it’s also crucial to consider the social communities devised around wellness and professional sport players’ social accounts that invoke engagement. According to the research, 29 percent of Generation Z said a celebrity endorsement might influence their choice to purchase an item — 27 percent of Millennials shared that sentiment, compared to 21 percent of the general population.To align with the demographic, sportswear and athleticwear brands should consider a wider range of celebrity endorsements to correlate with the most popular sports in order to secure higher loyalty rates — and revenue.What’s more, Nielsen’s latest research found that unlike Millennials, who value nostalgia and niche communities catered to specific brands, Generation Z individuals are more likely to be drawn to brands that partner with celebrities and social influencers. “Gen Z is 59 percent more likely than the general population to connect with brands through social networking sites,” the spokesman said.More from WWD:The Social Media Channels That Deliver the Highest E-Commerce ConversionsHoliday Shopping Driven Less By Marketing, More By TraditionNew Year, New Retail?
Exclusive: @dsquared2 signs fragrance licensing agreement with Euroitalia, with the first effort of the new partnership being unveiled in September. The brand will launch two scents – one for men and one for women – in Italy. Read our interview with designer Dean and Dan Caten on WWD.com. #wwdbeauty #wwdnews (📷: @zefashioninsider)
@louisvuitton has officially renewed Nicolas Ghesquière’s contract as artistic director of women's collections. "I am very pleased to open the next chapter of the story I started with Louis Vuitton almost 5 years ago," said Ghesquière, who first signed on to design the French luxury brand's women's line in 2013. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @giovanni_giannoni_photo)
“I learned then and there that I had to figure out a way in life to maintain and preserve my sense of pride when I felt good about what I did or what I represented or created,” said @saintrecords on how being bullied for wearing capri pants inspired her to be the artist she is today. Knowles was at the 70th Parsons Benefit last night where she outbid the room for a Dapper Dan customized @gucci experience. #wwdeye (📷: @lexieblacklock)
“There’s this amazing braintrust of people who know the whole universe so well. So we talked to them and they gave us more input,” said actor Alden Ehrenreich on playing the young Han Solo in “Solo: A Star Wars Story.” The cast was at NYC’s SVA Theatre last night for an advanced screening of the film, which hits theaters this week. #wwdeye #starwars #hansolo (📷: @aurorarosedecrosta)
@asaprocky spent nearly two hours in a Plexiglas box Sunday night at @sothebys putting himself through a series of “tests” to demonstrate the process of completing his new album called “Testing.” Get all the details and see all the pictures on WWD.com. #wwdeye
“I’ve struggled my whole life to find a bathing suit that fits me that doesn’t look like a maternity bra. I’m proud of the line because it’s an accurate representation of me rather than me putting on someone else’s clothes,” says @atlantabean of her swimwear collaboration with @piaarrobio, LPA X ATL. The two decided on a swimwear collab and increased the industry standard size for the pieces. Read more about the line — and our interview with de Cadenet Taylor and Arrobio — on WWD.com #wwdfashion (📷: Dan Doperalski)
Exclusive: Cate Blanchett has been named the first global beauty ambassador for @armanibeauty. Blanchett has been the face of the brand’s Sì fragrance franchise since 2013, and is now representing all of the label’s beauty categories including makeup and skin care. #wwdbeauty (📷: @zefashioninsider)