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?
Breaking: @cushnieetochs’ co-founders @carlycushnie and @ochsmichelle are parting ways. After a 10-year run, Ochs is leaving the brand. Get the full story on WWD.com – link in bio. #wwdnews #wwdfashion
@maybelline’s Kanako Takase had snow bunnies in mind when creating the beauty look for @philipppleininternational. Playing off of the bedazzled snowboards in the collection, Takase mixed two highlighters together for a luminous sheen. #wwdbeauty #nyfw (📷: @jilliansollazzo)
“There’s a huge gap between the old way of doing things and today. It takes the youth to help evolve that. You have to count on the kids today to help lead you into the future. A lot of these retailers are stuck in the past. Communication is the biggest thing,” said @ronniefieg of @kith on the youth’s role in retail. On Monday night, Jeff Staple moderated a keynote session with Fieg and @syresmith at Assembly - a series of workshops, talks and keynotes addressing topics or issues in the apparel industry. Head to WWD.com to read more advice from Fieg and what Smith thinks of his dad @willsmith’s Instagram account and sustainability (📷: @weston.wells)
@joansmalls closed the @michaelkors fall 2018 show in black sequined pants and a varsity T printed with 19 on the front and 81 on the back. 1981 – the year Kors went into business. #wwdfashion #nfyw (📷: @giovanni_giannoni_photo)
“You think your life is going to be a certain way, and nothing you thought would happen ends up happening. Never in my wildest dreams did I think I’d be designing clothes and working with Mickey Drexler, and building something I’m deeply proud of,” said Jenna Lyons. Nine months after leaving @jcrew, Lyons is exploring the meaning of happiness. Read the interview, where Lyons talks about reinvention and more on WWD.com – link in bio. #wwdfashion (📷: Farrell) #jennalyons #jcrew