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?
To celebrate Pride 2018, @themarcjacobs released the #GratefulNotHateful campaign, a social media initiative aimed at extending Pride beyond the parade. Inspired by Jacobs’ everyday outlook, the campaign features Jacobs along with a group of models and social media stars who are members and supporters of the LGBT community, all seen wearing @marcbeauty’s Highliner Gel Eye Crayons in colors of the rainbow. Head to our Instagram stories to see close-ups of the liner. #wwdbeauty
Virgil Abloh’s dad Nee and Don Crawley, cofounder of RSVP Gallery, were some of the hometown crew at the Chicago-born designer’s debut show for Louis Vuitton. (📸: @jdiderich ) #wwdmens #louisvuitton #virgilabloh
About last night: @marycharteris and @adwoaaboah hit up Hyde Park for the Serpentine Galleries’ annual summer party held in partnership with @chanelofficial. Head to WWD.com to see more photos. #wwdfashion
“This is Paris, my first show. I’m all about democracy. If some kid shows up, flew from New Jersey to just be around, let’s get him a seat.” — @virgilabloh tells WWD’s @jdiderich ahead of his first show for @louisvuitton men’s. (📸: @alfredo_piola ) #wwdmens #virgilabloh #louisvuitton
“Kate Spade was a true fashion icon who brought joy to the lives of women around the world, and inspired women to live life to the fullest. We are dedicated to carrying on her legacy,” said Anna Bakst, brand president and chief executive officer of @katespadeny. The Kate Spade Foundation announced that it will be donating $1 million to suicide prevention and mental health awareness in tribute to the recent death of Kate Spade. Read more on WWD.com. #wwdnews (📷: @chinseephoto)
A first look at @virgilabloh’s sneakers for @louisvuitton. Abloh spoke to WWD about his debut collection for Louis Vuitton, creating @kendalljenner’s #metgala outfit and redefining the heritage brand. Read the full story on WWD.com. #wwdfashion 📷: @alfredo_piola)
The world’s largest producer of denim @iskodenim is sharing the strategy behind its product development process. Read our full interview with ISKO’s product development manager Baris Ozden on the company’s extensive research practices, upcoming denim trends and the latest material innovations on WWD.com. #iskodenim