Marketing to Generations X, Y, Z: the Fashion Niche

Marketers are advocates of the “know your audience” approach. And right they are. Purchasing habits of different demographic groups differ radically while creating a so-called portrait of your consumer, this helps to understand their needs and influence the decision to purchase. Marketing to different generations is especially applicable in the fashion niche. We previously explained why defining your target audience is a must in digital marketing. In this article, we’ll figure out the peculiarities of marketing to Generations X, Y, Z.

Generation X marketing characteristics

Generation X is the demographic group that follows the baby boomers and precedes the Millennials. They are not yet as mobile as Gen Y, but are really demanding when it comes to service quality.

Who are generation X (1965-1980)

• they are firm individualists with a strong desire to feel their uniqueness;
• would rather buy offline, though they are actively mastering online shopping;
• prefer applicable and down-to-earth ads to vibrant pictures and creative ideas;
• selective and thrifty. A detailed analysis including price & characteristics comparison and forum reviews is important before making a purchase.

Marketing to Generation X

A comprehensive UX. Do not forget that the oldest representatives of this generation are already 60, while the youngest ones are 41 y.o. Not all the Gen Xers fully understand website mechanics. Logically, they need clear instructions and a simple interface. To make friends with Gen Xers, be sure to provide detailed information on how to receive your product. Include delivery options, step-by-step payment instructions, and friendly navigation will help to gain and grow the trust of the Gen X representatives.

Take into account that Gen Xers are also active social network users, spending most of their time online mainly from 20.00 to 00.00. However, they use a desktop more.

Google, Amazon, Tesla founders are the richest people alive. All of them are Gen X representatives.

Calling nostalgia is appreciated. Gen Xers miss the good old times. This explains why brands often appeal to retro stylistics when marketing to generation X. Marketers go and relaunch their old campaigns and build creativity on the bricks of 80-90s memories. These could be the beloved characters, images, mottos & slogans from the past.

PUMA is a good example of how a fashion brand can unite Gen Xers with millennials under a marketing campaign. The company’s creative message is built on involving a millennials’ fashion icon with the 90s aesthetics.

Quality and structure. Your advertising creative for generation X marketing should be structured and convincing. It’s important to convey the idea that the customer receives the maximum benefit from the consumption of your product. Do not forget to talk about the high quality of the fashion items – this is one of the main criteria that will help your Gen Xers make their purchasing decisions.

Email and YouTube. We recommend choosing email as the main communication channel. Gen Xers are the ones that still check their inbox regularly and are more likely to place an order after they receive a personalised offer based on their previous purchases. Another platform for brands targeting generation X is YouTube. Gen Xers grew up with TV shows on in the background and still percept TV & video advertising. At the same time, they have massively migrated to YouTube. There Gen Xers can seek to find content that causes nostalgia and answers the how-to questions.

Generation Y marketing characteristics

Millennials, also known as Generation Y are in focus of almost every marketer at these times. They are a driving force behind promoting a brand’s name. But the paradox is that they are not likely to trust ads.

• 82% of millennials will immediately check their gadgets after they wake up;
• 40% start the day in social network feeds;
• more than 70% sleep with a smartphone under their pillows.  

Who are millennials (1981-1997)

• they receive information online, and are less familiar with traditional media;
• social networks are millennials’ main communication channels. They are active Facebook, Instagram, LinkedIn, Twitter and YouTube users;
• savvy in a digital environment, know how to find any product online;
• Influencers act as experts for Gen Y representatives. The latter spend a lot of time reading blogs & forums, watching reviews;
• have a great influence on the older generation and act as trendsetters in all the fashion segments;
• loyal to brands that provide quality products and services.

Generation Y Marketing

Content marketing. Millennials don’t not just expect personalised content – they take it for granted. Representatives of Generation Y tend to rely upon the opinion of influencers, meaning influencer marketing is a winning choice. They care about your brand’s position in SERPs. Before making purchases online, representatives of the generation Y read online reviews, check photos, visit company pages on social networks, compare prices, and search discounts.

Regardless of the communication channels you use, create entertaining content to grow the engagement rate, and be creative when it comes to activity. Run giveaways, contests, liketime, and go lifestreaming to your followers.

Omnichannel marketing. A brand needs to be ready for distribution via all the existing channels and has its website optimised for mobile devices. In other words, the user scenario should look as follows: a special offer received by email > Facebook Messenger used to receive quick help > click on the link performed for quick payment > the order picked up at the offline delivery point.

Reviews. Online reviews are the main source of trust among millennials. They appreciate the opportunity to be heard, and they will never miss a chance to hear from others. Make sure they have a room for that type of feedback. Two-thirds of millennials make purchasing decisions based on online reviews. The feedback and experience of casual users affect them more than any brand marketing activity.

62% of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer. They expect brands to not only be on social networks but to engage them.

Personalised offers. Focus on email marketing campaigns that include special offers, provide your millennial customers with exclusive access to certain product categories, and in line buying options in your offline stores. Various incentives are especially important to build loyalty with the Generation Y representatives. Collaborate with stylists who will help create the perfect look or look books. Do not forget that millennials are interested in fashion and shopping more than other age groups.

The interaction of millennials with retail brands increases dramatically after the introduction of profitable loyalty programs. According to PunchTab, 74% of young women and 52% of millennial men participate in various brand loyalty programs.

Generation Z marketing characteristics

Zoomers are members of Generation Z, the generation of people born in the late 1990s and early 2000s. Gen Zers follow the millennials. These are digital children who can’t imagine their lives without 5G, eco-activists, and overall sustainability seekers.

Who are zoomers (1998-2010):

• they are rare traditional media consumers. Gen Zers use smartphones and desktops since they were in nappies;
• their main communication channel is logically social networks. Zoomers are active Instagram, YouTube and TikTok users;
• prefer to learn about products through videos on social networks and influencer marketing;
• sophisticated enough to expect that additional services from the brand with every purchase.

Marketing to Generation Z

Gen Zers make purchases in three cases:

• following their friends’ recommendations;
• if they often see a certain ad;
• if the product is tailored to their needs.

Visual content is more important than a text, they are used to receiving information quickly, they seem to have their filters embedded by default. When creating and promoting content to zoomers, remember that they usually consume information through short videos, tags, and memes. A brand is no longer about the product and its quality, but the opportunities it provides: being fashionable, vibrant, unusual.

41% of zoomers are in TikTok. Although this platform was initially a place for entertainment, it’s marketing potential is now extensively used by fashion brands like Guess, Burberry & Prada. The former boasts a successful example of the Hashtag Challenge, one of the existing ad formats in TikTok.

#inMyDenim challenge Guess launched in their TikTok account engaged customers to post videos with the branded hashtag to share how they feel wearing Guess jeans wear.

Challenges are quite famous in the majority of social networks. They are one of the successful Generation Z marketing examples.