Conclusion

Final Recommendation

This research provides perspective into Generation Z's shopping habits and can assist fashion marketers in retargeting existing campaigns to this audience. 

For: Sustainable Fashion Marketers 

When creating content or deliverables, lean into highlighting the quality of all the products. Generation Z consumers claimed they would choose quality or brand familiarity over other features when debating between brands. If the brand is well known and has a good reputation, this can also be featured prominently.

Influencers are a great resource for fashion companies to utilize to gain Gen Z's attention. Social media influencers (SMIs) are trusted sources for their audience. A large percentage of Generation Z will consider SMIs recommendations and read reviews during the consideration stage and up to making a buying decision. 28.6% of participants claimed they are likely to buy a product from an influencer they already follow. 

Resources for Consumers

Future Research

Advice for Replicating This Study

For individuals looking to replicate this research, distribute the survey to a larger variety of individuals from every background within the generation. This will allow you to more confidently make claims on behalf of Gen Z and not simply a small sector of them from New England. 

Remove clarifying questions that are not related to the research questions. While in business it is important to never assume any information, it is acceptable to infer/assume that digital natives, the 18-25-year-olds in suburban America have seen a sponsored advertisement on social media (if they have social media).