Today, consumers currently have a bifurcated experience in discovering vs. shopping fashion online. In general, either platforms are optimized for discovery/inspiration or for shopping. But Gen Z is demanding more: they want authentic content alongside niche communities and easy, more sustainable shopping experiences.

The future of fashion shopping online is where content, community, and (re)commerce collide. Younger consumers are looking for a safe, “third space” online to express their authentic style and to shop cute clothes from trusted peers.