Danielle Vermeer

Fashion is the favo

rite entertainment category for US Gen-Zers to spend money on, outranking other categories like dining, video games and consoles, and music.

Gen-Z has inverted the design process — aesthetics like Barbiecore, Cottagecore, Dark Academia and Coastal Grandma originated bottoms-up from social media and resale platform content instead of top-down from fashion brands and retailers. As a result, many Gen-Zers tend to adapt pieces representative of trends into their own personal styles, as opp

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.

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.

"Monochronic cultures [one thing at a time] may be more ‘efficient’ in their use of time, but in their treatment of time as a commodity, they lose the richness that comes with allowing tasks, conversations, and interactions to move forward at a more natural and sustainable pace."

"[And] because rapid-growth capitalism favors a monochronic understand