29/05/14Generation ZThe new experience strategy—
1960—1981
1976—1996
1995—2010
THE OLD RULES OF BRANDING NO LONGER APPLY
”BY 2020, TODAY’S 14–19 YEAR OLDS (GEN Z) WILL BE THE LARGEST GROUP OF CONSUMERS WORLDWIDE, MAKING UP 40% OF THE US, EUROPE AND THE BRIC COUNTRIES, AND 10% IN THE REST OF THE WORLD.”
PROFILING GEN Z
GLOBAL EVENTS THAT HAVE SHAPED THEIR FEARS AND ASPIRATIONS
2004: The emergence of Web 2.0 (from pure consumption to active participation) / Launch of Facebook
2005: Launch of YouTube
2006: Launch of Twitter
2007: Apple debuts iPhone
Google launches Street View
2007: Global economic downturn
2001: 9/11 terrorist attacks in NYC
2008: Barack Obama is sworn in as the first black US president
2004 2005 2006 2007 20081995 2001 today
HOW GEN Z SHOPS
ASPIRATIONAL BROWSING
ASPIRATIONAL BROWSE
It’s about the hunt.Creating a scrapbook.Broadcasting their potential purchases.
x&y
z
see buy
see buy
RETAIL RELEVANTINSIGHTS—BORN SEAMLESS—SAVVY CYNICS—STAFF RESPECT—GOOD ENOUGH /AGILE—MULTIPLE PLATFORMS—CONSTANT INNOVATION
STORE DESIGNRELEVANT INSIGHTS
—ORIENTATE BY CONTRAST & COLOUR—DON’T LOOK UP—SIGNAGE IS INVISIBLE—MUSIC = OPEN FOR BUSINESS—TOUCH & ACCESS THE PRODUCT—HIDDEN PRICE TAGS
FITCH’S FIVE POINT PATH TO PURCHASE
FITCH’S FIVE POINT PATH TO PURCHASE
FINDINGOUT BROWSING DECISION
MAKING BUYING SHOW& TELL
visibility access reassurance price fulfillment
aspirational browsing
DESIGNING RETAIL FOR THE CONSTANT STATE OF PARTIAL ATTENTION
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