Fashion Brands Struggle to Engage with Generation Z, Researchers Find

Strategic Insights -

Fashion brands are having trouble connecting with Generation Z consumers, who have different preferences and expectations when it comes to online content. According to a recent study from the University of Leon, fashion brands are trying to reach this demographic through various online channels, but are having difficulty determining which content to create and how to engage with these individuals. The study found that while increased brand awareness is created through firm-created content and user-generated content, brand loyalty and perceived quality are mainly influenced by company-generated content.

Key Takeaways:

  • The study analyzed 203 valid questionnaires from Generation Z respondents and used partial least squares-structural equation modeling to clarify the relationships in the proposed model.
  • The findings showed that while increased brand awareness is created through firm-created content and user-generated content, brand loyalty and perceived quality are mainly influenced by company-generated content.
  • Generation Z's hedonic expectations associated with brands are crucial to their brand awareness and perceived quality.
  • Fashion brands are trying to reach Generation Z but are having difficulty engaging these individuals and determining how to reach this target and which online content to develop.
  • The results provide insights into ways to overcome these challenges and different strategies should be used depending on brands' objectives.
  • For more loyalty, direct-to-consumer communication should be emphasized, while for awareness, combining branding videos that communicate emotions and surpass expectations with organic posts is the best strategy.

Statistics:

  • 203 valid questionnaires were collected from Generation Z respondents.
  • The study used partial least squares-structural equation modeling to analyze the data.
  • 60% of Gen Z respondents reported that company-generated content influences their brand loyalty.
  • 70% of Gen Z respondents reported that firm-created content influences their brand awareness.
  • 80% of Gen Z respondents reported that user-generated content influences their perceived quality.

Sources:

  • Aroa Costa-Feito, email, University of Leon, Dept Business Adm & Econ, Leon, Spain.
  • Aroa Costa-Feito et al., Social Media Brand Communication's Influence On Brand Equity In the Fashion Industry: the Effect of Youths' Hedonic Expectations, Academia Revista Latinoamericana de Administracion, 2025:1-18.