Do Gen Z think the fashion and retail industry is inclusive enough?

Fashion is a way for Gen Z to express themselves. Whether that involves curating their own personal style or simply hopping on the latest TikTok trends, this generation pulls inspiration from everywhere and uses fashion and retail to evoke joy. And while this provides young people with the opportunity to experiment with their identities and self-expression, it’s not always as simple as it may seem…

There are diversity and representation barriers that stand in the way of young people’s creativity – brands that aren’t catering for certain sizes, international fashion chains that aren’t representing all genders or races, as well as an overwhelming lack of disability representation. As a youth brand, you should be wanting to inspire and connect with young people, both to empower them as a generation and to earn their respect and loyalty as spenders.

Our research into inclusivity in the fashion and retail industry asks where young people are getting their style inspiration from, sheds light on their shopping habits and discusses how (and why) your brand can be more diverse and inclusive. Here are some key takeaways…

10 insights on inclusivity, fashion and Gen Z

👕 54% of Gen Z have felt they have had to dress for their gender

❤️ Gen Z’s top three fashion icons are: KSI, Molly Mae and Kylie Jenner

👕 Non-binary people are most likely to feel pressured into dressing in a way that traditionally connotes to their biological sex

❤️ 45% of Gen Z get their fashion inspiration from Instagram, 44% from TikTok and 23% from friends/family

👕 Gen Z’s top five favorite fashion brands are: Primark, ASOS, H&M, Shein and JD Sports

❤️ One of the most popular Gen Z fashion trends right now is streetwear, worn by 36% of young people.

👕 53% of Gen Z think young people/children should be able to choose what school uniform they wear

❤️ 46% of Gen Z prefer to shop in high street charity shops

👕 Pronoun tags for retail staff are a popular request among Gen Z shoppers – a small change that has the potential to make hundreds of colleagues/customers feel more comfortable, seen and safe.

❤️ 26% of Gen Z think fashion brands should avoid using gendered language to sell products