innovation in Activewear propelling its steady growth

RETAIL RIGHT / INTERNATIONAL
Another example is Facebook.
As per a study, its popularity
is declining among younger
generations with only 36 per
cent of Generation Z using
Facebook at least once a week,
compared to 87 per cent of
millennials, 90 per cent of
Generation X and 96 per cent
of baby boomers.
Gen Z (aged 18-
24) wants 24/7
customer service
This is one of the generations
that doesn’t keep in touch
with family via social media
but use social media to kick
off their status and buying
64%
of Gen Z consumers
expect a more
personalised
experience on social
media based on
previous interactions
61%
of Gen Z consumers
want companies to
know them better
based on their social
media activity
52%
of Gen Z consumers
expect companies
to read and analyse
their social media
posts
35%
of GenZ reach out to
companies on social
media to express
love for a product or
service
needs. With 43 per cent
having already purchased
natively from a social media
platform, Gen Z consumers
have increased their use of
social media in the last year,
and 45 per cent expect it to
continue to increase over the
next three years. This is and
will continue to be a huge
trend driver across the social
media landscape.
This is a generation that is
all about instant gratification
- what they want, when
they want but they don’t
jump through hoops to get
it. That’s why social selling
is so effective with this
demographic. Generation Z
is the most technologically
savvy and diverse generation
yet. They rely heavily on
social media for reviews and
recommendations and are less
likely to sign up for loyalty
programmes despite looking
for ways to save money.
Instead, they prefer engaging
with brands that use social
selling techniques. Platforms
like Snapchat, Instagram
and Tik Tok are the most
important medium now for
them for buying or selling
any product. With the
generation’s least patience, it’s
very important to grab their
attention span in the 5-second
window.
“If they see something their
friends are using or talking
about, they are much more
likely to take the leap and
buy it themselves. So, if
you’re looking to market
to Generation Z, focus on
your social media presence
and make sure you are using
social selling techniques.
You’ll be able to reach them
where they are already
spending the majority of their
time and you’ll be able to
connect with them on a
level that resonates,” said a
spokesperson of a high-end
brand.
Hence brands are creating
shareable and visually
effective infographics to
appeal to Generation Z, and
so they need to be authentic
and transparent.
Millennials (Aged
25-40) are way too
experimental
The Millennial generation
is the first generation to
come of age of technology.
Being an open-minded and
tolerant generation, they
use social and other digital
technologies to connect
with brands. They are most
likely than other generations
to purchase products and
services through social media
61%
millennials use
social media to
communicate with
family, friends and
acquaintances
51%
millennials use
social media to kill
time
47%
millennials use
social media to learn
about new trends
43%
millennials use
social media to get
breaking news
platforms and even research
the products and services.
Marketing strategies
that work well with this
generation includes social
media marketing, influencer
marketing and content
marketing. They prefer brands
with lower prices rather than
price drops from offers and
deals. They expect authentic
brand messaging and seek
out brands that support social
or environmental causes and
price-to-value ratio. This
hyper-connected generation
relies on user-generated
content, which makes word-ofmouth
advertising more potent
than ever before. Instagram
remains their favourite social
media handles to access
information and interact
and make online purchases
followed by e-commerce
platforms.
Generation X
(Aged 41-56)
stays at one arm’s
distance from social
media transactions
Generation Xers are a unique
bunch who are triggered by
‘Nostalgia’. They’re the ones
who came of age in the wake
of the hippie movement.
One of the most common
misconceptions is that
Generation X do not buy
anything online. The buying
power of this demographic
is often overlooked because
they are not as active on social
media as millennials.
However, this generation is
more cautious and skeptical of
brands and enjoys thorough
research, and prefers to stick
to what they know. Having
various buying habits that
differ from those of millennials
and baby boomers, one thing
20 AO India | November 2022