Move over Millennials, Target is courting Generation Z with new fashion lineJanuary 11, 2017
Mercer Henderson is in many ways a typical member of Generation Z. She prefers comfort over couture. She likes to put her own stamp on what she wears. And, at the age of 14, she’s already created a mobile app whose proceeds go to charity.
Henderson is one of ten young social media influencers who’ve helped Target design its latest clothing brand, Art Class, which will make its debut Jan. 22 and is tailored to the 86 million teens and tweens who make up Generation Z.
Focusing on Generation Z makes retail sense. Topping out at around age 20, they outnumber the oft-courted Millennials, influence $600 billion of family spending, and will comprise 40% of consumers by 2020 according to Farla Efros, president of HRC Retail Advisory, a retail strategic firm.
Retail experts say that chains like Nordstrom, Urban Outfitters and American Eagle have bolstered their businesses by offering products and services that are particularly appealing to the nation’s younger generation.
“Companies like Nordstrom … like Urban Outfitters, are using these kids as think tanks,’’ says Efros. “They’re bringing them into the building and questioning them, understanding what’s hot and what’s not. . . This is the generation that’s going to develop the next whatever.’’