{"id":146924,"date":"2025-07-23T09:00:28","date_gmt":"2025-07-23T13:00:28","guid":{"rendered":"https:\/\/www.rithum.com\/?p=146924"},"modified":"2025-07-24T10:14:00","modified_gmt":"2025-07-24T14:14:00","slug":"how-fashion-brands-can-win-gen-z-without-giving-up-control","status":"publish","type":"post","link":"https:\/\/old.rithum.com\/de\/blog\/how-fashion-brands-can-win-gen-z-without-giving-up-control\/","title":{"rendered":"How Fashion Brands Can Win Gen Z Without Giving Up Control"},"content":{"rendered":"<p><span data-contrast=\"auto\">This statistic should be in the back of every fashion executive\u2019s mind: <\/span><a href=\"https:\/\/www.mckinsey.com\/industries\/retail\/our-insights\/state-of-fashion#\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">50% of U.S. Gen Z <\/span><\/a><span data-contrast=\"none\">consumers prefer to shop and explore new brands. That makes them the least loyal generational cohort; brands can win them more easily, but they can lose them, too. But that only scratches the surface of a much deeper behavioral shift that&#8217;s redefining fashion commerce.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Gen Z doesn&#8217;t browse clothing the way previous generations did by looking at their chosen brands\u2019 websites, comparing prices across tabs, or saving items to wish lists. Instead, they:<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"Arial\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><strong>Discover through social feeds: <\/strong><a href=\"https:\/\/www.emarketer.com\/content\/many-gen-zers-product-brand-discovery-happens-on-social-media\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">73% find new fashion brands<\/span><\/a><span data-contrast=\"none\"> through TikTok and Instagram content<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"Arial\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\"><strong>Purchase within platforms:<\/strong> They <\/span><a href=\"https:\/\/corporate.walmart.com\/content\/dam\/corporate\/documents\/newsroom\/2024\/07\/23\/adaptive-retail-report-2024.pdf\"><span data-contrast=\"none\">buy directly<\/span><\/a><span data-contrast=\"none\"> without leaving their social environment<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"Arial\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\"><strong>Expect instant gratification:<\/strong> Fast fashion cycles have trained them to expect new styles weekly, not seasonally. For example, <\/span><a href=\"https:\/\/www.mckinsey.com\/industries\/retail\/our-insights\/state-of-fashion#\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Shein introduces 2,000 to 10,000 new items daily<\/span><\/a>.<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u25cf\" data-font=\"Arial\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><strong>Value authenticity:<\/strong><span data-contrast=\"none\"> Nearly one-third of global consumers look to <a href=\"https:\/\/www.businessoffashion.com\/reports\/state-of-fashion-beauty-industry-report\/\" target=\"_blank\" rel=\"noopener\">i<\/a><\/span><span data-contrast=\"none\">nfluencers<\/span> <span data-contrast=\"none\">for beauty purchase inspiration<\/span><span data-contrast=\"none\">.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">This fundamental shift in consumer behavior is just one part of a whirlwind of change and challenge facing today\u2019s fashion brands. Beyond capturing Gen Z\u2019s platform-native shopping behavior, they also face new obstacles in protecting intellectual property (IP) in an age of rapid trend replication and maintaining brand integrity.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">What happens when traditional ecommerce funnels not only don\u2019t work, but make your brand essentially invisible to the fastest-growing consumer segment?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">Why traditional fashion marketing no longer works with Gen Z<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Gen Z has collapsed the fashion cycle from seasons to days. By the time a quarterly drop hits, the moment may have passed. The fashion brands that keep up are designing faster, acting on real demand, and choosing platforms that support quick turns while protecting what makes the brand their own. They&#8217;re developing more flexible operations and strategic platform diversification to remain competitive without compromising their core values.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<h2 aria-level=\"2\"><b><span data-contrast=\"auto\">The IP risk that comes with Gen Z reach<\/span><\/b><span data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:360,&quot;335559739&quot;:120}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">One of the best ways to meet consumers where they shop is through major marketplaces. These help brands grow and overcome some of those Gen Z-based challenges. But it comes at a cost. To list products, brands often share detailed specs, launch calendars, pricing, sales data, and customer behavior.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Brands have options to connect with Gen Z while mitigating those concerns. <\/span><a href=\"https:\/\/www.rithum.com\/blog\/how-to-sell-on-tiktok-shop\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">TikTok Shop<\/span><\/a><span data-contrast=\"auto\"> is a good option for brands concerned about IP protection as a platform where they can maintain control over their data and product releases.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"none\">How to protect your brand\u2019s identity while scaling<\/span><\/b><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"none\">Brands that scale successfully are selective. They choose platforms that support their positioning, respect their data, and meet evolving customer expectations to better keep up with Gen Z, especially.\u00a0<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">For example, <\/span><span data-contrast=\"auto\">when Nordstrom <\/span><a href=\"https:\/\/wwd.com\/business-news\/retail\/nordstrom-launches-online-marketplace-offerings-of-brands-sizes-and-prices-to-grow-1236337054\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">launched its digital marketplace in 2024<\/span><\/a><span data-contrast=\"auto\">,<\/span><span data-contrast=\"auto\"> president of digital and customer experience Miguel Almeida specifically noted that it was \u201cnot going to become the everything store.\u201d <\/span><span data-contrast=\"auto\">I<\/span><span data-contrast=\"auto\">nstead, Nordstrom focused on more upmarket brands while growing slowly, he said. <\/span><span data-contrast=\"auto\">These kinds of premium marketplaces often also offer favorable data protection terms and performance data.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Social commerce platforms like <\/span><a href=\"https:\/\/www.rithum.com\/uk\/go\/sell-on-tiktok\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">TikTok Shop<\/span><\/a><span data-contrast=\"none\"> reach Gen Z where they are already spending their time. With the right integration, teams can run campaigns and manage listings without exposing launch timelines or product data.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">And of course, your best option is to use <\/span><span data-contrast=\"none\">Rithum<\/span><span data-contrast=\"none\"> to manage growth and expand reach, protect your data, and keep your brand integrity intact.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Learn how we help <\/span><a href=\"https:\/\/www.rithum.com\/de\/request-a-demo\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">here<\/span><\/a><span data-contrast=\"none\">.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/michael-marte?original_referer=https%3A%2F%2Fwww.google.com%2F\" target=\"_blank\" rel=\"noopener\"><i><span data-contrast=\"none\">Michael Marte<\/span><\/i><\/a><i><span data-contrast=\"none\"> is a Senior Sales Engineer at Rithum.<\/span><\/i><span data-ccp-props=\"{&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This statistic should be in the back of every fashion executive\u2019s mind: 50% of U.S. Gen Z consumers prefer to shop and explore new brands. That makes them the least loyal generational cohort; brands can win them more easily, but they can lose them, too. But that only scratches the surface of a much deeper [&hellip;]<\/p>\n","protected":false},"author":167,"featured_media":146920,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[10841,12143,10905,12103],"asset-type":[13742],"audience":[13412,13409],"bio":[15603],"topic":[],"class_list":["post-146924","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-e-commerce-de-2","tag-industry-trends-de","tag-marketplaces-de","tag-multichannel-de-2","asset-type-blog-de","audience-retailers-de","audience-brands-suppliers-de","bio-michael-marte-de"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.3.1 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Fashion Brands Can Win Gen Z Without Giving Up Control - Rithum<\/title>\n<meta name=\"description\" content=\"Discover how fashion 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