They are called Generation Z, but “Z” is not for ZARA. We have set about to reflect on some of the fashion brands that are “made in Spain” and known to be connected to the new consumers born between 1994 and 2010. This group of young people are a continuation of the Millennials but with different values and characteristics. What are Spanish fashion brands doing in order to connect with them?
To start with, we have come up with a brief list of the characteristics that differentiate Generation Z from their predecessors.
What are the characteristics of Generation Z?
- They were born into a digital environment, because of this they are completely at ease in this context.
- They are used to change, adapt well and award innovation.
- They follow the latest trends and digital channels.
- They are worried about the human impact of the planet. They like the idea of responsible and sustainable consumption.
- They are not passive consumers of brand marketing; they themselves like to be content creators. From this comes the DIY characteristic and the predisposition to personalise the products that they consume.
- They communicate better with image than by text, perhaps why they are more active on Instagram than on Facebook.
What Spanish fashion brands are they drawn to?
At the beginning of this article we talked about the fact that Z is not for ZARA. These young consumers are looking to differentiate themselves from older generations and are paying close attention to other fashion brands, some of which are Spanish. Read on to see some examples.
Brownie:
A company founded by a Catalan couple in 2006, which is both online and has physical shops. Their garments give off a feeling of the young and relaxed Californian lifestyle. Some of their garments have caused a stir amongst the influencers and have ricocheted across Instagram. Influencers María Pombo and Rocío Crusset have been the image of the brand, with all the projection that that entails. The brand’s Instagram account has 180k followers and is regularly updated.
Laagam:
Another one of the characteristics of Generation Z is that they are brave when it comes to being entrepreneurial. This is precisely what Inés Arroyo, creator of the firm, was like. Inés’ story is a story of a passion for fashion but also a skill to be able to navigate this community. She made her mark as an influencer before taking the leap into becoming a business owner in the sector. Laagam is the clothes firm that she herself created with the aesthetic of its line standing for the empowerment of women.
Another one of its characteristics is the philosophy of its points of sale: a guide store. It is a hybrid between physical stores (that are only open on certain days of the week) and e-commerce. It’s motto: “Buy better, wear more” appeals to the responsible consumption of buying less items with a higher quality.
Renatta & Go:
Another Spanish firm for young people born after ‘94 who are looking to be different. Created in 2011 it already has its own shops; concessions in El Corte Inglés and of course an online shop. They are loyal to the cosy&soft style with a mid-range price. Their Instagram account, with more than 40k followers is the best channel to get to know their clients and weekly news. It is frequently updated: an unequivocal sign that the brand is adapting to the current times ruled by fast fashion.
The key to success for these Spanish fashion brands with Generation Z does not wholly reside to the fact that they are perfectly adapted to the demands of fast fashion. Among their stand out successes are the young designers, the good use of Instagram and their work with influencers. This could be the cocktail for success that have led some of these brands to becoming some of the top firms that the new consumers want to wear.
