Photo by Tibrina Hobson/WireImage
Every few months, a new trend emerges that Gen Z is quick to rip off. They started with small attempts to show off their tastemaking prowess by doing away with side parts and smiley face emojis, then turned to fashion and new slang words, like “rizz” and “ate.” These kaleidoscopic trends are not only making for great social media content, but they’re also bringing big revenue waves to the apparel industry.
Remember when Gen Z suddenly declared that millennials’ beloved skinny jeans were dead? It seemed as though style preferences changed overnight, and those who wore skintight denim were deemed uncool. It’s no wonder the data is consistent with this shift: according to Circana, straight jeans are now the top-selling women’s denim silhouette, with sales up 48% compared to four years ago when skinny jeans were at their peak. Skinny jeans are still in second place in terms of revenue, but sales continue to decline due to these new trends.
Denim isn’t the only thing that’s suffered: the latest trend rejected by Gen Z is anything below the ankle. A seemingly neutral fashion category, socks, are taking center stage. There are countless videos and headlines touting crew socks as cool, with Gen Z using ankle socks as a marker to identify the 30+ age group. While overall sock sales have stagnated over the past year, spending on crew socks dramatically outperformed the industry, with sales up 8%. While customers of all ages increased their spending on crew socks (perhaps out of fear of being publicly criticized), Gen Z accounted for more than 80% of the growth.
It’s not new for younger generations to set their own trends, but today social media has become the megaphone that reverberates the new rules of cool. Once upon a time, trends were dictated by runways, celebrities and magazines. Now, consumers are constantly exposed to youth culture as they scroll through their phones. This behavior can make it difficult for brands as well as consumers to respond. Capitalizing on consumer-generated trends such as #cores can be as difficult as catching water, as trends come and go as quickly as they appear in feeds.
The speed and volume of these trends is intensified by the voices of Gen Z on social media, but there is a strong undercurrent of Millennials choosing authentic style over fads. Sure, spending is shifting toward these shiny new products, and consumers want newness, but many Millennials aren’t as quick to follow these fads. Millennials confidently straddle the line between trends and established personal taste.
Natasa, a 37-year-old finance worker and mother of two who lives in New York, isn’t about to sacrifice comfort for the sake of being on trend. “I still wear ankle socks to work and to work out. I can’t imagine wearing thick white crew socks over leggings. It just doesn’t look or feel right to me. They remind me of aerobics instructors from the ’80s.” Natasa isn’t the only one who feels the same way. While crew socks have grown in popularity, sales of ankle socks have grown faster among millennials over the past 12 months, a sign that this generation knows what they want, and they’re sticking to it.
A similar stance applies when it comes to the hot topic of denim rise. Low-rise denim is making a comeback, with Gen Z sales up 6% last year. Many over 30 shudder at the thought of low-rise jeans, plagued by the two-inch zippers that plagued denim in their younger years. Jessica, a 37-year-old teacher living in Brooklyn, feels that no matter how popular low-rise becomes, it just doesn’t fit into her lifestyle. “Low-rise is a no-go. I like to wear mid-rise because it looks good on me and is the most comfortable, especially with denim. The trend is cool, but I don’t want to be uncomfortable in them all day.” Millennials seem to agree, with sales of low-rise women’s denim down 18% among this generation.
When it comes to what to wear and say, Gen Z acts as the judge, jury and enforcer of trends. Gen Z has a huge influence in dictating fashion trends through social media, but they’re not the only voice to look out for. Recognizing that personal style is more important than fads, especially for a generation like millennials, can help the apparel industry resonate with a wider audience while navigating the ever-changing tides of trends. Gen Z is an important consumer, but ultimately, it’s key to embrace individuality, offer diverse styles and allow consumers to express who they are.
