Der Generation Z geht es nicht nur um Einhörner, Fidget Spinner und Slime. Sie sind die neue Generation an Mode-Konsumenten – und ticken in vieler Hinsicht anders als ihre Vorgänger.
Statistisch gesehen sind Sie zwischen 1980 und 1996 geboren, wenn Sie diese Zeilen lesen. Die Generation Y also, auch Millennials genannt. Als Generation Z bezeichnet man grob die Gruppe an Manschen, die zwischen 1997 und 2010 geboren ist – und eine Welt ohne moderne Technologie nicht mehr kennt
Werfen wir einen groben Blick auf die Generation Z. Youtuber dieser jungen Altersklasse machen nicht mehr Make up Tutorials oder fokussieren auf ein spezifisches Thema. Es geht mehr um Lebenserfahrung… und wie man um 3 Euro selbst Slime herstellt. Zeugt das nicht von einem anderen Umgang mit Werten?
Die Generation Y scheint Luxusgüter und Konsum zu idealisieren. Die meisten von ihnen waren in der Schule oder frisch beruftstätig, als 2008 die Wirtschaftskrise über sie hereinrollte. Sie wird auch die erste Generation der letzten 100 Jahre sein, die weniger verdient als ihre Eltern: In der westlichen Welt sogar um geschätzte 43% weniger! Sie haben einen anderen Umgang mit großen Marken und streben danach – denn schließlich will man doch immer das, was man nicht haben kann, oder? Und wenn man sich’s nicht leisten kann, greift man eben zur Fast Fashion: Sie ist günstig und orientiert sich am gehobenen Markt.
Wahrheit statt Idealisierung
Die Generation Z ist im Vergleich zu ihren Vorgängern realitätsbezogener – und scheint auch den Konsum von teuren Handtaschen oder Stirnbändern nicht mehr so wichtig zu finden. Idealisierung von Gegenständen oder gar sich selbst..? Fehlanzeige. Nehmen wir als Beispiel das Phänomen der Finstagram-Accounts
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Die Generation Z scheint müde zu sein von der Welt, in der alles auf Kira-Kira-Art funkeln und facegetunt sein muss. Heimlich eröffnen sie private Instragram-Accounts, die die ungeschönte Wahrheit zeigen: Selfies ohne Make up während eines Heulkrampfes oder nicht-so-perfekte Foodchoices stehen hier als krasser Gegensatz zum Gesundheits- und Beautywahn der öffentlichen Accounts. Nur wenigen Vertrauten wird der Zugang zu dieser Wahrheit gewährt, in der Regel haben Finstagrams nicht mehr als 100 Follower.
Für Luxusbrands bedeutet diese Generation eine neue Challenge. Während die Millennials auf die von ihnen verehrten Influencer hören, scheint die Generation Z erstmals wieder für klassische Werbung offen zu sein: Vorausgesetzt diese erzählt eine Geschichte, mit der man sich identifizieren kann. Es geht für große Marken also nicht mehr nur darum, persönliche Beziehung zum potentiellen Konsumenten zu erschaffen, sondern eine Generation zu verstehen, von der die großen Entscheidungsträger selbst weit entfernt sind.
Während Millennials noch hoher Markenaffinität für Labels wie HÉRMES oder LOUIS VUITTON haben, findet die Gen Z BALENCIAGA oder GUCCI cooler. Alessandro Michele scheint verstanden zu haben, wie man den eigenen Markenkult auf die Schippe nimmt – man denke an seine GUCCY-Persifalge auf den großen, chinesischen Fälschungsmarkt. Dieser sich selbst nich- ernst-nehmende Zugang scheint die Generation Z anzusprechen.
Die Ikonen der Generation Z
Wer beeinflusst die Generation Z also? Den größten Followerzahlen haben noch immer die Töchter berühmter Persönlichkeiten. Hier wären einerseits Kaia Gerber, Model-Tochter von Cindy Crawford als auch Olivia & Bella Giannuli (Töchter von Lori Laughlin). Auch kreative Persönlichkeiten wie Lucia Santina Ribisi oder Kyemah McEntire finden großen Zulauf: Kyemah wurde mit einem selbstgemachten Prom-Dress bekannt, mit dem sie die Europäischen Beauty-Standards hinterfragte.
Auch wenn sich die Generation Z genauso schön präsentiert wie man es gewohnt ist: Ein Hang zum Sozialen scheint vorgegeben zu sein und ist eine logische Gegenreaktion auf das massive Konsumverhalten der Millennials. Handwerk und Qualität hat für sie einen höheren Stellenwert – und hier liegt die Chance für die Luxusmarken.