Today’s workshop focused on defining target audiences through a creative exercise using the Fashion Wheel. Divided into groups, my team decided to base our subculture selection on our personal style preferences. I named my subculture “Japanese Minimalist Pop Street Style,” while the others chose “Traditionalist,” “Cozy Cocoon,” “Beauty Maximalist,” “Coastal Boho Grandma,” and “Soft Baddie.” This engaging activity allowed us to explore and focus on defining target audiences in an interactive way. I meticulously curated my subculture, selecting fashion details from specific brands and designers that align with its essence.
Following this exercise, we were tasked with imagining the items a person from each subculture might carry in their bag. Drawing on Smith’s (2024) research on Gen Z lifestyles in the UK, we learned that 86% of Gen Z social media users report that social media heavily influences their fashion choices. Platforms like Instagram and TikTok provide inspiration and promote trends through “haul” videos and constant visibility, fostering a sense of FOMO (fear of missing out) that often leads to impulse purchases. 36% of Gen Z prioritizes their appearance, valuing trends and peer approval. Additionally, 79% regularly carry reusable water bottles, reflecting their eco-conscious values.
For my chosen subculture, Japanese Minimalist Pop Street Style, key items include a Stanley tumbler, symbolizing both social status and a practical fashion accessory. Another staple is a Jellycat plush toy, a viral internet favorite known for its fluffiness and whimsical charm. Prioritizing self-care, this subculture values noise-canceling headphones and books for instant me-time. Inspired by 49% of Gen Z who embrace vintage fashion, a vintage camera serves as both a functional and nostalgic accessory. The subculture’s aesthetic also incorporates high-quality brands like Acne Studios, Glossier, and Clarins, all renowned for their premium status and alignment with Gen Z’s desire for quality and social prestige.
References :
Canniford, R. (2011) How to manage consumer tribes. Journal of Strategic Marketing, 19:7, 591-606, DOI:10.1080/0965254X.2011.599496
Smith, F. (2024) Lifestyle of Generation Z – UK – 2024. Available at: https://clients.mintel.com/content/report/lifestyles-of-generation-z-uk-2024/ (Accessed: 20 November 2024)
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