Hit Refresh and Revitalise with Gen-Z
For those born between 1997-2012, the phrase Gen Z is metaphorically tattooed on their foreheads. The generation that most likely got their first smartphone before they were 12, revitalised the Y2K clothing era and of course, introduced the world to TikTok.
This young generation has done lots in trying to make the world a kinder place. Just look at the likes of Greta Thunberg who is a ‘Gen-Zer’ and the mass amount of young people who make discussion around mental health a priority. Whether you’re a Millennial or Baby Boomer, we can all learn something from this hyper aware generation. We have a few Gen Z team members at Disrupt, key in helping us stay Disruptive.
That is something that brands have clocked onto as well. If a brand’s demographic needs to be skewing lower or they simply want a refresh, cue turning to those under 25 for a lesson in all things lit.
Taking Jack Wills as an example, the preppy clothing brand perhaps saw peak popularity in the late 00s/early 10s but then fell off the radar slightly. Well recently, the brand did quite possibly the smartest thing they could have done. They called in the new wave of TikTokers to give them a revamp. Introducing the first branded TikTok house in Ibiza, Jack Wills rallied all the biggest and best TikTokers of the moment. From Max Balegde to Grace Barry, these Gen Z creators have millions of followers and huge engagement rates.
Jack Wills pulled out all the stops with this exclusive trip to Ibiza; a branded private jet, huge villa and all the perks anyone could dream of. The creators then did TikToks in their usual style while out there, simply tagging Jack Wills and wearing the clothes – of course of which were provided in abundance. While something of this scale will undoubtedly be very costly, the organic content produced from this will have been colossal too.
This trip positioned Jack Wills as the coolest brand around and gave them a new brand identity. They even got Max in again for his own collection, which will surely see his 1.8M fans flooding for a piece.
The creativity of Gen Z social stars knows no bounds, especially when it comes to the fashion creators. One of our favourite trends is taking fashion influencers that create short snappy reels/TikToks and theming them around something that might otherwise be seen as quite a tenuous link – but is actually GENIUS. Lara Adkins is a 23 year old fashion creator and she’s recently been partnering with Warner Bros to promote the new Elvis film. In her reels, you can see her coming up with outfits she’d wear to an Elvis concert. A new film and young fashion Instagrammer might not have been an obvious match but it works so well and we’d love to see more brands doing the same.