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Gen Z’s fast fashion fix

Amongst bustling campuses across the country, a a vibrant scene of fashion unfolds as students rush from place to place. There’s glimpses of fast-fashion brands everywhere – a sea of colours, patterns, and logos from popular brands like H&M, Zara, Primark, ASOS and others. Trendy crop tops with bold, asymmetric graphics, ripped jeans, 90s aesthetics, crochet, lace, ruffles, flowing bohemian dresses, and high-waisted skirts blend to create a diverse fashion landscape on campus.

A survey by Vogue Business found that more than half of its Gen Z participants bought most of their clothes from fast-fashion brands, like H&M, Gap, Zara and Forever 21. Gen Z is poised to become the fastest-growing generation as it pertains to spending power, leveraging around $360 billion, according to the The Business of Fashion, so it’s no surprise that the industry has woken up – with Gen Z’s being the talk of the corporate boardroom.

With the boom of social media influence, Gen Z has become much more aware of the brands they’re following than older generations and there are some firm favourites.

Recent TGI insights of 18-24 year old students has shown that (in the past 7 days) 369,000 have visited ASOS.com, 206,000 have visited newlook.com, 119,000 have visited hm.com and 105,000 have visited primark.com. 115,000 students have downloaded the ASOS app.

Students are 5x more likely than all adults to be visiting urbanoutfitters.com, 3x more likely to visit prettylittlething.com and twice as likely to visit riverisland.com and zara.com in the past 7 days.

Source: TGB2304A TGI GB 2023 April (March 2022 – February 2023) – “18-24, in FT education” – Universe 2.2M

Retail Media Group is the largest on-campus student advertising network in the UK, and with our digital screens across 110+ university campuses, we target millions of students every week. Fast fashion is a growing category for Redbus, as brands are understanding the importance of students embracing its accessibility and affordability, expressing themselves through a showcase of on-trend apparel that demonstrates the spirit of their generation.

Our latest student brand reel can be found here.

Please contact us if you’d like to hear more. Freshers Week (Sept-Oct) is a notoriously busy period where students flock to the unions and we’re taking bookings now. sales@redbusmedia.com

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