by Day One Agency
What do you want to know about the next generation?
✨The Freshest ✨

How do you define loyalty?

What should the next social platform look like?

How are you investing in yourself?

What's with the Y2K obsession?

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What are the major Gen Z customer segments for fashion? I know many shops across micro-communities/niches but are there identifiable major segments?

"Well, I’m not sure. I can’t speak for others, but my theory is that many Gen Z don’t buy fashion according to, say, function or luxury, but rather look and aesthetic. If I had to separate them into groups, I’d say at least urban/ hype fashion, soft/ femme fashion, alternative (like alttok, e-girl/boy, etc.) fashion, 'VSCO' (aka popular/ trendy) fashion, and sports (comfort wear/ lounge/ athletic) fashion."

"I also can’t necessarily speak to the data on specific segments but speaking more anecdotally, I think my friends and I tend to purchase a 70/30 breakdown of vintage and new clothing and definitely tend towards retailers like Uniqlo for basics. Any more premium or luxury purchases tend to be accessories, footwear, outerwear, etc."

"Trends come in a circular fashion -- right now it’s the Y2K/McBling era. In terms of how they shop, it depends - there are those who shop fast fashion (i.e. Shein) and follow trends that they see on TikTok. Then there are those who don’t (lol). This group is more aware of the environmental effects of the fashion industry and make it a point to shop eco-friendly (i.e. thrifting/shopping ”sustainable) and support BIPOC small-business owners."

Are skateboarders still outsiders?

"Not at all. I think if you look at the popularity of brands like Noah, Palace, Supreme, even Aimé Leon Dore the aesthetics of skaters are very much in. Not sure how much or if it translates to actual skateboarding all the time though…"

"They are very much on the inside now. However, they are more like a subculture than a fringe culture."

"No, not in the least."

Do you like weed?

"Not anymore, but I think there definitely is a larger trend around turning to psychedelics and mind-altering products, especially following the pandemic, as a means of escape and introspection. For instance, Gen Zers are increasingly experimenting with microdosing shrooms and LSD, and there has been more research rolling out about their mental health benefits as well."

"I don’t really. But while I’m glad to see the destigmatization of weed, CBD and psychedelics, I think we should start to have conversations around what has essentially become the gentrification of these substances."

How do they consume content?

"It depends on the type of content for me and where I am. If I’m out, I really don’t like watching TV or anything on my phone. So it’s Twitter for news and entertainment, a book just in case and Instagram/TikTok when I’m bored or I’ve exhausted all other options. If I’m home, Hulu/HBO Max for movies and TV, computer for news/article reading and still books. (But a different one from the train book!)"

"When I am home it is usually always Netflix, HBO Max, Hulu and I try to limit (but I always fail) using TikTok, Instagram when I am not watching a show. On the go, I don't usually watch anything besides some Instagram content but lately to make the time pass on the treadmill at the gym I have been using the HBO Max app to stream a show."

"When I’m out and about I tend to spend the most time on Twitter and Instagram (Stories specifically), but I prefer to stick to audio and listen to podcasts or a playlist I’ve made. I typically have a book with me as well, but those rarely make it out of my tote bag. At home, I spend a lot of time on YouTube and TikTok since watching videos requires more attention. As far as streaming goes, I’m a big fan of HBO Max and tend to start there, and then move on to Netflix or Hulu."

"At home, I’m tuning into HBO, Netflix, Hulu, Amazon Prime, YouTube (pretty much every streaming service) or listening to Spotify (not Apple Music lol). If I’m on my phone, I’m scrolling through TikTok, Twitter (mainly for news), Instagram (I use it to keep up with close friends)."

How do they workout?

"During COVID I took advantage of virtual classes a lot! I would try all different ones that held classes on Zoom that ranged from $8-$15 dollars. Most of the proceeds went to COVID relief which was really nice. Now living in a big city I use Class Pass which is an app that allows you to buy a certain amount of credits each month that you can use towards workout classes all over your respective city."


"During the beginning of the pandemic when gyms were closed I started running more often, but eventually injured my knee which put me out for a while. I felt recovered enough in the past year to start a membership at a local LA Fitness, but then injured my ankle quite severely and had to cancel my membership there. Since then I’ve moved to NYC and haven’t had an active workout plan. I do hope to get back into some sort of routine, and that will probably consist of in person classes or solo workouts, although there aren’t many gyms close to my apartment. For now I’m just trying to walk as much as I can."

"Since the pandemic, I began doing all my exercise online. Youtube is where I get all my exercise workouts. I was at first skeptical about following fitness influencers; however, after testing a few workouts and actually seeing results, I’ve changed a few of my thoughts. If I’m not exercising, then I just walk a bunch."

"I run outside in all seasons and spend a lot of time walking around with friends on the weekends. Big fan of walks as hangs! But I’ve played soccer or tennis as well if friends of mine asked me to. I really would love to develop a regular routine, or maybe do yoga or something else that’s more mindfulness focused, but I just can’t stick with it..."