The current back-to-school season will be a sort of coming out party for Generation Z, as members are old enough to heavily influence parent purchasing decisions and begin to demonstrate the kind of consumers they will become, according to a trend report from Zulily.
The Qurate-operated e-tailer, sister to HSN and QVC, pointed out that kids are helping steer the shopping cart, particularly online, exerting greater influence over parental back-to-school purchasing decisions.
For Gen Z, this moment is an exercise in self-expression and personal identity, according to Zulily’s 2021 Back-to-School Fashion Forecast, a trend report built from a survey of 1,000 children from five to 18 across the United States. The survey confirms personalization as a shopping lead theme.
Zulily has characterized the trends in terms of children and the way kids are emerging as consumers:
Movers & Shakers. Kids are interested in style as a means to help them feel their best, seeing style as a means to channel confidence and boost performance at school. As such, 90% of kids surveyed said being able to express their personal style helps them feel more productive at school and has a direct impact on their moods.
Glue Guns & Glitter Bombs. Kids want to be creative custom-styling their possessions with glue guns, glitter, scissors and more. So, for example, 70% of kids said they add personal fashion touches to make them feel more distinctively special.
Retro & Reimagined. Retro styles are back and kids are turning to mom and dad for inspiration. In that vein, 64% of kids aged 9 to 18 agreed they love retro fashion and it inspires their daily school outfits. Not only that, but 59% of kids in that same age group say they have raided their parents’ closet for clothing. Still, it isn’t all about generations past as 47% of kids say the 2010s were the coolest decade.
“In addition to apparel, expressing one’s personality impacts trends in back-to-school accessories and supplies practical and personalized,” said Sheila Nugent, Zulily director of merchandising for kids accessories and DIY. “We’ve seen significant growth in the DIY category over the past year, which is no surprise since kids want to demonstrate their individuality. You’ll see this trend of personalization when it comes to kids’ top three essential needs for school success: new supplies, shoes and backpacks.”
Although the trend report focused on apparel, the retailer itself provides indications about how its research suggests the direction of Gen Z consumerism, especially in its back-to-school product presentation. Zulily hits a couple of housewares categories particularly in its online assortment of sophisticated food and drink containers, including multiple examples of multi compartmental boxes that incorporate food variety, as well as storage products that help keep today’s electronics-oriented workstations organized.
