Target, others aim for Gen Z
New clothing line taps teen, tween market
Mercer Henderson is in many ways a typical member of Generation Z. She prefers comfort over couture. She likes to put her own stamp on what she wears. And, at 14, she already has created a mobile app with the proceeds going to charity.
Henderson is one of 10 young social media influencers who’ve helped Target design its latest clothing brand, Art Class, aimed at the 86 million teens and tweens who make up Generation Z.
Focusing on Gen Z makes retail sense. Topping out at around age 20, they outnumber oft-courted Millennials and are poised to have an estimated $600 billion in purchasing power by 2020. Retail experts say that chains such as Nordstrom, Urban Outfitters and American Eagle have bolstered their businesses by offering products and services that are particularly appealing to the nation’s younger generation.
“Companies like Nordstrom ... like Urban Outfitters, are using these kids as think tanks,’’ says
Focusing on Gen Z makes sense for retailers. Topping out at around age 20, the group outnumbers the oft-courted Millennials.
Farla Efros, president of HRC Retail Advisory, a retail strategic firm. “They’re bringing them into the building and questioning them, understanding what’s hot and what’s not. ... This is the generation that’s going to develop the next whatever.’’
Art Class will launch Jan. 22 with an initial collection of about 100 clothing items and accessories aimed at those between the ages of 4 and 12.
Art Class follows in the footsteps of Cat & Jack, another Target children’s line that launched in July and is projected to bring in more than $1 billion its first year
hile Cat & Jack is a broader brand that caters to babies as well as pre-teens, Art Class is its more curated, and potentially cooler, counterpart, keying in on the tastes of a generation that is digitally savvy, environmentally conscious and eager to stand out from the crowd when it comes to fashion.
For prices ranging from $5.99 to $24.99, Art Class shoppers can choose from items such as a black-and-white hoodie with a skeleton design, sporty leisure pants and a watercolor-splashed short set. They’re all pieces of an initial, limited edition collection dubbed The Class of 2017. The Art Class brand will switch in new items every four to eight weeks.
“This generation of kids is focused on expressing themselves through what they’re wearing and how they mix and match different pieces to create a look that’s all their own,’’ says Michelle Wlazlo, Target’s senior vice president of apparel and accessories. “Their preferences are changing more quickly than previous generations, which challenges us to look for new ways to bring them the latest trends on an accelerated timeline.’’
Target worked with kids be- tween the ages of 7 and 14 to help shape the first Art Class collection, getting their input on details ranging from fabrics to buttons. The young design partners include a 12-year-old chef who owns his own cookie business, an 8-year old surfing prodigy and an 11-year-old dance star whose videos have gone viral.
Target is counting on the group to spread the word about the new brand to their collective 10 million followers on social media.
Gen Z differs from Millennials in key ways. Like that slightly older group of consumers, Gen Z taps into mobile apps to research prices and other details.
But unlike many Millennials, Gen Zers still enjoy going to the mall so they can touch and try out gadgets and try on clothing before they buy. Then, after they make their purchases, the teens and tweens add their own twist.
“Personalization is critical,” says Efros, who noted the popularity of a Nordstrom in Toronto where young shoppers can purchase an item like a pair of jeans and then get it altered in a way that reflects their individual style.
Social media is especially important to a generation whose members often received their first table computers before they could talk. Unlike Millennials, Efros says, Gen Z is more likely to mirror. the tastes of friends or a typical teen offering tutorials on You Tube than take their fashion direction from a supermodel. “They define themselves by the number of ‘likes’ they get,’’ Efros says, “so before they make a purchase, they will post a picture and wait to see if they get approval.’’