Generation Z, which is dominated by the post-90s and post-00s, focuses on self-expression and individuality, and they are not bound by the so-called rules and regulations. According to Maslow's theory of needs, Generation Z has never experienced a shortage of material, and their basic survival needs are fully satisfied, so what they need more is a sense of belonging, respect and self-fulfillment. From this point of view, the Post-90s and Post-00s prefer personalized designs that give them a sense of belonging.

At the same time, from the respect level, the attitude expressed in the design will also affect the choice of the 90s and 00s. One of the reasons why fast fashion has been criticized in the past few years is because of its disrespect for human rights in the third world countries, which has lost the recognition of the young consumers.

In addition, as can be seen in China's Netflix and fan economy, Generation Z prefers independent designer brands, including some Netflix stores and original designers' works, as well as other brands that can represent China's design power."

-- Light and Shadow Global Clothing Design

Combined with the views of the above design agencies and the changing trends of major brands in recent years, the Foresight Economist believes that the design preferred by the Post-90s and Post-00s has the following characteristics

One, personalized and differentiated design

In the previous article "Why don't the post-90s 00s like fast fashion anymore? In the previous article "Why don't the Post-90s and Post-00s like fast fashion?", fashion design organizations coincidentally told the Forward Economist that one of the major reasons why fast fashion is not as popular as it used to be is because of its uniform design, and some readers in the background left comments saying: "(Post-90s and Post-00s) pay more attention to individuality, I think, and the Post-95s and Post-00s around me have a middle-aged and second-generation mindset. Sometimes personalized clothing is also the expression of their middle two ideas." It can be seen that the young consumer groups after 90 after 00, more like full of personalized, differentiated design.

2

Two, break the fixed thinking of cross-border design

In recent years, brand cross-border marketing phenomenon is becoming more and more common, in the view of the forward-looking economist, the brand cross-border marketing, but also in the eyes of the consumer groups of the Z generation of the cross-border design preference.

Generation Z, who grew up in China's rapid economic development and the rise of the Internet, generally have a higher demand for "personalization and differentiation", and the more different and unexpected the brand crossover is, the more it can form a topic of discussion among the young group, a point of memory, and stimulate their desire to buy. And the use of "limited", "out of stock" and other hunger marketing methods, in the young group detonated wave after wave of buying frenzy.