At the same time, from the perspective of respect, the attitude expressed by design will also affect the choice of post-90 s and post-00 s. One of the reasons why fast fashion has been criticized in recent years is that it has some disrespect for human rights in third world countries and lost the recognition of young consumers.
In addition, from the network celebrity economy and fan economy in China, it can be seen that Generation Z prefers independent designer brands, including some online celebrity shops and original designer works, as well as other brands that can represent the design strength of China. "
-Guangying Global Fashion Design
Combining the views of the above-mentioned design institutions and the changing trends of major brands in recent years, forward-looking economists believe that the designs that they like after 90 s and 00 s have the following characteristics.
First, personalized and differentiated design.
In the previous article "Why don't you like fast fashion after 90 s and 00 s? In the book, fashion design agencies invariably tell forward-looking economists that one of the important reasons why fast fashion is not as popular as before is its stereotyped design, and some readers in the background also leave a message saying, "(post-90 s and post-00 s) pay more attention to individuality, and the post-95 s and post-00 s around me are all middle school ideas. Sometimes individual clothing is also the expression of their thoughts. " It can be seen that young consumers after 90 s and 00 s prefer personalized and differentiated design.
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Second, cross-border design that breaks the fixed thinking.
In recent years, the phenomenon of brand cross-border marketing has become more and more common. In the view of forward-looking economists, behind brand cross-border marketing is also the preference of Z generation consumers for cross-border design.
Generation Z, who grew up in the period of China's rapid economic development and the rise of the Internet, generally has a higher demand for "personalization and differentiation". The more different and unexpected the two sides of brand cross-border, the more they can form a topic discussion, remember the points and stimulate the desire to buy. The use of hunger marketing methods such as "limited" and "out of stock" has set off a wave of buying frenzy among young people.