Older Gen Z's conflicting needs are consolidated through retail tech
Implications - The older half of Generation Z -- dubbed 'Z-Tribe' through Trend Hunter's research -- has conflicting appreciations for both in-store shopping, and streamlined digital experiences. Omnichannel consolidates these needs. Some retail brands are taking this a step further by explicitly targeting this youth generation through store design, experience, and integration of their social media habits.
Workshop Question - What demographic represents your biggest opportunity, and how can you more explicitly target them?
Trend Themes
1. Omnichannel Retail - Offering both in-store shopping and digital experiences to target the youth generation
2. Unstaffed Pop-up Shops - Using app-connected technology to bypass the need for staffing and encourage payment via mobile payment systems
3. Multi-functional Concept Spaces - Creating entrepreneurial spaces that act as galleries, co-working spaces and retail shops to cater to the curiosity and aesthetic needs of various industries
Industry Implications
1. Retail Industry - The omnichannel trend, app-connected technology and multi-functional concept spaces all offer opportunities for innovation in the retail industry
2. Technology Industry - App-connected unstaffed pop-up shops offer opportunities for innovation in mobile payment systems and app integration
3. Design Industry - Youthful cosmetic stores and party-inspired retail spaces create innovative opportunities for aesthetically-driven retail experiences
