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We are all creative. Discover how Fakander is using our new collection to inspire her everyday with part 1 of our video series. http://bit.ly/2lzOFKb

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- Gen Z : an experiential generation. Instead of hard sell, Gen Z is looking for aspirations. Seamless retail.
- customer involvement : co-creation
- mutual rewards
- two way dialogue
-- Beta mode: inviting consumers in the process of making everything better.

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GEN Z READING                                                                                                                                               Future

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GEN Z READING                                                                                                                                               Future

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Entertainment
- shift from offering new things to buy to inspiring new things to do
- shift from telling people's story to starting your own
- creating new experience e.g.: DIY
- increasing involvement between customers and the selling process
- shift from making it perfect before sharing to using customers input
- cotton on could receive customers input on products before making the final product

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- Gen z need retailers and brands to connect with them before point of purchase
- require relationship
- like to browse across multiple platforms and cross-check prices
- like to window shop prior
- need social gratification
- go to stores in groups generally
- price conscious, so purchasing from kikki k is more of an investment as a higher end store
- more likely to look in typo or other stationary store before purchase for cheaper options, before returning to purchase product from kikki k

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-Man hate shopping -> shop fast
do not like to wait/ stop
-Man don't hate shopping
shop different things

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-Men do shopping but they buy different things compare to women
-Men are more straightforward
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Myth or Reality --> Rebel sport
Men feel overwhelmed when shopping

-  Too many options and suggestions for decision making
- Sizing (e.g. Nike large=Adidas Medium)
- Shoes (identifying between male and female shoes, watches, tops, shorts etc)
- Looking in the wrong areas (ending up in the woman's section by taking a wrong turn)
- All one dressing room (men may feel uncomfortable trying clothes on)
- Limited boyfriend chairs available in store --> Men feel awkward standing around
- Association of brands with gender (e.g. Skins Vs 2XU Vs Nike tights, may actually think is one for men?)