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Consumer Insight

Know your consumers and stay ahead of lifestyle shifts with unrivalled insight into the way they'll think, feel and behave for years to come.

Through detailed and accurate consumer forecasts and expert consultancy services, we show how consumer behaviours, interests and tastes will shape how they live, work and play. This enables you to anticipate big lifestyle shifts and develop products and services that meet consumer needs.

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WGSN | Trend Forecasting & Analytics 2024-2032

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WGSN is the global authority on change, using expert trend forecasting combined with data science to help you get ahead of the right trends.

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a fashion brand collaborate with a restaurant

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a fashion brand collaborate with a restaurant

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fashion film showing in a restaurant

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As digital natives, Gen Z shoppers have expectations for how they want retail essentials (value, choice, quality) delivered. Technology is important, but only if it enhances their shopping experience. And they expect to make that experience their own.

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AUSTIN, Texas - July 7, 2020 - The third annual, international study of Gen Z, conducted by The Center for Generational Kinetics and commissioned by WP Engine, launched today reveals new expectations for the web by Generation Z in comparison to other generations including Millennials, Gen X, and Baby Boomers. Gen Z, born between 1996-2015, is the most Internet-dependent generation and is firmly at the vanguard of technology use across all generations. These ties to digital reveal insights for brands on how to reach this important audience.

Why studying Gen Z matters.

2020 has taught us the stark importance of the digital world. Billions of people went online to work, study, and merely to stay in touch during the COVID-19 pandemic. After years of knowing they needed to adopt digital transformation strategies, the pandemic has forced organizations to not only accelerate those plans but put them into immediate action.

The companies who will succeed in this new world are those who have reimagined activities that were typically done in the physical world as digital experiences. And for many consumers, these new digital experiences, from home workouts to order-ahead grocery pickups, have often proved more enjoyable and more convenient than those offline.

For Gen Z, this is nothing new. They've never drawn a distinction between the physical and the digital world. For them, whether online or offline, the critical element is that you can seamlessly move between each. They're leading this shift in consumer behavior with their digital fluency and articulating nothing less than a new paradigm for digital experiences.

"Gen Z are digital pioneers in that they charted the path for the rest of the world to go fully digital, and marketers ignore that path at their own peril," said Mary Ellen Dugan, Chief Marketing Officer for WP Engine. "The pandemic caused a profound change in the way we do everything, from shopping to eating to engaging with friends and family. Gen Z was already comfortable in that new paradigm, so if you meet the digital needs of Gen Z, you're ahead of the rest of the world."

Gen Z's identity is inextricably tied to digital.

Gen Z's identity and digital are inextricably linked, blending the physical and digital worlds as never before. They are far more likely than other generations to believe in the positive impact of technology on the world. 64% think artificial intelligence will have a positive impact and 66% believe the Internet will bring us closer together. In fact, when asked which value, quality, or attribute is most important to your generation, Gen Z rated tech-savviness (19%) almost as highly as freedom (22%).

What are some characteristics of Gen Z?

Web or die. 58% of Gen Z can't go more than 4 hours without Internet access before they become uncomfortable.

In the Internet we trust. In 5 years, 64% of Gen Z thinks the Internet will determine what they will do on a daily basis.

Byte-pal. 56% of Gen Z is friends with someone they ONLY know online.

"Gen Zers are a huge, diverse generation and the fastest growing group of employees, customers, and voters," said Jason Dorsey, President at The Center for Generational Kinetics. "As we've seen over the past three studies, this generation thinks and acts VERY differently. Their connectedness, their ability to navigate change quickly and their desire to have a positive impact on the world are all reflected in their higher expectations of technology and organizations."

Connecting with Gen Z: be fun, be authentic, be good.

When it comes to establishing trust in a brand, the top three factors for Gen Z are quality of a product, positive online ratings/reviews and customer service. Gen Z has grown up in an era of personalization based on their experiences with social media and these expectations extend to their preferences in shopping. In fact, far more than other generations, 75% of Gen Z is more likely to buy a product if they can customize it.

What does Gen Z expect from brands?

Be fun. 65% of Gen Z goes to the Internet for access to entertainment

Be authentic. 82% of Gen Z trusts a company more if the images they use in their ads are of actual customers

Be good. 72% of Gen Z is more likely to buy from a company that contributes to social causes

Resetting digital experience expectations.

Raised on social media, Gen Z expects the broader digital world to know what their likes, wants and interests are. They see this as minimizing some of the daily decisions they have to make so they can focus on the more important topics. And, as we've seen in past studies, this is a generation of pragmatists, self-starters and entrepreneurs, so if it doesn't exist, Gen Z will build it. A higher percentage of Gen Z (62%), more than any other generation, plans to start or possibly start their own business sometime in the future. Additionally, reflecting their preference for all things digital, 62% of those Gen Zers said they would start their business online.

What does Gen Z expect from digital experiences?

Get to know me. 66% believe that all websites will "talk" to each other, so every site/app/appliance will present a personalized experience

Smart.com. 70% believe websites will know what you are looking for before you tell it

Press ahead. 66% of Gen Z has personally used, worked with someone else, or hired someone to use WordPress for a website

To read the complete " Generation Influence: Reaching Gen Z in the New Digital Paradigm" study, please visit https://wpengine.com/gen-z-us/, where you can learn more about the results, sign up for the Gen Z webinar and download a copy of the ebook and infographic.

Survey methodology.

A custom, 30-question Gen Z survey was designed collaboratively by WP Engine and The Center for Generational Kinetics and conducted in the U.S., western Europe, and Australia. In the U.S., the Gen Z Study was administered to 1,252 respondents ages 14-59 including a 250-person oversample of Gen Z (ages 14-23). The sample was weighted to the U.S. Census for age, region, gender, and ethnicity. Survey was conducted online from September 19, 2019 to October 1, 2019. Figures are statistically significant at the 95% confidence level. Margin of error is +/-3.1 percentage points.

About WP Engine.

The WP Engine WordPress Digital Experience Platform gives companies of all sizes the agility, performance, intelligence, and integrations they need to drive their business forward faster. WP Engine's combination of tech innovation and an award-winning team of WordPress experts are trusted by over 100,000 companies across 150 countries to provide counsel and support, helping brands create world-class digital experiences. www.wpengine.com

About The Center for Generational Kinetics.

The Center for Generational Kinetics (CGK) is the leading research, speaking, and strategy firm focused on Millennials, Generation Z, and solving generational challenges. CGK's team of PhD researchers, strategists, and keynote speakers help leaders around the world solve tough generational challenges in areas ranging from employing multiple generations and recruiting Gen Z to selling and marketing to Millennials and across generations. Each year, CGK works with over 100 clients around the world, from car manufacturers and global hoteliers to insurance companies, hospital chains, and international software firms. CGK's team is frequently quoted in the media about the effect of generational differences and emerging trends on everything from shopping and parenting to work style and social media. Learn more about CGK at GenHQ.com.

Contacts

WP Engine

Eric Jones

The Center for Generational Kinetics

Josh Silverstein

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Generation Influence: Gen Z Study Reveals a New Digital Paradigm

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AUSTIN, Texas - July 7, 2020 - The third annual, international study of Gen Z, conducted by The Center for Generational Kinetics and commissioned by WP Engine, launched today reveals new expectations for the web by Generation Z in comparison to other generations including Millennials, Gen X, and Baby Boomers.

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https://www.standard.co.uk/insider/shoreditch-fashion-gucci-browns-east-london-es-magazine-b965494.html

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After the worst 18 months in retail history, luxury brands are making their new stores hyper local for the creative crowd. Hannah Marriott heads to Shoreditch's biggest openings to see how they live up to the eastern promise

This may sound like Bond Street behaviour but I'm watching this scene unfold in east London, where the mega-brand has recently popped up just off Redchurch Street, covering the Sir David Adjaye-designed former house of artist Sue Webster in yellow-and-turquoise monograms. But while it might be the most visible, Gucci is far from the only luxury brand making waves in the area.

Shore thing: Gucci's Shoreditch pop-up

"Customers might have that Berlin vibe, be more into industrial design. People who are affluent but are looking for a different energy"

Bottega Veneta's Shoreditch space at the Tea Building;

Most Read

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Why London's high fashion stores are heading east

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After the worst 18 months in retail history, luxury brands are making their new stores hyper local for the creative crowd. Hannah Marriott heads to Shoreditch's biggest openings to see how they live up to the eastern promise

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https://www.refinery29.com/en-gb/2017/10/175476/browns-east-london-store-shoreditch

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Over the past decade, Shoreditch has been transformed into a creative hub and more recently, a must-visit shopping destination with the boom of independent fashion stores around Shoreditch High Street, Redchurch Street and Calvert Avenue. This week, it became even more desirable for style aficionados and shopping enthusiasts as cult luxury fashion mecca Browns opened the doors to Browns East, its first bricks and mortar store to open for 20 years. Located on the corner of Club Row, the shiny new two-storey space, housed in a former print factory, complements the flagship store on South Molton Street, first established in the heart of London's Mayfair in 1970.

Offering a completely fresh concept for its customers, Browns East is an augmented retail environment, which will be constantly changing and flexible. What does that actually mean? I hear you ask. Well, the entrance, an area in its own right, will regularly be handed over to independent creatives to build an immersive space, allowing Browns to further support and champion fresh talent in an authentic way. The inside space will also include the first incarnation of the Nomad project, Browns' take on semi-permanent, roaming retail concepts as a 21st-century response to the "pop-up store" model.

Holli Rogers, CEO of Browns explains: "Browns has a strong heritage in innovation; from the time we first opened our doors in 1970, Browns has showcased pioneering designers. We've blended our love of fashion with incredible in store experiences and we've always ensured that we change and evolve with our customers. The store will have new elements that are tied to emotion and identity - it's truly a sensory experience. The moment you walk in you will feel something - through the people, the product, the design, the areas within the space, and the events that will take place. Coupled with this, we are innovating with technology which will make the shopping experience in Browns more personal and convenient for our customers. The vibrancy of East London is great - it's a neighbourhood of immense creativity and boldness. Opening a store here is an exciting move with a new view on what retail looks like."

The clothes and accessories will be presented in a gender-neutral retail space, where barriers between menswear and womenswear don't exist. Offering a regularly rotating edit of the best in luxury fashion, across ready-to-wear, footwear, bags and fine jewellery, Browns East launches with 45 brands, including some of our favourites such as Rejina Pyo, Jacquemus, Gucci and Sies Marjan.

And when you need a moment's respite after perusing the rails there's a café with a marble-clad bar, stocked for launch by Fatties Bakery, where you can pick up a shiny cornflake bocadito or salted caramel brownie and turmeric latte.

Browns East also has impressive eco credentials; floorboards originally laid at the BBC have been carefully preserved and used in the ground floor space, while striking fixtures and furniture have been crafted from 100% recycled plastics.

The staircase-meets-gallery is home to a curated selection of multimedia artwork with launch artists including Polly Morgan, Juno Calypso and Lauren Baker, and all pieces are available for purchase at a range of price points.

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Cult Fashion Store Browns Just Opened A New Space In East London

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Over the past decade, Shoreditch has been transformed into a creative hub and more recently, a must-visit shopping destination with the boom of independent fashion stores around Shoreditch High Street, Redchurch Street and Calvert Avenue.

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https://www.thetreeapp.org/business/

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Your Business Dashboard

Get access to your business dashboard and watch your impact grow. Meaningful impact statistics, assets from our planting sites, and a host of other features will make your sustainability journey with us even easier. Choose a plan now or decide later, it's free to create an account.

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Our tree counter widget is a visual way for you to demonstrate your commitment to the environment. Easily installed anywhere on the web - whether Shopify or a custom website.

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Your Business Dashboard Get access to your business dashboard and watch your impact grow. Meaningful impact statistics, assets from our planting sites, and a host of other features will make your sustainability journey with us even easier. Choose a plan now or decide later, it's free to create an account.

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Secchi Smith

Secchi Smith

The proposal is to create a contemporary warehouse for Shoreditch, which in its robust nature can adapt to evolving working patterns in the city for years to come.

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Secchi Smith Secchi Smith The proposal is to create a contemporary warehouse for Shoreditch, which in its robust nature can adapt to evolving working patterns in the city for years to come.

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Chloé & See by Chloé Official UK site: luxury fashion online store

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Chloé & See by Chloé Official UK site: luxury fashion online store

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Discover Chloé's free-spirited femininity and shop the latest designer bags, shoes, ready-to-wear clothing and accessories, all created in Paris. Shop now.

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Shop and view the latest Womenswear, Menswear, Shoes and Accessories Collections from the official JACQUEMUS website. Worldwide Shipping. Shipping to France

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Visit PRADA's official website and browse online our collection of designer clothing, shoes and accessories for men and women. Shop now in the UK.

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United Kingdom Official CELINE online store. Explore and buy all the latest collections: handbags, leather goods, ready to wear, shoes, jewellery and sunglasses

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https://en.wikipedia.org/wiki/Browns_(fashion_boutique)

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From Wikipedia, the free encyclopedia

Browns is a fashion boutique based in London, England. It was founded by Joan Burstein and husband Sidney in 1970. The flagship store was on London's South Molton Street but after 50 years moved to Brook Street in May 2021. In 2015, Browns was acquired by Portuguese online fashion company Farfetch.

Joan Burstein founded Browns with her late husband, Sidney, in 1970. Initially a small boutique housed on the ground floor at 27 South Molton Street, Browns grew rapidly expanding through five connecting Georgian townhouses. Their daughter Caroline Burstein founded Molton Brown before joining Browns as creative director in 1993. Their son Simon Burstein became CEO.

Known for discovering talents such as John Galliano, Alexander McQueen, Hussein Chalayan, and Christopher Kane, it also brought designers such as Calvin Klein, Sabine G., Armani, Ralph Lauren and Jil Sander to London. Browns has continued to support both young and established fashion designers.

In 2006, Joan Burstein (known in the fashion industry as Mrs B) received a CBE in the Queen's Birthday Honours List for services to fashion. Sidney Burnstein died in April 2010.

In May 2015, Browns passed from family ownership when it was acquired by the fashion website Farfetch. Joan Burnstein stayed on as honorary chair and her son and daughter Simon and Caroline retained seats on the board.

Browns includes Brownsfashion.com, Browns at 23-27 South Molton Street with Browns Focus at number 24, Browns at 160 Sloane Street and bridalwear stores Browns Bride, 12 Hinde Street and Vera Wang at Browns, 59 Brook Street. In October 2017, Browns East opened in East London

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https://www.wsj.com/articles/online-retailer-farfetch-buys-londons-browns-fashion-boutique-1431450911

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Online retailer Farfetch has purchased Browns, an iconic London fashion boutique known for introducing new fashion labels and pioneering bridal and menswear since the 1960s.

Farfetch plans to operate the store as an incubator for retail technology, in a project the company's founder and chief executive Jose Neves calls the "Store of the Future." The idea is to test new digital concepts including ways to manage inventory and evaluate shoppers' desires, all while continuing to sell to Browns' clients in fashion and luxury.

Copyright ©2023 Dow Jones & Company, Inc. All Rights Reserved. 87990cbe856818d5eddac44c7b1cdeb8

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Online Retailer Farfetch Buys London's Browns Fashion Boutique

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Online retailer Farfetch has purchased Browns, an iconic London fashion boutique known for introducing new fashion labels and pioneering bridal and menswear since the 1960s. Farfetch plans to operate the store as an incubator for retail technology, in a project the company's founder and chief executive Jose Neves calls the "Store of the Future."

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https://www.drapersonline.com/news/farfetch-acquires-london-boutique-browns

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https://www.vogue.co.uk/article/sidney-burstein-founder-or-browns-has-died

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SIDNEY BURSTEIN, co-founder of London's iconic Browns boutique, died on Monday.

A legendary retailer who remained actively involved in the business he launched with his wife Joan - known throughout the fashion industry as Mrs B - until the end of his life, Burstein kept abreast of all retail developments, successfully launching the Browns website eight years ago before most luxury retailers had registered their online potential. He was often sighted in the South Molton Street store chatting to customers until just a few months ago.

Born in London in February 1917 to a Russian father and Polish mother, Bursteinbegan his retail career with a lingerie shop in Kingston Applemarket called Wilbuer. He and Joan then went on to run Neatawear, a high street fashion chain.

Following the collapse of Neatawear in the Sixties, the Bursteins opened a shop on High Street Kensington called Feathers and - in 1970 - when their son Simon suggested to them that they buy a property on South Molton Street being sold by Sir William Piggott Brown, the Brownsempire was born.

The business now comprises five interconnecting stores on South Molton Street, as well as Labels For Less and Browns Focus across the street, a branch on Sloane Street, a bridal store and its most recent incarnation - Browns Shoes on Brook Street.

Survived by his wife Joan, his son Simon who now acts as CEO of Browns, and his daughter Caroline, whose role is creative director, Burstein died peacefully at home surrounded by his family.

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SIDNEY BURSTEIN, co-founder of London's iconic Browns boutique, died on Monday. A legendary retailer who remained actively involved in the business he launched with his wife Joan - known throughout the fashion industry as Mrs B - until the end of his life, Burstein kept abreast of all retail developments, successfully launching the Browns website eight years ago before most luxury retailers had registered their online potential.

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https://www.vogue.co.uk/tags/joan-burstein

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The latest Joan Burstein news and features. Explore British Vogue to find out more including articles on fashion, culture and lifestyle.

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https://showstudio.com/contributors/caroline_burstein

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Caroline Burstein founded Molton Brown with her then-husband-renowned hairdresser Michael Collis-in 1970. The business launched in London, on South Molton Street, in close proximities to her parents' fashion retailer, Browns, then only a year old.

After 23 years, and having built Molton Brown into a highly successful brand, Burstein sold the company in 1993 and joined the family business as creative director. In 2004, Burstein launched Browns Bride, bringing contemporary bridal designers from across the globe, such as Marchesa, Monique Lhuillier, Reem Acra, Mira Zwillinger and Elizabeth Fillmore to London for the first time.

Following huge success, Burstein continued to grow the bridal side of the business launching in 2011 Vera Wang at Browns; a stand-alone flagship store on Brook Street for Vera Wang couture bridal gowns.

Focusing on the streetwise youth culture in London, Burstein conceived and developed the Browns Focus store, located just across from Browns on South Molton Street, and in 2013 led the move and re-design of Browns Focus, bringing all of Browns flagship store under the roof of five connecting townhouses. Recognised as one of the world's most important fashion destinations, Burstein has been instrumental in building the business alongside her brother, CEO Simon Burstein.

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Caroline Burstein founded Molton Brown with her then-husband-renowned hairdresser Michael Collis-in 1970. The business launched in London, on South Molton Street, in close proximities to her parents' fashion retailer, Browns, then only a year old. After 23 years, and having built Molton Brown into a highly successful brand, Burstein sold the company in 1993 and joined the family business as creative director.

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http://www.thetimes.co.uk/tto/business/industries/retailing/article4438795.ece

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Browns, the boutique credited with bringing designer brands such as Calvin Klein and Giorgio Armani to London shoppers, has been sold by its founding family

A mainstay of the capital's fashion scene since 1970, the South Molton Street shop has been acquired by Farfetch, a digital luxury retailer that allows consumers to buy online from independent clothing stores, for an undisclosed sum.

Joan Burstein, who opened Browns with her late husband, Sidney, will stay on as honorary chairwoman, while her son and daughter, Simon and Caroline, will get seats on the board.

A favourite with chic shoppers, Browns is often cited for its founders' talent-spotting prowess - Mrs Burstein was among the first to snap up John Galliano, not to mention Donna Karan, Comme des

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Farfetch has an eye for talent and buys Browns fashion boutique

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Browns, the boutique credited with bringing designer brands such as Calvin Klein and Giorgio Armani to London shoppers, has been sold by its founding family A mainstay of the capital's fashion scene since 1970, the South Molton Street shop has been acquired by Farfetch, a digital luxury retailer that allows consumers to buy online from independent clothing stores, for an undisclosed sum.

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https://www.brownsfashion.com/uk/boutique/browns-east