Gen Z reshaping the Streetwear Sneaker Market

Abstract

The digital world is reshaping the purchase of streetwear products across generations. The fashion-obsessed teenager has prompted marketers to enter an experimental market in which online content provides value and generates engagement. In recent years, streetwear has increased in popularity, changing from a more casual and everyday aesthetic to making appearances in high fashion. The study of the paper is on the impact of streetwear clothing on Generation Z and how social media brand portals have affected the customer-brand relationship. The need for an emotional connection as well as "human" brand features must not be overlooked as part of digital transformation.

The paper focuses on a streetwear style that incorporates a laid-back attitude, comedy or pop culture allusions, as well as a casual and enjoyable look. There is a growing interest in Gen Z for the streetwear market. This generation has different mindsets combined with a regular supply of new products, affordability, and aesthetics. This research tries to figure out why Gen Z is drawn to premium streetwear brands that are widely available. Skateboarding streetwear is a style that emphasises a relaxed, carefree vibe with an anti-establishment edge and has gained a lot of popularity among Gen Z. The demand for comfort over aesthetics has spawned this year's trend. Sneakers  are one of the most selling products among Gen Z. Function has taken precedence above aesthetics for Generation Z. The most remarkable thing about Gen Z's shopping habits is that they're all influenced by social media and catered to buy the cheapest possible new crop of ultra- fast-fashion.