Germany Gen Z Fashion Shopper: 2025
Fashion holds unparalleled importance for Gen Z, with 53% viewing it as their most vital tool for self-expression.
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EXECUTIVE SUMMARY
- What you need to know
- Opportunities
- Outlook
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OPPORTUNITIES
- Enhance emotional connections with Gen Z
- Gen Z don’t buy brands – they align with them
- Understanding the Gen Z conundrum
- Build tribes that thrive in retail
- Empower Gen Z’s individuality
- Anchor Gen Z with nostalgia
- Why nostalgia rises in uncertain times
- Win Gen Z over with archive collections
- Further steps into the trend
- Drive positivity and sales through social media
- Embrace consumer-driven engagement
- Drive Gen Z engagement through micro-influencers
- Building trust in a distrustful world
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CONSUMER
- Frequency of fashion purchases
- Half of Gen Zs shop at least twice a month
- Graph 1: how often Gen Zs shop for fashion for themselves, 2024
- Leverage Gen Z’s high shopping power
- Graph 2: how often Gen Zs shop for fashion for themselves, by generation, 2024
- Who pays for fashion purchases
- Tap into Gen Z’s mix of independence and shared buying power
- Graph 3: funding of Gen Z’s fashion purchases, 2024
- Address Gen Z and their parents
- Connect with Gen Z values beyond fast fashion
- Graph 4: funding of Gen Z’s fashion purchases, by age group, 2024
- Sources of inspiration
- Retailer websites are a major source of inspiration for Gen Z
- Retailers are the main source of inspiration for Gen Z
- Graph 5: Gen Z’s sources of fashion inspiration, 2024
- Seamlessly inspire across online and offline channels
- The importance of social media
- Social media is an increasingly important source of inspiration
- Virtual influencers hold appeal for Gen Z
- AI-powered campaigns and influencers
- Nostalgic influence
- Gen Z’s main fashion inspiration: the 2000s
- Gen Z’s main fashion inspirations: the 2000s
- Graph 6: decades inspiring Gen Z’s fashion choices, 2024
- What is Y2K fashion?
- Juicy Couture’s retro pop-up in Berlin boosted online engagement
- Y2K style icons
- ‘Y2K’ posts rise in times of crisis
- Gen Z rules as fashion’s trendiest generation
- Graph 7: sources of fashion inspiration, any rank, by generation, 2024
- Levi’s introduces archive collections featuring Bob Dylan’s favourite styles
- Louis Vuitton revives iconic Murakami collaboration with Zendaya
- Reviving a vintage ‘it’ bag
- Gen Z fuses retro with modern for a bold style
- Capitalise on Gen Z women’s love for second-hand fashion
- Graph 8: Gen Z consumers who select ‘second-hand’ as a fashion preference, 2024
- Fashion preferences
- Gen Z’s fashion preferences vary widely
- Graph 9: Gen Z’s fashion preferences, 2024
- Attract Gen Z with hybrid collections blending minimalism, functionality and high-end fashion
- How income shapes Gen Z’s preferences for luxury, fast or second-hand fashion
- Graph 10: Gen Z fashion preferences, by age and income, 2024
- Gen Z’s fashion preferences evolve with age and income
- Luxury fashion holds strong appeal for Generation Z
- Graph 11: preferences for luxury fashion, by generation, 2024
- The power of collaborations
- Stand out in luxury retail with multi-dimensional strategies
- Graph 12: Gen Z consumers who prefer luxury fashion, by income, 2024
- Key elements of modern luxury
- Tap into older Gen Zs’ preference for athleisure to drive fashion innovation
- Athleisure meets luxury fashion
- Attitudes and behaviours
- Fashion is the most important tool for Gen Z’s self-expression
- Graph 13: consumers who find that fashion is the most important tool with which to express themselves, by generation, 2024
- Bershka’s online custom lab
- Personalisation space at adidas’ Berlin flagship store
- Trustworthy peers
- Peers are the most trusted fashion advisors for Gen Z
- Balance transparency and trendiness
- Graph 14: attitudes towards fashion, 2024
- Mended x Armedangles
- Gen Z connects with fashion through social media
- Graph 15: Gen Z’s behaviours towards fashion, 2024
- Win over Gen Z with social-media-driven fashion campaigns
- Address high-frequency Gen Z shoppers to encourage them to influence their peers
- Graph 16: Gen Z high-frequency shoppers, by behaviours towards fashion shopping, 2024
- Urban Gen Zs in Germany are far more strongly influenced by social media
- Graph 17: Gen Zs who buy fashion items after seeing them on social media, by area, 2024
- Jan Urbanek, Principal Tech Analyst, Germany
- Gen Z is highly engaged with fashion brands’ social media posts
- Graph 18: consumers who comment on social media posts from fashion brands, 2024
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MARKET DRIVERS
- Transition into adulthood
- Graph 19: financial situation of Gen Zs, by age group, 2024
- Graph 20: selected living situations of Gen Z, by age group, 2024
- Higher financial confidence…for now
- Mobile-first online fashion shopping habits will shape the future
- Graph 21: online fashion shopping channels (excluding in-store and other methods), by generation, 2024
- Social media influences
- Inclusive and ethical self-expression
- Sustainability and second-hand items
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APPENDIX
- Report scope and definitions
- Products covered in this report
- Abbreviations
- Generations
- Methodology – consumer research
- Consumer research methodology
- Infegy Atlas – full list of search terms used
- A note on language
Fashion holds unparalleled importance for Gen Z, with 53% viewing it as their most vital tool for self-expression. This perspective drives high shopping frequency, making them a key demographic in fashion retail. Aligning with their values – sustainability, community and transparency – is not just a matter of catering to preference but a requirement for long-term engagement.
As Gen Z transition into adulthood, balancing fashion expenses with increasing financial responsibilities may impact up to 68% of these consumers – the proportion of the cohort who currently share their fashion costs with parents or partners. Changes in their financial circumstances could drive them to explore alternative brands. To avoid this gap, strategically bridge the gap between Gen Z’s aspirational values, such as inclusivity and environmental consciousness, and their evolving financial autonomy.
The opportunity for brands that invest in fostering loyalty now is significant. As Gen Z enters the workforce and gains full financial independence, those that have established authentic, values-driven connections will gain a competitive edge. With 60% of this generation discovering new fashion through social media, leveraging technology to build community and enhance engagement is key.
This report looks at the following areas:
- How frequently Gen Zs shop for fashion and who covers the cost
- Financial dynamics affecting Gen Z fashion purchasing power
- Current trends influencing Gen Z fashion preferences in Germany
- Sources of fashion inspiration
- The impact of social media on Gen Z’s fashion shopping behaviours
- The role of nostalgia in Gen Z’s fashion choices
- Opportunities for brands to align with Gen Z’s values
- Predictions for future shifts in Gen Z fashion shopping habits
For Gen Z, fashion shopping is tied to beliefs, community and purpose. As their financial responsibility grows, fostering loyalty becomes essential.
Silke Lambers, Principal Analyst – Fashion, Germany
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