• Background •
According to fashion trends reports published by Klarna Insights, under the influence of Gen-Z, more consumers are looking for gender-neutral appral, and retailers are looking to meet that demand.
3 in 10
have already purchased a fashion item outside their gender identit.
~ 1 in 2
female fashion shoppers shop in the men’s department, including 20% equally as much in the men and ladies’ department.
7 in 10
are looking to purchase more gender-fluid clothing items in the future.
Our client – AG Group and Eidos are explorating ways to turn inclusivity into action, and help brand growth with the evolving customers needs.
Is there a way for brands and retailers to signal to consumers that they match their values and their demand for clothing outside of the traditional gender binary? And is there a way to use this "signal" to encourage retailers to be more proactive in this space?