Now, it's all about Generation Z, the tween-teen crowd that is on track to become the largest generation of consumers in the US by 2022, with spending power north of $140 billion. Born between the late-‘90s and 2010, this crop of cool kids is the first generation to have grown up exclusively in a digital world. They browse the web and while they do make some purchases online, they still love to shop and purchase clothing in stores.

 

This is as wake-up call for the fashion world and it’s time to cater to the newest and biggest generation in America. For retailers, they are dream consumers; for authentic brands, they are secret weapons. They differ from millennials in that they value things over experiences and they gravitate toward brands that promote a diverse, healthy and above all, authentic vision. The old rules that the fashion industry has lived and died by (like status symbols and mass trends) ring hollow to them.

 

Before you dismiss them as too young or too connected, take note that Gen Z are tackling today’s “standards” of size, race, and gender; they’re starting trends, rather than following them and they’re creating conversations around topics like sustainability and the environment. And, despite their varying accomplishments, they all agree: a healthy lifestyle and freedom of self-expression through comfortable, casual clothing is not to be taken for granted. In fact, they take it very seriously.

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These days, if you’re going to successfully market brands to digitally savvy Gen Z consumers, you must utilize the latest technologies and the hippest channels to forge meaningful messages and lasting relationships that delight and inspire. Brands that can fuse tech innovation with marketing smarts to drive interest and sales will be the real winners in this brave, new world. Google CMO Lorraine Twohill, sums it up best: “Know the user, know the magic, connect the two.”

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american valentine has been designed for girls, by girls, so we certainly know the user and we can definitely make the magic. Now, we would like to extend a very special invitation  to work with us to bring american valentine to the marketplace. This is an unprecedented opportunity to disrupt the retail industry and reach one of the most important demographics in retailing history with a healthy, lifestyle brand designed exclusively for Gen Z girls.