Stephanie Somar
Research 2
Peer Review
8/3/21

My peer review experience was overall very helpful and beneficial to my research experience. I had the pleasure of working with Cherie, someone who has been in the industry for years, and can tell me firsthand how things have changed. I really value her insights on reaching out to different people, not just in the fashion industry, and getting their internship experience review. Cherie was definitely helpful in my journey and feel that her topic as well definitely taps into the younger generation and different ways to reach them.

3 issues with thoughtful feedback and/or recommendations

I know the paper will dive deeper into talking about legacy fashion brand Ralph Lauren as an example, would any other brands be included to show how these legacy houses are tapping into reaching/targeting a gen z consumer?

Are there any current examples of a legacy brand that is succeeding in bridging the gap between the various generations, and has stood the test of time (LV comes to mind as universally appealing to everyone)

How will a legacy brand be able to gauge the exact values and consumer habits and motivations of the gen z target base? What will be measured when evaluating their values.

3 highlights (strong points)

“Experience, not things is a new form of status”

Especially “post pandemic” consumers want to go out and experience things, not just buy. We have all sat around our computers and televisions for a year online shopping. Especially during the spring and summer seasons, consumers want to be out and taking in all they can before it has to go away again. I think creating memorable and personal experiences will be the future in grabbing an audience’s attention.

“With Legacy brands closing their doors at a faster pace than we have seen in decades, it is more vital than ever for them to step up their game in order to survive”

I am curious to see how legacy brands fair during this post pandemic world, and how they plan to step up when it comes to attracting consumers of all ages (especially the gen z consumer base)

I do think legacy brands need to “come back down to earth” a bit, and reassess how they are being perceived in the industry. I do understand that some brands want to keep the traditionality of “if you know you know, and if you don’t then you’re missing out” however with times shifting more towards an inclusive nature, is this exclusive way of thinking jeopardizing their entire business model?

“Additionally, these digitally native consumers seem to have an influence on older generations, including members of their own household, which in turn means that they can also shape the buying decisions of a much larger population”

Because they are so tech and digitally savy, this new generation does have a lot of influence over what purchases are made in the household. There are designated amazon prime orders in my household that help keep everything running. Because gen Z and the younger generation grew up with these technologies and it is quicker for them to adapt, it is quicker for them to press that instant checkout button, or scan their apple pay app on their phone.

The younger generation can also be more boisterous over the decisions in what is bought in their household. I know that my sister and I have made the push for biodegradable and eco-friendly plates, napkins, and cups when possible.

Additional considerations and recommendations.

I think Cherie’s topic is definitely interesting and eager to see how she plans to gauge the exact consumer values of the gen Z generation. I definitely think brands have a missed opportunity when trying to connect with the younger customer, especially the legacy fashion houses that may deem that they are “above” that sort of thing.

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