NEW YORK — When contemplating what women shoppers want, brands and retailers must consider how years past have affected the landscape and what consumers are increasingly prioritizing.
During a panel moderated by Jennifer Woodring, vice president of customer experience and brand collaborations,, at the Women in Luxury eConference on June 16, retail leaders discussed how consumers are reverting to trends like dopamine dressing, dressing up and returning to in-store shopping. Younger shoppers are defining what the woman of the future wants, which stems back to sustainability strides and interaction with brands using technology.
Women are enjoying"dopamine dressing" – a type of revenge dressing where one chooses to wear clothing that benefits their mood. Consumers are also enjoying the return of going out, fashioning dresses and high heels. Creating a positive in-person shopping experience can help build consumer loyalty and connect customers to omnichannel experiences, leading to more profit for brands.
“Just start talking and listening to customers, and really trying to find those killer insights that are going to set you up to be able to deliver something that is special and unique and mind-blowing for them,” said Lyst’s Ms. Lubin.of the luxury market by 2025. With trends like dopamine dressing and a return to dressing up, many consumers in these age groups want to showcase their looks and connect with brands, with the Internet remaining the ultimate means to do so.
According to the 2022 insights report from marketing agency Adolescent Content, 78 percent of Gen Z is skeptical of brands’ commitments to equity, diversity and sustainability — indicating that they do not trust them. To foster a mutually beneficial relationship with Gen Z consumers, brands must recognize their weaknesses, realign their values with today’s consumers and reimagine what it means to be a brand that can withstand shifting cultural tides .
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