Agenda-setting intelligence, analysis and advice for the global fashion community.
The eldest members of Gen Alpha may only be just starting high school, but fashion is already thinking about what — or who — is coming next.
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Gen Alpha has become increasingly captive with beauty, but as their preferences and purchasing power changes, beauty labels need to find the right mix of messaging and product to keep them coming back for more.
For many brands, now is the time to start building awareness with Gen Alpha, which is poised to become a spending powerhouse, and video games may be the best place to start creating those connections.
Many high-end brands are struggling to connect with young consumers, who are either bored by dated marketing, turned off by high prices or both. Time is running out, as Gen Z is poised to dominate luxury spending by 2030.
Joan Kennedy is Correspondent at The Business of Fashion. She is based in New York and covers beauty and marketing.
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