Gen Z and Millennials 2023 report

Click here to read the full report

Drapers’ Gen Z and Millennials report is here to help fashion business leaders understand the next generation of consumers and build strategies to attract and retain this increasingly influential cohort of shoppers.

Analysing data from an exclusive survey of 2,000 UK adults, this research continues to unpick Gen Z and millennials’ evolving shopping habits and preferences, alongside insight on where brands and retailers should be focusing their time, energy and investments to futureproof their businesses.

In the five years since this annual deep dive first launched, Gen Z and millennial shoppers have become even more difficult to clearly to define. More than ever, this survey decodes their complications. In partnership with BigCommerce, this year’s report identifies, tracks and analyses their most important evolutions, from the growing importance of mobile-first omnicommerce, to their surprising likes (and dislikes) about bricks and mortar stores, as well as what really matters to them when it comes to sustainability, data collection, the metaverse and the cost of living crisis.

You might not think of Gen Z or millennials as your target customers today. But ignore them at your own risk. As these two generations mature, their influence – and spending power – will grow. Understanding them now will set you up for continued success.

Click here to read the full report

The 2023 report covers:

Shopping preferences and channel mix

How do Gen Z and millennials shop, which channels do they prefer, which channels do they actually use the most, and what delivery options are most popular?

Digital likes and dislikes

What do Gen Z and millennial shoppers like and dislike about shopping in stores and online, and what would they like more of?

In store insights

Post-pandemic, our data shows these shoppers are keen on store shopping. But what do they enjoy most about it, and what would they change?

Loyalty and data

What makes Gen Z and millennial shoppers loyal to a fashion brand or retailer, and return to buy more? And with loyalty initiatives in retail often relying on the use of data, how do they feel about the information being collected about them?

Sustainability, resale and rental

The recommerce – or resale and rental – market continues to go from strength to strength with Gen Z and millennial shoppers, and as we will see, more and more brands and retailers are exploring and investing in these areas.

The cost of living

The cost of living crisis continues to have a significant impact on consumers. While some prices are starting to fall, many consumers are still being hit hard by rising mortgage costs, as interest rates remain high. How is this impacting how Gen Z and millennial consumers feel about shopping for fashion?

Future tech

The metaverse and NFTs (non-fungible tokens) have been less hyped this year, but awareness of and openness to virtual environments is still growing among consumers.