Global design consultancy FITCH has conducted an international study in Europe, Russia and China to learn what influences purchasing behaviours of younger people aged 14-19, a so-called Gen Z. It was discovered that these shoppers, who represent the most culturally diverse type of consumers today, has their own “Five-point path to purchase.” The study is based on ethnographic interviews and first-hand feedbacks as well as design-focused observations.
China
Adidas celebrates women with a new campaign dubbed “all in for #mygirls,” which is rolling out across the globe as part of the brand’s biggest marketing campaign “all in” started in 2011. The brand kicked off the new girls-focused promotion on March 8 to coincide with International Women’s Day, celebrated in some countries.