WHAT IS GENERATION Z?
According to Wikipedia, “Generation Z, or Gen Z for short, are the demographic cohort succeeding Millennials and preceding Generation Alpha. Researchers and popular media use the mid-to-late 1990s as starting birth years and the early 2010s as ending birth years. Most members of Generation Z are the children of Generation X and sometimes millennials.” It is the representatives of this generation that are the first demographic group to gain wide access to smartphones with its all kinds of an abundance of social networks and e-shopping. Compared to previous generations, Generation Z is more concerned about educational opportunities and future employment prospects and often interested in science, innovative technologies, and modern art. Additionally, Generation Z has established itself as a generation focused primarily on sustainability and an eco-friendly fashion experience. But how does this “digital generation” change the practice of fashion?