INSIDE THE FASHION INDUSTRY – Creating a Relevant Fashion Brand for Millennials & Gen Z

Gen Z has changed consumer behavior. That cannot be denied! However, as much as Gen Z have turned into a powerful generation with a (very) strong opinion, we cannot deny the millennials are still the main influencers of nowadays lifestyle, customer behavior and, obviously, fashion. The VMAs 2025 were a great proof of that! But in between two different generations with such different personalities, how can emerging designers focus on developing a brand that is relevant (and profitable) for both of them? Let’s take a look into that.

Millennials, who grew up during the rise of digital media and globalization, value authenticity, quality, and experiences. Their fashion choices are often linked to self-expression, but they also demand transparency and accountability from brands. Gen Z, on the other hand, is a fully digital-native generation, shaped by TikTok trends, fast-moving aesthetics, and an even stronger demand for inclusivity and sustainability. For them, fashion is not only about what you wear, but also about what the brand stands for socially, politically, and environmentally.

The challenge for emerging designers today lies in balancing these two perspectives. Millennials respond well to storytelling, heritage, and purpose-driven branding, while Gen Z wants immediacy, boldness, and constant innovation. Brands that have successfully managed to bridge this gap often combine timeless values with modern, fast-paced engagement strategies. For instance, Gucci under Alessandro Michele became a prime example of connecting with both generations by reviving vintage-inspired aesthetics that millennials loved, while simultaneously embracing gender fluidity and meme culture that spoke directly to Gen Z. Similarly, Nike has mastered cross-generational appeal through innovation in product design and impactful campaigns such as “Dream Crazy” with Colin Kaepernick, which resonated with Gen Z’s activism, while still maintaining loyalty among millennial consumers.

On the other side of the spectrum, some brands have had to completely reinvent themselves to remain relevant. Abercrombie & Fitch, once known for its exclusionary image, faced a steep decline when consumer values shifted toward inclusivity and body positivity. The brand’s rebranding strategy, centered on diversity, authenticity, and affordable modern basics, has successfully repositioned it among both millennials and Gen Z, with sales and cultural relevance bouncing back significantly in recent years. Another notable example is Burberry, which refreshed its image with Riccardo Tisci’s creative direction and campaigns centered on digital engagement and streetwear, appealing to a younger audience while keeping millennial consumers interested in its heritage.

For emerging designers, the lesson here is clear: building a relevant fashion brand today means creating an identity that is flexible yet consistent. It requires an understanding of how millennials seek meaningful connection with brands while Gen Z demands speed, visibility, and clear stances on social issues. Brands that combine these values (quality, sustainability, inclusivity, and cultural relevance) are the ones that manage to thrive across generational divides.

I’ve worked with many emerging designers, guiding them through building business strategies that allow their brands to stay profitable even during times of constant change in consumer behavior. If you’re ready to create a brand that resonates with both Millennials and Gen Z while staying true to your vision, you can schedule a free 30-minute strategy call with me through the link below:

Book Your Free Strategy Call

References:

• Burberry – Brand Reinvention and Digital Strategy (2022) London Business School

• Abercrombie & Fitch – Transformation Strategy & Financial Updates (2023/24) WREGabercrombieandfitchcompany.gcs-web.com

• Burberry – Refreshed Digital Experience (2023) Burberry Plc Corporate