Generation Z want to see authenticity in their fashion brands, but what does this mean?
![Generation Z want to see authenticity in their fashion brands, but what does this mean? Generation Z want to see authenticity in their fashion brands, but what does this mean?](https://marcommnews.com/wp-content/uploads/2019/10/Shopping-701x465.jpg)
New research has highlighted how fashion and sportswear brands can define ‘authenticity’ to Generation Z. According to UK consumers aged 16-24, it’s about caring about their customers (71%), a good range of clothes (71%), being true to their values, being friendly, and caring about their employees (all 66%). However, younger audiences in the UK are […]