What products are college students choosing today, and what does that mean for your business? Gen Z (born after 1997) and the younger Alpha generation are changing the rules of the game — and you should understand them in your business.
The shopping experience as a social experience
For Gen Z and Alpha, it's not just about functionality – shopping is entertainment, a way to travel on social media, a stylish selfie moment or a group activity with friends. If your e-shop or brick-and-mortar store does not offer a visually attractive space or platformwhere people can "show off", you lose touch with an interesting target audience.
Prices may be low, but pressure is high
- Platforms like This, Shein whose Romwe stands out precisely because of its ultra-low prices – as many as 53% of respondents said they had shopped there in the last year.
- On the other hand, 13 % young people prefer second-hand and recycled clothing (e.g. from Depop, Poshmark), which for them is more of a sign of authenticity than savings.
- But branded items still have their place – especially in discount stores.
Practical implications for you
1. Think multi-channel
Gen Z praises the ability to mix online and in-store shopping – going to try on products but then ordering them via an app or social network.
2. Become relevant on social media
Involve influencers, encourage customers to share their outfits with your product (for example, with the hashtag #zpetdoskoly). Longer brand life often depends on social visibility, especially among younger generations.
3. Be transparent – both in terms of price and ethicsy
Branded fast fashion sells, but Gen Z values authenticity. If you offer sustainable goods (printed, eco-sewn, second-hand) or openly show the impacts of production, you gain trust points.
Business tip: 3 specific campaigns for Generation Z
1. "Take a picture of your outfit" from your store
🧑🎓 For whom: fashion boutiques, second-hand stores, e-shops with clothing
📸 How to do it:
- Create in store stylish selfie corner (mirror, LED lights, hashtag on the wall).
- Invite customers to take a photo of themselves in their outfit and share it with your hashtag (#backtoschoolbiznisa, #mujstyl).
- Choose the best photo every week and reward it with a discount or voucher.
🎯 Why it works: Gen Z values self-presentation. When they show off to you, they involve you in their identity.
2. "Back to school for 999 CZK" – affordable packages
🎒 For whom: stationery, shoes, school supplies, sports shops
📦 How to do it:
- Assemble pre-prepared packages – e.g. backpack, notebooks, pencil case, sneakers.
- Offer a choice by style (“urban”, “cool & pastel”, “eco & natural”)
- Add the option to get a package edit online and pick up in store.
🎯 Why it works: The package simplifies the decision-making process for parents, but the style and personalization will also appeal to teenagers themselves.
3. "A second chance for your clothes" - exchange zone
♻️ For whom: second-hand stores, textile stores, accessory retailers
♻️ How to do it:
- Create a small zone where customers can bring old clothes and exchange them for something else.
- Alternatively, offer discount for purchase – bring 3 old pieces, get 20 % discount.
- Communicate sustainability values.
🎯 Why it works: A combination of authenticity, savings and style. And it also helps the planet – that's what you want!
