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Generation Z, whose socio-cultural effects are increasingly being felt today, is taking the first place in the marketing strategies of brands. Research reveals that Generation Z consumes everything quickly and that it is necessary to create new trends to keep their interest alive constantly.

TURKEY - The Rise of the Generation Z Consumer survey conducted by the International Council of Shopping Centers (ICSC) reveals that this generation follows customer feedback from reviews, makes price comparisons, catches opportunities by following instant discounts and can distinguish quality products more easily in online shopping. Recep Sabri Korkmaz, Founder of Shout, a clothing brand that creates original designs that appeal especially to Generation Y and Z, evaluated the fashion expectations of Generation Z and gave tips on street fashion for 2024. 

According to ICSC's survey, 95% of Generation Z prefer to shop online. The rate of those who are willing to pay extra for convenience and speed in online shopping is 48%. Stating that 85% of young people are influenced by social media platforms such as TikTok and Instagram, 54% buy products by examining the brands' websites.  Recep Sabri Korkmaz said, "We can say that Generation Z has started to shape the sectors with its economic adaptation to daily life. Generation Z, which cares about sustainable products, also consumes entertainment, social media, fashion and more at lightning speed. It is necessary to constantly create new fashion trends to attract the attention of Generation Z." 

"Generation Z can follow campaigns instantly and buy quality products at affordable prices"

Underlining that Generation Z has mastered every opportunity of the digital age, Shout Founder Recep Sabri Korkmaz said, "Generation Z, which has started to shape many sectors today, is very conscious. Since they have mastered all kinds of possibilities of the digital age, they can buy quality products and campaigns at a more affordable price by following the campaigns instantly. We are constantly creating campaigns and announcing special campaigns through our mobile application. We are also extra flexible about returns and exchanges." 

Stating that they constantly research and follow world fashion closely in order to keep up with Generation Z, who follows the latest trends, Recep Sabri Korkmaz said, “We use 100% organic, certified and specially produced fabrics in our products such as T-shirts, kimonos, hoodies, shorts and jogger pants. We use water-based printing techniques in our prints and work with illustrators from all over the world. We prefer illustrators from the relevant country in accordance with the concept of the drawings we use in our products. Because we think they understand that story best and will translate it into design in the best way. We share our products with our customers before they go into production. "These works excite and attract the attention of our target audience," he said.

"In 2024, we could see a revival of retro and nostalgic styles"

Shout Founder Recep Sabri Korkmaz, who stated that trends are constantly evolving with renewed designs with the Z generation, which attaches importance to comfort and elegance, also gave the following information about the street fashion trends of 2024, "Our preparations for 2024 are complete. Fashion often switches between trends, and in 2024, we are likely to see the revival of retro and nostalgic styles from previous decades, such as 90s grunge, 80s chic or 70s bohemian style. Natural and soft earth colors, delicate shades such as lavender, blush pink, baby blue, and bright and energetic shades such as bold and vibrant electric blue, neon green and fiery red will take their place in 2024 street fashion. While silver, gold and copper will sparkle, classic, timeless colors such as indispensable beige, ivory and charcoal will be used. Of course, we can say that oversized clothes will be among the most indispensable of 2024."