In this episode, Christian Ward is joined by Hasna Kourda, founder of 'digital wardrobe' app Save Your Wardrobe, and Katie Baron, director of Consumer Engagement at Stylus, to discuss Gen Z fashion and retail trends – specifically the use of new tech tools that encourage more conscious consumerism.
Guests on this Episode
Hasna Kourda is the founder and CEO of Save Your Wardrobe – a personal management tracker app charting users' fashion behaviours, with the goal of stemming mindless consumption. In 2019, Kourda was named one of the Top 100 Women in Fashion Tech by London-based fashion tech organisation Women of Wearables.
Katie Baron is director of Consumer Engagement at Stylus.
Episode Discussion Points
- How does Save Your Wardrobe work? [1:05]
- How tracking tools help consumers be the best versions of themselves [2:27]
- How consumers are being more conscious in their consumption [6:40]
- The importance of community building [7:49]
- Why Gen Z are more complicated than people think [14:55]
- On the rising trend of brandalism [17:48]
- The power of nostalgia [20:00]
- Busting Gen Z myths [21:36]
- Are there any such things as trends anymore? [26:04]
- What will luxury mean in the future? [28:34]
- How to use gamification as an engagement tool [33:35]
On the impact of tracking tech on the way consumers see themselves
"There is a big discrepancy between how we think we are behaving, and the actual fact, and that acts like an eye opener. [As a result, consumers] are willing to take resolutions and take better actions towards a certain goal. There is a projection of ourselves that is different from what we are doing in real life." [4:15]
On the difference between millennials and Gen Z
"Gen Zers were putting a lot of effort and creative ways into arranging an item and putting it in the best light possible, whereas millennials and older generations would just put it on the bed and take a picture and move on. There is a big effort in styling and posing the right picture to make sure that the wardrobe looks at its best in this digital environment. It's as if there is a curation of what makes the cut into the digital wardrobe, and anything that doesn't fit that ideal image would be either donated or put aside." [5:30]
On consumer desire for more meaningful brands
The way they interact with brands is no longer about style. The monogamy of brands and having that loyalty – that used to be the case pre-Covid, and I remember a lot many brands were pushing for total looks. Now, there is a kind of crisis – the crisis in trust with brands, where [consumers] are more looking into what this brand is standing for, and how can [they] be part of that movement." [9:23]
On the death of the 'total look'
"The idea of a 'total look' doesn't work for many reasons. Because people don't really shop in that way, but also because now we're kind of seeing this idea of even individual items having their own audience, and the way that a tracker kind of concept like [Save Your Wardrobe] works is that actually [...] all of a sudden you will have fan bases around the whole item rather than a brand." [11:16]
On Gen Z's different attitude to fashion purchasing
"Gen Zers are taking a different approach to ownership. It's not really about rental or buying second hand. For them, the ownership goes with putting their own identity on top of the new purchase item. So it goes with personalisation, customisation, and those small things that would make that item one of a kind." [12:57]
On building relationships with consumers
Relationships, friendships, take hard work. So whether you are offering services showing you how to be a better consumer, because you can see that ethical impact of your clothes; whether it's showing you how to actually co-create clothes; whether it's showing you how to upskill or style; or whether even giving you opportunities to show your own creative pride on whatever level, it's going to have to be about those conversations, moving forward, for you to create loyalty." [24:08]