Fast-fashion giant Zara has launched a genderless section on its e-commerce site in response to major attitudinal shifts regarding gender diversity, heavily influenced by Generation Z (aged six to 21).
With 81% of today’s teenagers worldwide stating that “gender doesn’t define a person as much as it used to” and 60% of people aged between 14 and 34 believing that gender lines are blurred (Innovation Group, JWT 2015), the conversation around identity is now key for the apparel industry.
Zara’s ‘ungendered’ section features a unisex fashion product range straddling T-shirts, tank tops, jeans, sweatshirts, jogging pants and sweaters – all modelled by both women and men. Currently available online only across all of its operating territories, the new section appears to be a pilot scheme that could potentially pave the way for genderless in-store shopping experiences at Zara flagships.
In March 2015, the London destination of UK department store Selfridges trialled a similar initiative. Its gender-defying concept store, Agender, was an experimental space for genderless fashion, accessories and beauty, which the brand has already hinted may translate into a permanent concept at a later date. For more, see Content Culture Fuels Editorialised Retail in our Contextual Commerce report.
For more on the wider diversity discussion, see GapKids x Ellen Degeneres, & Other Stories Transgender E-Comms and Valentine’s Strategies 2016: Digital & Experiential.