Shopping e gen Z, McArthurGlen Italia presenta l’indagine condotta in collaborazione Bva Doxa

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(Adnkronos) - McArthurGlen Italia ha presentato il primo Osservatorio Moda e Generazioni “Fashion & Identity – Vestirsi senza infrastrutture”, un’indagine esclusiva realizzata in collaborazione con Bva Doxa. L’indagine è solo il primo passo di McArthurGlen in un percorso di realizzazione di Osservatori e studi che offrano uno sguardo sempre più lucido, attento e consapevole sulle dinamiche sociali e di consumo dei suoi pubblici di riferimento.

Transcript

00:00MacArthur Glenn Italia has presented in Milan the first fashion and generations observatory

00:09entitled Fashion and Identity, dressing without infrastructure, an exclusive investigation

00:14carried out in collaboration with BWA DOXA, with which MacArthur Glenn Italia wanted to

00:19understand more in depth the social and consumption dynamics of its reference audiences, among

00:24which the new generations and in particular Generation Z stand out more and more.

00:29This observatory is important to us for a whole series of reasons, certainly it is

00:35important to understand even more in depth what are the choices of our consumers in

00:41fashion, but above all to understand why they make certain choices, and this is important

00:46for us because it can certainly direct all that is our investment strategy, our

00:51marketing strategy, and certainly it can make us stay closer and understand even

00:56more all those who are the people with whom we come in contact and who are the subject

01:00of this investigation. Thanks to the offer of an experience that goes beyond just

01:04buying, the physical store remains central also for the shopping of the new generations,

01:09but the digital shop windows are still a great source of inspiration.

01:14Among the most interesting data is certainly the data that tells us what is the dualism

01:20between the shop windows, which continue to be an extremely important source of inspiration,

01:25and what is the world of social networks, which is certainly playing a decisive role

01:30in the various facets and in the various social networks that become diversely stimulating

01:35for the various generations, but which are certainly playing an extremely important role

01:40both in the construction and in the inspiration of what is the external identity.

01:45Sociologist Mauro Ferraresi explains how the social and digital media context increasingly

01:50influence the stylistic choice of people.

01:53The media context, the social context, the digital context,

01:58influences more and more the stylistic choice of people, but I would like to clarify that

02:03it does not influence them in a passive sense, that is, we are no longer just passive targets,

02:08but we are active actors in our choices, because the interactional capacity of the digital world

02:18allows us to propose our own little choices, that is, we all become a little bit

02:23small stylists of ourselves. This is something that was allowed to us by the advent of the digital.

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