"It's no surprise that Gen Z has been a top priority for marketers in recent years. This new generation of consumers is not only challenging traditional fashion marketing strategies but also rewriting its rules entirely," said Alison Bringé, chief marketing officer of Launchmetrics.
"Our findings showcase how in today's fast-paced digital world, staying agile means measuring data to your advantage to ensure your strategy and execution resonate," said Bringé.
According to the study, premium brands have demonstrated the most gains in connecting with Gen Z. Launchmetrics found that premium brands have seen the biggest growth in Media Impact Value (MIV) since the pandemic.
In 2023, the top 10 premium brands in terms of MIV - 60% of which are American - are, in order, Skims, Calvin Klein...
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