Fashion brands are increasingly targeting college students through tours to enhance brand awareness and make direct connections with Gen Z shoppers seeking unique in-person experiences.
Draper James, traditionally appealing to an older demographic, is pivoting towards younger audiences through a college tour designed to establish long-term brand loyalty, according to VP Piper Parsley.
Rent the Runway's university tour aims to integrate itself as a prime option for student events, showcasing their offerings directly to a college audience seeking fashionable formal wear.
With estimates suggesting Gen Z's global spending could reach $12 trillion by 2030, brands are capitalizing on this economic shift through direct engagement strategies on college campuses.
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