Fashion and hype

According to PWC data, 18% of people under 35 spend more than a third of their income on clothing. The official sneaker market alone is expected to be worth nearly $100 billion in 2024. And already in 2020, the platform StockX—a unique marketplace for coveted sneakers—handled a billion dollars in transactions.

Why watch the episode?

• We’ll divide Generation Z into two types of consumers: those interested in sustainability and slow fashion, and those who prioritize being trendy. We’ll use this division in future episodes as well. 
• We’ll look at the retail models fashion and beauty brands use to reach Generation Z.   

What will you take away?

• We’ll show who the main trendsetters for Generation Z are in the Czech Republic and abroad. 
• Using examples from brands like Nike, Brandy Melville, and Depop, we’ll demonstrate which strategies work on Generation Z if you have a lifestyle brand. 
• We’ll explain terms like resell, StockX, Morphe, Virgil Abloh, Supreme, Highsnobiety, SNKRS, Hypebeast, genderless, Jordan 1, VSCO girl, and why they are defining for Generation Z.

Who is Pavlína Louženská?

Pavlína Louženská used to believe in unicorns, but now she’s learned to believe in herself. And in the idea that together we are stronger. That’s why she founded the group #HolkyzMarketingu, which today has over 25,000 members. She has long focused on product, marketing, and business for tech startups and fashion brands. She is a Lead Mentor for Google for Startups in Europe and Africa, and you can also find her in many other accelerators. She is a board member of Transparency International, a certified Google trainer for Design Thinking, and regularly trains on how to approach product, marketing, and trends. She has received the Young Transatlantic Innovative Leaders Initiative Fellowship, Czech-German Young Professionals, and Aspen Institute Young Leaders scholarships. She regularly writes for Marie Claire and Heroine.