New report reveals an appetite for gender-fluid fashion amongst Gen Z

Data from UNiDAYS uncovers what the digital generation think about gender fluid fashion, and their priorities as consumers

  • Gen Z are the biggest generation globally, with $2BN in direct annual spending power and 40% representation of total consumers
  • Survey conducted by UNiDAYS of 4,624 students across UK, Australia and USA to understand Gen Z consumer priorities
  • More than two thirds of British respondents (67%) believe there should be more equality and inclusion in fashion
  • The majority of Gen Z (80%) said they care about how clothing looks and feels, while only 34% care about how they are labelled

What are Gen Z’s fashion priorities?

The majority of respondents (80%) said the look and feel of clothing is their top priority when purchasing. They also don’t want to spend more on gender-neutral clothing, which is unsurprising when a huge proportion of Gen Zs say they are stressed about money. And while only 34% said that they cared about how their clothing is labelled, the majority (65%) think that brands should provide the option to be able to search for gender-neutral clothing. 

Source: UNiDAYS

Many feel minority groups are overlooked by the mainstream fashion industry. Almost half of those surveyed (49%) from the UK support the inclusion of non-binary and trans models in the fashion industry. The majority of respondents are sceptical about brands’ motivations for being inclusive however, with 57% stating their efforts have come across as tokenistic.

Learning the language

Understanding and respecting trans and non-binary pronouns is important to Gen Z, as it ensures everyone in the LGBTQ+ community feels respected and included. More than two thirds of British respondents (67%) believe there should be more equality and inclusion in fashion, from the collections offered through to the models used, and the employees serving in stores.

While the term ‘unisex’ is often used interchangeably with ‘gender fluid’, and many fashion brands use the term ‘unisex’ to describe or name their gender-neutral collection, Christina Zervanos, head of public relations at The Phluid Project, says: “The non-binary consumer combats the word unisex because it has the word sex in it. For a lot of people, it speaks to sexuality when it’s about how you identify yourself”. 

Gender fluidity isn’t just a trend, it’s a movement that will continue to transform the face of fashion. Especially at the hands of Gen Z. The next generation of consumers aren’t simply looking for interesting, genderless clothes to wear. They’re searching for fashion brands that are true allies. That live and breathe diversity, inclusion and equality, who understand what gender-fluid fashion truly means to the LGBTQ+ community and everyone else in between.

Viviane Paxinos, general manager at UniDays, said in a statement: “Our report clearly shows that Gen Z have a strong appetite for genderless clothing and willingness to engage with brands that are providing a more inclusive offering. With the vast majority (87 percent) of students believing it’s important that people can wear what they want without stigma, regardless of their gender identity, this is a vital learning for fashion industry players.”