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Understanding Retail Through The 'Gen Z' Filter – Analysis

For the past decade or so, many brands have been faced with the challenge of managing their own digital transformation, while simultaneously scrambling to serve the needs of an increasingly digital savvy, growing millennial audience – generally accepted as the first internet-fixated generation.

After two decades, however, the millennial generation is beginning to slip into the annals of retail history, a thing of the past, replaced in terms of buying power just as the generation before it.

Today’s brands are bracing themselves for the next wave of shopper-led disruption in the form of the 11-24 age group, colloquially known as ‘Gen Z’ or ‘Zoomers’. Alex MacPherson, Director of Solution Consulting and Account Management at Manhattan Associates, reports.

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