Marketing Strategies to Sell to Gen Z in America

To be competitive in the American market, brands must invest in e-commerce and social media

The fashion and apparel sector in the United States is undergoing significant changes, driven primarily by younger consumers. This shift underscores that Gen Z is the most influential consumer segment within the American economic system.

American brands like Y2K and Juicy Couture have regained prominence after years of striving to remain competitive in a saturated market by adopting various digital marketing strategies. The main commercial strategies these brands have developed to recapture U.S. consumers include:

• Collaborations with other brands;
• Expansion into new product categories;
• Development of e-commerce websites;
• Extensive presence on social media.

Digital-First Approach and Brand Identity Loyalty: How Brands in America Can Acquire Customers

Understanding the lifestyle, tastes, trends, values, and purchasing behaviors of the target consumer is essential for selling in the United States

Juicy Couture strategically rebranded by leveraging the popularity of its iconic velour tracksuit. In recent years, the brand that made tracksuits glamorous has utilized its nostalgic appeal as a springboard to regain relevance in the American market. The company expanded into new fashion categories such as nightwear and developed alternative versions of the velour tracksuit, launching runway lines, outerwear, and luxury tracksuits. Given that Juicy Couture's differentiating element has always been velour, straying too far from the brand's identity could have been counterproductive.

In 2020, the fashion market was swept by the athleisure phenomenon, and alongside the Y2K trend, Juicy Couture became one of the most successful brands in America. Therefore, products from Italian brands aiming to internationalize their business in the United States must evolve to appeal to new generations of consumers and align with market trends without deviating from their brand essence.

How to Reach Gen Z Consumers with Your Brand in America

American consumers' purchasing behavior is influenced by what they see on social media: for Generation Z, companies must market on Instagram and TikTok

The launch of Juicy Couture's e-commerce site boosted the brand's online sales in the United States. This revealed a latent demand among American consumers: while they may not have explicitly expressed the need to purchase from Juicy Couture, the company's revamped online presence led to a surge in conversion and loyalty rates in America.

This clearly demonstrates that a brand's online activities significantly impact sales volume in the American market, especially since this arena is dominated by Millennials and Gen Z—habitual e-commerce consumers constantly seeking online shopping experiences that allow them to truly connect with the brand.

Younger customers are also attracted to new payment methods gaining traction across U.S. e-commerce platforms. For example, Americans looking to purchase Juicy Couture items can use the "Buy Now, Pay Later" (BNPL) service Klarna offers, which currently accounts for over 16% of the brand's U.S. site sales.

International companies need social media to sell to Gen Z in the USA

Brands like Juicy Couture have greatly benefited from enhancing their online presence. Social media and e-commerce sites are vital components for companies targeting Gen Z consumers, offering numerous ways to engage with the target audience and communicate the brand to the vast U.S. public.

Considering that over 67 million Gen Z individuals reside in the United States today, the importance of an online presence for European companies cannot be overstated.

The digital realm offers brands unique opportunities to establish a name in America. Seizing the chance to reach such a vast consumer base is advantageous not only in terms of popularity but also strategically. The resurgence of Juicy Couture during the "Y2K Nostalgia" wave is just one of many examples.