Viral Fission Publishes Report: Fashion Z Shares Key Insights of Gen Z

Incepted with a vision to create the largest active and engaged Gen Z community in India, Viral Fission has recently revealed key insights from their report Fashion Z. The youth intelligence partner’s report studies GEN Z’s attitude, consumption and other interactions with Fashion.

3000+ Gen Z’ers participated in Viral Fission’s primary research. Participants were selected from across the country to draw the best representation of the community’s interests.

Key Insights:

 62% of chose Fashion over 13 other options as their preferred sector to work in (Fashion, Technology, Arts, Travel, Sport, Food & Beverages, Content Creation, Music, Entertainment, Skin Care, Fitness, Photography, Gaming)

Female dominance in the selection was seen, with a ratio of 18:7

Out of every 10 Gen-Zers, 7 women & 3 men are likely to choose fashion.

Geographically, the West and South Zones show a greater inclination towards Fashion followed by the North and lastly East.

YouTube is favoured for understanding and studying fashion. Instagram is one of the most popular platforms to gather information about the trends and tricks of the fashion world.

Viral Fission, Co-Founder , Rishab Shetty, commented on the event of the report’s release, “It was interesting to note that Gen Z believes Fashion is not just about clothing, but it is an armor. Today the youth is not intimidated. Many expressed that they have overcome their insecurities and are accepting towards styles not limited ‘body type’ tropes. They are more likely to follow the brands that showcase honesty and transparency; along with a support towards the environment. The data collected through the studies was compelling and we would like to present to the industry, insights which should be taken into consideration while communicating to this dynamic target segment”

Viral Fission has worked with Myntra in the fashion space and has worked with Spotify, Pepsi, Vice, KFC, DiceMedia x Pocket Aces, Unacademy, Garena (Freefire),  Noise, Myntra, One+ & Jio Saavn among other brands focussing on community outreach to their GEN Z network


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