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Business of Fashion
Quilt.AI was tasked with the challenge of unpacking the perennial question pondered by fashion forecasters: “What are kids wearing these days?”. However, attracting and understanding the kids in question (Gen Z) is a difficult feat due to their fundamentally different tenets.
While keeping in mind that Gen-Zers don’t neatly fit into boxes, we measured overarching tenets of Gen-Z to form the basis of 6 distinct personality clusters, or archetypes. This was done through extracting 5000 public social media posts of Gen-Z and using machine learning to identify personal values expressed in textual and visual content. Beyond this, our AI also extracted key subcultures detected in their visual content to bring to life how each archetype expresses their values and identity through fashion.
These clusters are a useful heuristic that executives, designers, product developers and marketers can leverage to understand Gen-Zers.
BOF Insights shared our work here.
This community minded segment enjoys a sense of belonging. As such, they care about how they are perceived by others, and try their hardest to fit in and uphold duties. They are most likely to follow trends and respect influential figures.
Driven by a sense of purpose and responsibility, Idealists want to do good in the world. They put in the work to drive positive change and impact. However, there’s also an undertone of realism, as they know that action is limited.
Characterised by their expressiveness and independence, Explorers pride themselves on having a different approach or mindset to life. This includes spirituality enthusiasts, solo travelers, and freelancers, among others. They seek to live life on their own terms.
This segment comprises of highly ambitious goal-getters. Their goals are not always conventional ones (i.e. graduating at the top of their class), but rather tend to be about finding their passion and excelling at it. They look for opportunities at every corner and strive to leave a lasting impression.
Driven by a need to prove themselves to the world, signallers are hard-working and practical individuals. To them, success is about financial stability and external validation. As such, traditional status symbols are important to them.
This passive segment are merely observers of the world: they don’t take things too seriously, they aren’t concerned with other people’s opinions on them, nor do they hold any strong opinions themselves. They are “here for a good time” and enjoy a nihilistic sense of humor.
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