Exploring Gen’z Influence on Fashion Market Trends

This study examines Generation Z’s impact on fashion market trends, emphasizing their preference for digital engagement, ethical shopping, and innovative retail experiences. Influenced by social media and online influencers, Gen Z gravitates towards sustainable fashion, thrift shopping, and technology-driven retail solutions such as AI recommendations and AR try-ons. Conducted in Coimbatore with a sample of 120 respondents, the research identifies key factors influencing fashion choices, including affordability, uniqueness, and social media presence. The findings provide valuable insights into how brands can adapt to Gen Z’s evolving demands to enhance brand loyalty and market competitiveness. Key words: Generation Z, Digital Engagement, Ethical Shopping, Sustainable Fashion, AI & AR Technology, Social Media Influence