You Asked. Students Answered.
The below answers to partner-submitted questions were sourced during a focus group of 20 students from the University of Melbourne (with thanks to student-run Marketing Intelligence society MINT), plus additional insights taken from our 2018 nationwide survey of 3,000 students.
In the case of two brands offering a similar product, what makes students choose to shop with one brand over another?
Real and relatable positioning will give you an edge.
Key quote:
“Clothing brands are now using models that aren’t your typical model body shape. They’re trying to incorporate a lot of different body types in campaigns. It’s helpful to see clothing on someone like you.”
If a brand’s values match those of a student shopper, they’re more likely to choose them over a competitor e.g. one student shops at Uniqlo over better-priced fast-fashion alternatives because the company aligns with her stance on sustainability.
Besides the authenticity factor, your partnerships should make sense. With influencers, students can sniff out false or forced collabs fast, though will be more inclined to trust and engage with your brand if the influencer seems properly suited.
Key quote:
“My last purchase was from PLT [PrettyLittleThing] after watching someone do a haul.”
What is the deciding factor for Gen Z when they’re shopping online?
Students love feeling like they’re getting the most value out of a brand… but our research indicates a discount of under 20% is unlikely to hook them. If the discount is a student exclusive, though, that helps sweeten the deal.
Key quote:
“It’s always the price point that matters when you’re shopping online because no one’s there to convince you to get it and you’re not touching the product and trying it out for yourself.”
For some, online is the entry point, with the actual purchase occurring in-store :
Key quotes:
“I spend a lot of time online shopping but don’t actually buy online that much. I look at stuff, then once I’ve figured out what I want, I’ll try to find it in-store.”
“I like shopping in stores cause it’s more like an event for me and my friends.”
What is more important to students: a discount or a GWP?
The preference is: discount, then GWP, then loyalty/rewards program. Don’t underestimate the value of delivery and/or returns, though…
Key quote:
“I think it’s a big drawcard if companies have free returns or shipping.”
Btw their favourite app is Spotify: music is a major part of their lives, whether they’re actively or passively absorbing it, and audio in general is growing in importance as a means of engaging Gen Z.
Our podcast The BuZZ is available on Spotify btw…
For more on what Gen Z students think and feel about stuff, read this piece.
