Gen Z’s unwillingness to pay full price for goods more than 50% of the time could explain this cohort’s interest in fast fashion brands. The report indicated that Gen Z shoppers said they feel most aligned with brands like Zara, H&M and Urban Outfitters, and named affordability as its top value when making purchasing decisions. Quality, lifestyle and brand image took the following top spots. That shouldn’t come as a shock given that 2018 research from the National Retail Federation also found price to be a key motivator for Gen Z shoppers.
