In Women’s Wear Daily , BCG’s Christine Barton and Mrin Nayak discuss Gen Z’s shopping habits, based on a joint report from BCG and WWD. Unlike previous generations, Gen Z presents a challenge for retailers due to their complex consumer journey, which includes steps like scrolling, searching, and streaming, notes Nayak. “They want to discover brands fluidly and they want the convenience of transactions, in some instances, which are very close to that discovery and inspiration,” adds Barton.
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Women's Wear Daily