Following our review of the breakout brands of 2019, we’re now looking ahead to a new year in food, fashion, tech and more. Here are the growing businesses we predict will be big news with Gen Z in 2020.
Microsoft is taking on Twitch with their new gamer-friendly live-streaming service, Mixer. It may seem like a tough task when the Amazon-owned market leader already has over 15 million daily users, but Mixer is growing fast thanks to the arrival of some of Twitch’s biggest influencers. For example, when stream star Shroud moved over to the new platform, he reportedly took 15% of his followers with him.
While PrettyLittleThing was the fast fashion success story of 2019, competitors such as Oh Polly, Nasty Gal and I Saw It First are hot on their affordably-priced heels. For Oh Polly in particular, search volume grew 1007% between 2015-2019. Social media is also a huge sales driver for the Scottish retailer, which has over 2.7 million Instagram followers and works with influencers such as Demi Rose and Molly-Mae Hague.
The rise of healthy and ethical eating among Gen Z has boosted the popularity of vegan alternatives, even among those who don’t eat vegan full-time. With its cute packaging and engaging marketing campaigns, Swedish dairy-free milk brand Oatly has become a big hit. They’re now capitalising on their success by widening their range of dairy-free products with oat-based ice cream, yoghurt and cooking products.
Also benefiting from the vegan trend is the fast-growing fast casual chain by CHLOE., which opened many new venues across the US, UK and Canada in 2019. The novelty of healthy, cruelty-free alternatives to comfort food such as burgers and fries has driven the popularity of the restaurant originally founded by food influencer Chloe Coscarelli. They recently launched a new range of plant-based chicken alternative products, the Chicky Collection.
Online marketplace Farfetch is bringing luxury into the ecommerce age, making niche brands and designer items just as accessible as fast fashion. You may not typically associate luxury with Gen Z, but we regularly hear from students that sought-after brands like Gucci and Versace are prevalent on campus. Farfetch was named Retail Week’s Growth Retailer of the Year thanks to its growth since 2016.
Meet and hear game-changing insights from leading Gen Z brands at our upcoming youth marketing festival, YMS. Join us for our next global YMS event in a city near you including London, New York and Los Angeles!