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Pandemic Reins in Gen Z Spending, New Survey Says

Fashion is at a crossroads: continue with cutting-edge strategies developed to persevere during Covid or slide back into familiar (yet unprofitable) habits? Get the experts' perspective at our in-person Sourcing Summit, Oct. 19 at New York’s Cipriani 42nd Street.

Gen Z may be the rising group of most influential consumers, but the coronavirus has dampened even their willingness to shop. A study released Wednesday by Piper Sandler, entitled “Taking Stock With Teens,” revealed that the generational cohort—which contributes $830 billion to U.S. retail sales annually—is reining in spending. The group has cut down on…

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