Eyewear fashion trend interpretation, how to take the new generation of consumers

Generation Z is a popular term in the United States and Europe, meaning people born between the mid-1990s and 2010. In China, Generation Z is more commonly known as the Post-95s.

According to census statistics released by the United Nations, by 2019, Generation Z will outnumber Millennials and account for 32% of the world's population.

Generation Z, also known as Generation Cyber and Generation Internet, refers to a generation that has been heavily influenced by the Internet, instant messaging, SMS, MP3, smartphones and tablets, etc. Generation Z grew up during a period that coincided with the formation and rapid development of the Internet, and was influenced by the Internet dividend and the growth of technology products such as instant messaging, MP3s, smartphones, and tablet computers. Unlike the Millennials, who are used to the Internet, they accept information at a rapid pace, but lose interest just as fast. Their parents are mainly vested interests in the dividends of reform, giving them the opportunity to fully express themselves and flaunt mavericks as they grow up.

In terms of style, vintage remains one of the trends in fashion for spring/summer 2019. It is worth noting that incorporating the independent identity of Generation Z on the basis of retro has become an unanimous strategy for brands. This is partly reflected in the style and color scheme, adding metal and plastic materials to complete the fusion of retro and flamboyance, with a little bit of individuality and rebellion in a gentle way.

Accessories have also been released from the concept of matching clothing or a low-frequency consumer product, and have been integrated into more product concepts. Various styles of accessories have not only become an indispensable part of supporting brand image and style, but have also become a way of expressing the emotions and group attributes of the Z generation.

It has become a trend to wear accessories that match their “persona”.

According to the data, the new generation of consumers get their fashion information from social networks or fashion bloggers, rather than traditional methods such as fashion magazines and fashion shows. This shows that Generation Z is more easily influenced by their environment or fashion icons. Influenced by the airport show of love beans and the grass planted by Netflix, “the same style of celebrities” and “the same style of ins” have become the key words for consumers to buy. As for the choice of accessories, before 2015, consumers mainly chose earrings and bracelets as their main fashion accessories. After 2015, the number of people choosing glasses as fashion accessories has increased significantly, and glasses have become a new explosive point.

Eyeglasses have become the new fashion starter for consumers, whereas previously consumers may have been more exposed to fashion products in the form of earrings or even a new sneaker. Eyewear gives everyone a different “persona”, whether it's a good girl or a cool girl, or even the image they want to present in a certain scenario can be seen at a glance.