YOOX Goes All In On Marketing to Gen-Z
Last week marked the launch of Hi_Guyz!, a new section of online retailer YOOX, dedicated to the coveted Gen Z market.
According to an announcement made on YNAP’s Instagram, Hi_Guyz! “is a concept store within YOOX where GenZ-ers can express themselves and feel at home while they refine their wardrobe and find everything they are looking for within YOOX's selections.”
What is YOOX?
For those out of the fashion loop, YOOX is one of the world’s leading online luxury discount retailers and part of the YOOX Net-a-Porter Group (YNAP). The platform offers a wide selection of designer clothes, shoes, bags, and accessories and is currently available in more than 100 countries.
The platform launched back in 2000, merged with Net-a-Porter in 2015 and in 2018 the group was acquired by luxury giant, Richemont. In recent years the group has faced multiple challenges, initially losing millions due to issues caused by a platform migration in 2019.
Although things may be turning a corner, the increase in online competitor activity and global disruption caused by COVID-19, meant annual losses of €223 million according to Richemont’s 2021 financial report.
With a reported spending power of over $150 billion in the US alone, YOOX has now set its sight on Gen Z audiences who are fast becoming one of the most influential and critical cohorts. The YOOX Net-a-Porter Group has allegedly formed a goal to increase Gen Z shoppers on the YOOX platform from 7% to 20% within the next three years.
To help reach this ambitious goal, the team at YOOX had to get in the minds of Gen Z and create a space that resonated with their core values. And so, the concept of Hi_Guyz! was born.
Image: @yoox
What is Hi_Guyz!?
According to the space’s homepage, Hi_Guyz! was “conceived as a real concept store, a moodboard made up of images, suggestions and words from which they can be inspired to express the culture and values of Gen Z in an authentic and real way.”
Image: Yoox
The online storefront uses language, slang, slogans, images and video content that capture the ‘uniqueness and spontaneity' of GenZ-ers, whilst also touching on values and ideas such as inclusivity, gender fluidity, social awareness, diversity and connectivity.
Image: Yoox
The page contains shop girl_z and shop guy_z links which take GenZers to curated collections featuring everything from sports brands such as Adidas, Reebok and FILA to high-end designers like Balenciaga, Fendi and Calvin Klein.
To promote the cleverly curated space, YOOX has enlisted the help of TikTok and Instagram stars such as the Bawar sisters, Brandon Hernandez, and Josh Johnston who the brand feels embody the values of the generation.
Image: @lara_mara_sheila
Tik Tok alone has close to 700 million active users, with the fashion hashtag category received over 17 billion views as of June last year. So, tapping into social media platforms and capturing Gen Z in their natural habitat could be the key to turning business around and hitting that 20% target.
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Author Bio:
Jennifer Palframan
Jen is a South Africa born, Sydney-based lifestyle writer and blogger. She is a long-time word lover and storyteller—passionate about travel, tech, fashion, and food.
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