This book explores the significant changes that the fashion industry is undergoing as a result of the powerful influence of Gen Z - a demographic that demands authenticity, diversity, and sustainability from the brands they interact with. Understanding and catering to the interests of Gen Z is vital for fashion brands who want to remain competitive, build brand loyalty, and secure future success.

Looking at the global market segment, with additional analysis of local differences across regional markets, the authors focus on the intersection of youth culture, digital innovation, and the transformation of the fashion industry. The chapters capture the unique spirit and influence of Gen Z, showcasing their role as trendsetters who are revolutionizing traditional fashion norms and shaping the future of style. By exploring the dynamic relationship between Gen Z and fashion, this book offers a fresh and insightful perspective, covering topics such as Gen Z and luxury, the rise of the fashion metaverse, influencers, and inclusivity.