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How can i-D attract Generation Z?

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How can i-D attract Generation Z?

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Samenvatting

PROBLEM Starting out as an underground zine that discarded standards set by the fashion industry and cele¬brated counterculture youth, i-D is currently out of touch with today’s youngsters and per¬ceived as too commercial by them. RESEARCH QUESTION How can i-D, a brand that is based on the celebrating counterculture youth, attract Generation Z? i-D’s ORIGINAL GOAL Empower youth, celebrate counterculture. CONCEPT GOAL To make i-D’s image desirable again for youth and attract a new target group of Today’s Creative Disruptors. CONCEPT EXPLAINED With i-Deas of disruption i-D adopts a new viewpoint that steps away from commerciality and goes back to the core of their coun¬terculture roots by celebrating creatives that disrupt society’s rigid standards. Whether they tackle race, gender, size or sex, i-Deas of disruption empower a new generation to creatively express themselves without limitations.

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OrganisatieHogeschool van Amsterdam
OpleidingAMFI - Amsterdam Fashion Institute
AfdelingMedia, Creatie en Informatie
Jaar2018
TypeBachelor
TaalEngels

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