Effective Segmentation and Targeting of Generation-Z in the South African Retail Clothing Industry

Abstract

This research paper reports on the exploratory study into the segmentation and targeting techniques and variables regarding the Generation-Z population of South African, focusing on the retail clothing/apparel Industry. The primary focus of the revolved around understanding the consumer behaviour and purchasing decision triggers amongst the Generation-Z market segment. The secondary outcomes of the research were establishing how segmentation and profiling in the South African clothing retail market was done and whether or not it can be done more effectively and efficiently by forming stronger bonds with Generation-Z through the understanding by brands and companies of what value and meaningfulness means to target population. The problem this research addressed was the disconnection between Generation-Z and Brands due to the prediction that segmenting, targeting and profiling techniques were outdated and missed important variables when it came to Generation -Z. This research aims to explore if there is a need to bridge the gap between Brands and how they target and advertise to Generation-Z with the goal of accurately profiling the Generation-Z market segment. The research was predominantly exploratory with aspects of causal evaluations to effectively deduce conclusions and outcomes. Previous articles, online sources, journals and documents were reviewed with primary and secondary research being conducted in the form of surveys, interviews and case study analysis. Findings included the questions the Generation-Z population segment intrinsically consider when interacting with brands, addressing of if there is in-fact a disconnection between brands and the population segment, what media channels resonate best with the group and insights into segmentation and targeting variables that could lead to greater communications strategies and results for retail clothing brands in South Africa.