// Yoox launches a dedicated section on its site for Generation Z shoppers
// The online hub will spotlight up-and-coming designers, and promote brands that appeal to Gen Z interests
In a bid to target younger shoppers, Yoox, the online luxury discount retailer owned by the Yoox Net-a-Porter Group, has launched an online hub named Hi_GuyZ!.
The hub will spotlight up-and-coming designers and talent, and promote brands that follow sustainable practices in pursuit of appealing to Gen Z interests.
The site which launched this week features a mood board made up of images, suggestions and words, from which Gen Z customers can “be inspired to express their culture and values” including gender fluidity and diversity.
All the products within the hub have been designed specifically for the youngest, to help them refine their wardrobe and find what they’re looking for.
In a video manifesto created with content by selected TikTokers, images and videos can be seen giving “voice to their emotions and principles they strongly believe in”.
Yoox Net-a-Porter Group’s president of fashion Paolo Mascio told Vogue Business it’s “a place where Gen Zers can express themselves and feel at home, conceived as a real concept store, a mood board 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”.
He added that the idea was to create something that was warm, welcoming and closer to Gen Z voices and perspectives.