Gen Z will start with Google before doing anything else. They then happily remix style trends, make a digital scrapbook (taking photos with their smartphones in stores and mixing them up with images scraped off Pinterest) and price-check across websites. While most of this activity is digital, they will also plan store visits as excursions - not individually but en masse with friends.
Retailer response: Access
Fashion retailer Urban Outfitters is great at accessing the Gen Z shopper's interest points, encouraging online scrapbooking and providing an inviting physical store presence.
Website screen grabs/iPhone print screen
Up to three store visits