The Re:Mark: Back To School
Last week, over breakfast with trend forecasting agency WGSN, I discussed all things Gen Y and Gen Z. For those of you not in the know, Gen Z are the ‘true digital natives’ born between 1995 and 2010 – basically the cool kids about to take over the world – both digital and physical, Phygital? It got me thinking about my collage days, how much the fashion industry has changed since then, and where it’s going now. However, with the alleged attention span of Gen Z being a mere 8.25 seconds, I’d best make this column snappy!
It’s been fourteen long years since I packed my bags and left Scotland in search of pastures new, adventure, and to go and live the university life. Little did I know then that I would make London my forever-home long after the Fashion Journalism degree came to an end.
After 10 years working in fashion I’ve seen a lot of change, but as a soon to be out-dated millennial myself, Generation Z has certainly caught my attention as they continue to push the boundaries, challenging brands and colleagues alike with their innovative thinking. After all, the majority of my editorial team here at Primark are crafty Gen Z-ers!
And as we enter the end of July I realise many of you are in the midst of a new beginning yourself: a new term, a new season or simply a fresh start. So whether you’re headed back to school, starting life as a college student or simply looking towards the new fashion season, here’s how to make a great first impression.
Firstly be yourself; make your own personal style your business card, whether that’s in the style stakes or during an interior intervention. After all we all know how dire those student digs can initially look? **insert shocked face emoji**
If you’ve already got your fashion A-game sorted then perhaps interiors are where I should begin? There’s nothing more nerve-racking than moving into a new halls of residence/dorm or student flat in a new city, full of new people. For me it included not only moving to university but relocating from a small village in Scotland down to the big ole’ city of London. Yikes! 14 year on and I’ve been posing as a native Londoner for some time now, so I must have gotten something right.
If you’re making an equally big move and are in need of some bedroom or desk style inspiration than look no further than our new homeware trend Scandi Cool, that incorporates all of the minimalistic chic that those stylish Scandinavians are renowned for.
For those of you that have read my previous column about moving to East London, you will know that interiors are very much at the forefront of my mind, and these Scandi white washed floors and subtle colour pops are right up my street. However, if super chic black and white is more your style, then have no fear, as we also have a monochrome interpretation of this trend coming soon.
Or perhaps it’s simply easier to update your wardrobe instead? Summer seems to have only just begun and yet the autumn/winter collections are already landing into store. If there ever was a time to put a fashionably positive spin on the quick march into winter, it’s now. The good news is that now is the time to buy into a trend that you’ve been eyeing up for the past few weeks but have been a little reluctant to try. If it’s taken you a season or two to get into the bomber jacket, then why not go full throttle now as this - alongside the slogan sweat and cool khaki colourways - has become the key item for both men and women.
To me, a new university term meant only one thing – new stationery! And someone as obsessed with stationery as myself is my good friend Alexandra Stedman. Think marble prints and copper accents – have I got your attention? Allow Alex to give you a sneak peek into our new collection launching next month.
And talking of good first impressions - someone that certainly made a lasting impression on me last week is little Miss Grumpy Cat herself who paid us a visit as part of her British invasion. We had the pleasure of hosting a #PrimarkMeets afternoon and interviewing Grumps herself. I wonder what Gen Z would have to say about her digital savvy take over?
They say Gen Z live for the experience rather than the status and that’s certainly words to live by if you ask me. Ahh to re-live those uni days…on second thoughts maybe not. Think I’ll stick to the day job!