In the ever-evolving world of fashion, influence now moves at the speed of a swipe. For brands hoping to resonate with Gen Z and Millennial consumers, traditional marketing is no longer enough. These ‘chronically online’ generations expect more than just quality products, they seek authenticity, inclusivity, and alignment with their personal values.
To reach them, brands must move beyond transactional interactions and start building genuine relationships. Social media cannot just be simply used as an advertising tool, it’s a space where trends emerge and are turned over in real time.
From Broadcasting to Belonging
Digital platforms like TikTok and Instagram have become today’s runways – spaces where brands don’t just showcase, but co-create with their communities. Success in this environment demands more than clever content or influencer campaigns. It requires brands to show up consistently, engage authentically, and reflect the diversity and interests of their audience.
Take Halara for example, while we found early visibility as a TikTok favourite, our longer-term traction stems from the ability to reflect the real lives and values of our community, through inclusive design, creator partnerships, and a platform-first mindset. It’s not about leading trends, but being part of the conversation and product that creates them.
Comfort is Culture
The shift toward work-from-home and hybrid lifestyles has redefined fashion expectations. Athleisure, once seen as a niche category, is now central to how younger consumers dress. It’s about versatility, comfort, and personal expression, values that mirror broader lifestyle shifts. Brands that anticipated this movement and adapted their product strategies accordingly are seeing sustainable growth.
Real Relationships Drive Real Results
Gen Z and Millennials are not just consumers, they’re communities. As digital natives they are highly attuned to what feels authentic, and just as quick to disengage from anything that feels performative. For brands, the opportunity lies in hiring voices from within these communities, responding to customer feedback, and evolving offerings in real time.
This doesn’t mean trying to mimic youth culture. It means understanding it – being culturally fluent without being opportunistic. Brands that empower creators, elevate real people, and grow with their audience are the ones making a lasting impact.
The New Playbook
The next era of brand-building will belong to those who can adapt quickly, speak truthfully, and deliver more than just products. It will belong to brands that earn cultural relevance not through marketing gimmicks, but through meaningful participation.
Brands that embrace this shift and who see their customers, not just as buyers but as collaborators, are going to be best positioned for long-term success.
This article was written by Jessica Thompson, Global Brand President of Halara.