Has the Gen Z Gender-Neutral Store Finally Arrived?
From a new Adidas concept store, opened in London this week, to luxury retailer Browns East, retailers are taking gender neutral seriously. Gender neutral has been a buzzword in fashion for several seasons, but sometimes it seems retailers are only just getting to grips with the concept. Brands have identified the need for gender-neutral retail spaces in order to engage Gen Z shoppers.
Understanding the Gen Z Demographic
To engage this demographic, the company has focused on inclusivity and sustainability, values which are more important to Gen Z than any other generation, according to McKinsey. As Emily Safian-Demers of Wunderman Thompson says, “Gen Z don’t think of themselves in terms of boxes or binaries. And they don’t want brands to either.”
Research into this generation's habits shows why this shift is necessary:
| Consumer Segment | Behavior / Attitude | Source |
|---|---|---|
| 41 per cent of Gen Z | Identify as neutral on the gender spectrum | Vice Media (2020) |
| 56 per cent of Gen Z | Shop outside of their gender (cross-buy) | Wunderman Thompson |
Case Study: Adidas and Browns East
The arrival of a gender-neutral Adidas concept store, which opens in London’s Soho district, is all the more interesting because the store is uniquely aimed at the 18 to 24-year-old Adidas Originals customer. For Adidas Originals, it makes sense to present items by sport or theme, rather than gender, so customers can explore the full range and choose solely based on their taste. “People don't want to be defined by what someone tells them is right for them or isn’t,” says Chris Walsh, VP of Adidas UK.
Similarly, when luxury retailer Browns launched its East London outpost in Shoreditch, gender-neutral retail was a natural choice. Head buyer Ida Petersson noticed that “there was so much synergy between menswear and womenswear,” and in Browns East, you don’t necessarily know what is a women’s collection and what is a men’s collection. While merchandising is mixed, the sizing spectrum helps the brand be more inclusive, as customers are not deterred by the space in which they sit.
Reimagining Retail as Theater: The WOW Concept
To attract Gen-Z customers, one firm reimagines retail as theater. External Reference designed a brick-and-mortar store for Spanish e-commerce newcomer WOW Concept that blurs the boundaries between physical and digital experiences. Located in a historic building in Central Madrid, the store comprises eight floors and almost 60,000 square feet of 3-D printed sculptures, interactive displays, and experiential retail.
The space is designed as a stage for a continually evolving performance where shoppers discover products through a multi-sensory experience that varies from floor to floor:
- The Tech Garage: Located in the lower basement, visitors discover products among a 3D-printed landscape of marine corals.
- The Urban District: On the third floor, this space immerses the user in a technical-urban environment inspired by sports and street aesthetics.
- The Home Boulevard: On the fourth floor, the team recreated the streets of a city where shoppers observe houses’ interiors through windows.
As External Reference founder Carmelo Zappulla points out, “Physical stores compete with the online world, and it’s important that they become more attractive to continue to be a part of a city’s leisure life.” This immersive approach aligns with Gen Z's desire for spaces where they can express themselves more authentically, as their choice of a brand goes far beyond a utilitarian fulfilment of needs.
