BCG波士顿咨询&WWD：2025年Z世代和Alpha世代重塑时尚产业报告（英文版）

Fashion’s Next Gen moves by a different set of rules to prior generations, strategies for those generations won’t work for this audience.2For younger consumers, heritage no longer determines brand value, youth culture decides who wins consideration.3 Social media is the new battleground as platforms evolve to full commerce engines, shifting from funnel to flywheel.4 AI has penetrated fashion shopping in a seismic way with 40 percent of younger consumers using AI to shop, requiring brands to c