Unlocking New Channels of Awareness
Brand discovery is evolving rapidly among Gen Z consumers. With digital touchpoints blending into real-world experiences, companies like Nike must adapt their outreach strategies to stay top-of-mind. From email alerts to physical store encounters, today's youth are discovering brands through a dynamic mix of convenience and curiosity. These seven strategies can help Nike optimize its presence in the daily lives of young shoppers.
What the Data Says
- 42% of U.S. Gen Z consumers discovered their most recent clothing purchase while browsing in-store. eMarketer, 2024
- 57% of Gen Z prefer to be contacted by brands via email. Statista, 2024
- Only 29% of Gen Z said their wardrobes are from the same brand, showing openness to multi-brand discovery. McKinsey, 2024
What Shoppers Told Us
“I usually sign up for a lot of fashion store emails, so the stuff usually comes to my email and it shows me different stores. I also like to go shopping a lot, whether it’s at a mall or an outlet. That’s usually where I see new stores. I usually go to multiple places like Zara, H&M, Altered State—places you’d see at a regular Simon Mall.”
Why this quote matters: Gen Z relies on both digital (email) and physical (in-person browsing) discovery, making omnichannel touchpoints essential for brands like Nike.
Recommendations for Nike
- 1. Integrate geofencing with Nike app alerts for real-time store discovery during mall visits.
- 2. Personalize email campaigns to reflect browsing history, local inventory, and style preferences.
- 3. Develop in-store experiences with product storytelling and interactive discovery zones.
- 4. Partner with popular malls (e.g., Simon Mall) for pop-up installations and exclusive drops.
- 5. Spotlight “multi-brand moments” on social media to show Nike alongside other Gen Z-loved brands.
- 6. Use digital signage near H&M and Zara to redirect foot traffic to Nike locations.
- 7. Create discovery journeys through user-generated content that encourages mall visits and online traffic.