In an interview, Professor Thomaï Serdari explains why Forever21 fails to attract Gen Z consumers
— October 3, 2019
Excerpt from The Atlantic -- "A desire for individuality isn’t the only thing driving young people away from mall retailers, according to Serdari. 'We have a new generation that is more sophisticated in the sense that they are more interested in what they’re consuming,' she says. 'They have strong convictions about what they should be wearing and the ethical and authenticity aspects of it, and transparency in terms of manufacturing—especially the ones that are really concerned about climate change.' She pointed to Greta Thunberg and the success of her recent student climate protests as an indicator of what Generation Z is willing to do in order to stand up for their beliefs."