Le Specs aims to attract the younger generation – Gen Z, a consumer segment that CEO Hamish Tame acknowledges is challenging for many eyewear brands to capture. "The eyewear and fashion market sometimes feels a little bit overwhelmed or worried about how to approach Gen Z," he explains (Ilchi 2024). For Le Specs, the strategy centers on extending their product and marketing expertise to create more immersive experiences through retail partners, pop-ups, and various customer touchpoints.

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Gen Z Spending Power & Behavior:​

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Gen Z, the largest generation in history with 2 billion members, makes up a quarter of the world's population (NIQ and World Data Lab 2024). This demographic represents a powerful economic force with substantial and rapidly growing spending capacity. According to NIQ and World Data Lab (2024), Gen Z's global spending is projected to reach $12 trillion by 2030, outpacing Boomers in spending by 2030 and Gen X by 2040.

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However, Gen Z's purchasing patterns differ significantly from previous generations (Dorsey and Villa 2020). They approach purchasing decisions with deliberation, carefully considering which brands deserve their support rather than making impulsive purchases. This generation is characterized by social consciousness, technological fluency, and a desire for authenticity and uniqueness (Francis & Hoefel 2018).

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Statista (2023) reports that 60% of Gen Z consumers tend to spend more on brands that align with their values and identity. Their extensive technology exposure has created autonomous, empowered consumers who represent a fundamental shift in consumer behavior (Fromm & Read 2018; Dorsey & Villa 2020). The recent failures of established fashion brands that did not adapt to Gen Z preferences highlight the urgent need for further research to understand the values driving brand affinity among this demographic (Langley & Rieple 2021).

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Gen Z Travel Behavior:

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Gen Z is projected to account for 30% of all travelers by 2030 (Ireland 2024). This generation demonstrates an exceptional enthusiasm for travel, distinguishing them as a pivotal consumer demographic for the future. They're seeking experiences that markedly differ from what previous travellers prioritised (Ireland 2024). Regarding travel retail, within the next 4-5 years, Gen Z will emerge as the dominant consumer age segment, constituting the majority of shoppers in this channel (Bartle 2023).

However, while previous generations were drawn to duty-free for exclusive deals, Gen Z shows different shopping patterns. Analysis indicates that this demographic exhibits low engagement with duty-free shopping experiences on ferries. At airports, although they frequently visit shops, converting these visits into purchases remains challenging (Barras-Hill 2024).  

Research reveals several reasons why Gen Z avoids entering or purchasing from duty-free and travel retail stores across regions (GTR Magazine 2024). These include preferring to shop elsewhere, having no purchase intention, and reluctance to carry additional items. Many also view the offerings as unoriginal or too similar to what is available in their domestic markets. Furthermore, Gen Z tends to notice retail touch points less than other generations because the industry fails to engage with this demographic through their preferred media channels, particularly social media platforms (Geraghty 2024). Navigating these challenges presents opportunities for Le Specs to differentiate itself from competitors in the travel sector, and create a more desirable experience for GenZ when traveling.