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Sandra Halliday Published
June 1, 2025
YNAP’s off-price premium and luxury retailer Yoox is actively targeting younger consumers with the launch of a space “dedicated to Generation Z”. Its HI GUY_Z! space launched Tuesday on the site.
The company said it’s "a place where Gen Zers can express themselves and feel at home, conceived as a real concept store, a mood board made up of images, suggestions and words from which they can be inspired to express the culture and values of Gen Z in an authentic and real way”.
It's certainly an interesting development for a retailer that, although it sells plenty of products pitched at affordable levels, is perhaps best known for its ultra-luxury pieces with many stretching to thousands of euros.
It’s introduced by a video manifesto created with content by selected TikTokers, alternating with images and videos and giving “voice to their emotions and principles they strongly believe in”.
The company also said the language in the area is based on the way this generation of consumers communicate with each other — “slang, chatty and informal. There are elements taken from texting, along with slogans and statements that best represent their ideas and values (for example gender fluidity, being conscious and diversity)”.
And the products in the area “are designed specifically for the youngest, to help them refine their wardrobe and find everything they are looking for within Yoox’s selections”.
The space is also being pitched as “the ideal playground for new collaborations, new inspirations and style experiments, with the aim of bringing the world of Yoox closer to the new generations”.