Research and development

Influence Me

Research And Development

Isabella Boyd

Fast Fashion

Influences

Generation Alpha

Sustainability

Gaming

Generation Alpha

The future is Alpha!

Generation Alpha are born from 2010 to 2014, they are ages 15 years and below and most likely children of millenials. They are the largest most technological immersed generation in history.

Gen A are the first to grow up fully immersed in technology like AI, VR, and voice assistants. With “snowplow” parents shaping their experiences, they’re hyper-connected, visually driven, and familiar with personalized, technology-rich environments. The rise of AI defines their world, and their communication leans toward voice, video, and virtual interactions over traditional text. They mostly use apps like Tiktok, Youtube, Snapchat and gaming apps like Roblox and Minecraft, they are easily influenced by influences on these apps.

Characteristics of Gen A:

- Connected to screens and smart tech

- Like to learn from photos and videos

- Curious and creative eg. DIY

- Mental health aware, talking about emotions and feelings

- Confident consumers online

- Online privacy, staying safe online

- Interacting with brands

- Love media and movies

- AI knowledge

Parenting:

Gen A have millenials as their parents that are known as ‘snow plow’ parents. The characteristics of snow plow parents are:

- Clear obstacles for children

- Focus on childs speech, learning languages, studys

- Involvement in childs emotional and mental health

- Concious parenting, tracking childs phone

-Monitor screen time and apps

- extra curricular from ealier age

Differences between how I grew up (Gen Z) to how they are growing up (Gen A):

- I grew up in a rapid rise of social media, it wasn’t as popular when I was born

- They were born into a digital world

- They use AI and technology for learning in school

- COVID 19 affected some of my years in school, we were introduced to remote learning.

- My auntie understands that they need to stay safe online, she monitors what they are watching and what they are allowed on.

- When I was in primary school no body had a phone til we was in year 6

- They have both been doing extra curricular activities from when they was very young

I am going to be interviewing my cousins to get some more research into Gen A and what they think about their generation.

I have 2 little cousins that are generation Alpha, they are 9 and 6 years old. from being a Gen Z I have noticed the difference to when i grew up compared to how they are growing up.

My auntie is a millenial and she is very concious about keeping my cousins safe online, therefore she does not allow them to have social media, especially after watching Adolescence on Netflix she doesn’t want them to have it til they are in secondary school in year 9.

I think Adolescence conveys a powerful message to parents and childrens safety on social media.

Adolescence

Adolescence is a Netflix series that holds a very strong message and has had a big impact on people across the UK. The message is about the challenges young people (Gen A) face while growing up in today’s digital world with constant access to technology. It focuses on important issues like mental health, peer pressure, identity, and the impact of social media, helping viewers understand the emotional struggles many teenagers experience.

The series is now being shown in schools as a learning tool to raise awareness and encourage them to talk about topics like toxic masculinity, social media influences, and the importance of healthy relationships.

The series has had a significant impact on parents, encouraging them to better understand and support their children by opening up more conversations about these sensitive topics. For Generation Alpha, the show reflects many of their real-life experiences, making them feel seen and heard, it also shows the serious impacts that social media can have in their lives.

Gen A interests & behaviours

-Customisation & personalisation

- Entertaining learning

- Short form content, Tiktok, Youtube shorts

- Gaming culture, social platforms

- Influences

- Prefer experiences that are interactive & immediate

- Being sustainable

- Passion for creativity

Purchasing Patterns

Technology and learning

When it comes to learning Gen A have all these technology resorces that the can learn from eg:

- AI learning platforms, chat GBT and other websites

- VR for immerse field trips, school no longer have to take children on trips

- Gamified apps, Duolingo, Quizziz

Gen A preferred learning styles:

- Short form content, they dont want to be watching long videos.

- Visual first, they like to learn of images.

- Real woreld application, not memorization

- Purchasing power via parents, parents like to spoil their kids

- Tiktok as the new toy catalogue

- Influenced by gen A Tiktok creators

- They want all the latest trends

Gen A purchasing power

Social commerce is becoming very popular within Gen A, social media platforms are used as shopping channels, eg Tiktok shop. Which makes brands rethink their websites also their messaging and marketing strategies to appeal to a wider age range.

A popular purchsing product for Gen A is skincare products. 68% of Alphas own a luxury product by age 10 and 50% received their first luxury item at a younger age compared to older siblings, i think this is because parents want their kids to have all the latest products that they want. Key product categories include fashion, beauty and even automotive.

Older Gen Alpha consumers have a love for luxury and are showing purchasing power and influence over family buying decisions. UK parents say they’ve learnt about new brands and products from their Gen Alpha child, with 69% then going on to buy them.

Social media influence

Social media platforms like TikTok, YouTube, and Instagram are what Gen Alpha are discovering new brands and products on, influencer endorsements play a major role in this and Gen A’s purchasing decisions. Their peer recommendations also have an impact on what they want to buy.

Gen Z top platforms:

Instagram 65%

Youtube 63%

Tiktok 58%

-Visual story telling is what they love

-They use these platforms as their search engine

- Also use platforms for communication, self-expression and activism.

-Face challenges like cyberbullying and comparisons

Gen A top platforms:

Top 5 social media platforms:

Facebook - 3.07b

YouTube - 2.7b

Whatsapp - 2b

Instagram - 2b

Tiktok - 1.58b

YouTube 46%

Tiktok 21%

Snapchat 14%

Instagram 14%

Roblox and Minecraft

-Gen A are hugely impacted by influences and trust their recommendations

-55% of Gen A want to buy products that they see their favourite youtuber or instagrammer wearing or using.

-They like short form, interactive, trend driven contentinstagram reels, tiktoks and youtube shorts

Millenials top platforms:

YouTube 92%

Facebook 68%

Instagram 76%

LinkedIn 47%

Tiktok 33%

-Use platforms to see news and infotmation, they also use them for business

-60% of Gen Alpha parents report their kids watching shopping content on social media, eg. shopping volgs, hauls and unboxing.

Gen A fashion

Gender neutral designs

They love brands that their parents (millenials) are wearing Activewear

Their fashion is a form of self-expression not just style

Young brand awareness

Tiktok and YouTube trends

Trend setters

Clean girl aestetic

Influenced by digital avatars

Gen A Fashion trends:

Colour

Eco conscious brands - values over labels

Comfort

Gen A gaming

Gaming is a regular part of daily life for most of Gen Alpha. They gravitate toward gamified worlds like Roblox, Minecraft, and Fortnite, using these platforms not just for play, but also to socialize, express creativity, and personalize their characters as part of building communities. Gen Alpha enjoys playing online with friends, often chatting through headsets as they play. These digital spaces have replaced group chats and going out with friends, with avatars serving as personal expressions of their identity and style.

Dress to Impress

This is a social and competitive fashion game on Roblox where players express their creativity through style. At the beginning of each round, players are given a theme—such as “Rich,” “Back to School,” or “Alien Royalty”—and must dress their avatars to match the prompt. They have a limited amount of time to choose outfits, accessories, and hairstyles that best fit the theme. The game is especially popular among kids aged 8 to 15, particularly those who enjoy fashion, creativity, and social interaction. This game also has an influence on Gen Alpha’s styling and how they want to dress.

Gen Alpha prefers learning through gamified apps, finding them more engaging and enjoyable. They feel these tools help them stay focused and learn more information, while having fun.

Digital collabs

Fashion brands have started to come up with new ways to engage more with generation A, for example they have created digital fashion collabs and used AI. Brands like H & M, Mango, Nike, Balenciaga and Gucci have created virtual stores on Roblox, AI changing rooms, AI models and digital collections that users can purchase for their avatars.

-Expanding reach

-Boosting brand awareness

-Driving sales

-Tap into new audiences

-Generate greater exposure

-Innovative product development

-Enhanced brand credibility

Italian Brainrot

A trending favorite among Gen A right now is Italian Brainrot which is a meme phenomeno that started in early 2025, featuring surreal AI-generated images and videos that blend animals and objects into bizarre characters with made-up Italian-sounding names. Gen A are now saying these made up words to their friends, in schools and out in public, they find it very humorous.

Creating my own italian brainrot character on Runway

Fast Fashion

Fast fashion is a clothing production and marketing strategy that relies on replicating current trends using low-quality materials to quickly and cheaply deliver garments to consumers, encouraging constant purchases through aggressive marketing and frequent product releases.

All of these brands offer so many different styles, and add more each day, that are trending, affordable and quick shipment. This may be good for brands as they are making more sales however, they don’t realise the social and environmental impacts they are creating.

Social Impacts

Fast fashion has socaial impacts, including low wages, child labour, unsafe working conditions and human rights which happens in the developing countries where most companies have their production and is affecting peoples lives. 80% of prouction is made by young women between the ages of 18 and 24 andthey are required to work 80 hours a week.

The term ‘fast fashion’ comes from back in the 1900s when The New York Times used it to decribe Zara when it first landed in New York. this was because Zara would design and have the clothing items in store within just 15 days.

Environmental Impacts

-Each year, vast quantities of clothing are either sent to landfills or burned.

-In the UK, approximately 300,000 tonnes of clothing are thrown away in household waste annually.

-The fashion industry is a top contributor to greenhouse gas emissions and plays a major role in driving climate change.

-Textile manufacturing by itself produces 1.2 billion tons of CO₂ every year

-The fast fashion cycle, only increases environmental impacts.

Poisonous gasses will continue to be emitted into the air of surrounding cities and toxic run-off will further contaminate the drinking water.

Fast fashion is responsible for 8-10% of greenhouse gas emissions and the second greatest polluter in the world.

About 200 tons of water are polluted for every 1 ton of fabric created

100 million tons of excess textiles end up in landfills each year.

‘Fast fashion is poisoning the environment’

If nothing changes, by 2050 fashion will take up a quarter of the world’s carbon budget.

Fast Fashion Brands

Shein is creating these huge landfills stitched with synthetic threads and unpaid labour. Each haul, order, each £2 top is impacting the environment creating problems that won’t go away when the trend does!

Shein is one of the top brands in the fast fashion industry, they are known for their extemly affordable, trending items and fast delivery. With their rapid manufacturing they add thousands of new items to their website daily. However, Sheins fast growth is affecting the environment like carbon emissions and textile waste, they have also been known for copying designs from small business. They are also creating social impacts their suppliers working conditions for example, child labour and forced labour.

Influencer marketing

Shein relies alot on influencer marketing to reach larger audiences, mostly younger consumers. They mainly use platforms like Tiktok and YouTube. The influences (micro or nano) are sent free items from Shein and create content like try on hauls, unboxing videos and product reviews. They can then earn money from this content on sales that are made from their referral link that they give to their audiences which will get them money off their order.

Shein is also very popular to Gen A mainly because they are seeing these hauls on platforms like TikTok and YouTube.

Edikted is another fast fashion brand with a Y2K style, I have been following them for a while. I first found out about the brand through Tiktok, which they are most popular on. They target a Gen Z audience and are influenced by pop culture, technology and style, with a foucus on the latest trends. However, with quickly changing trends and regualar new styles they are creating environmental and social impacts.

The brand doesn’t show how they support diversity and inclusion, this is a big issue as there is no guarantee workers in their supply chain are getting paid a living wage. This is important for an ethical fashion industry as it makes sure workers are being paid what they derserve and being treated fairly.

How they are different to Shein:

- They use higher quality materials.

- They have a wider range of prices and quality.

- They come up with their own designs and don’t copy other businesses.

- They release fewer new styles each month, where as Shein releases thousands daily.

Influencer marketing:

Influencer trips

Edikted do lots of influencer trips, on the trips the influencers are provided with outfits that they wear and create content in, in retuen for promotion for the brand.

Revolve is another fast fashion brand based in LA, they are a luxury brand meaning their products are more expensive than other fast fashion brands. They sell many products from designer clothing, shoes, accessories and beauty, their target audience is milenialls and Gen Z. Revolve want to connect with the next generation of customers and redefine fashion retail for the 21st centuary.

Revolve contribute to the negative impacts of fast fashion because they heavily rely on trends and influencer marketing. With trends rapidly changing they are quickly replicated and made available for customers to buy, Revolve’s whole approach is based on selling a high volume of clothes to keep up with the demand for the latest trends. However, with them constantly bringing new trends out they are pushing the consumer to buy more therefore, they are creating their own cycle of overconsumtion.

Influencer marketing

Revolve uses influencer marketing as their main strategy to reach new audiences. They work with alot of influences and celebrities to produce content on their platforms and also do campaigns with some of them. Revolve also do lots of events and trips that they invite influences and celebrities to so they can promote them.

Greenwashing

Some fast fashion brands have been called out for greenwashing, which is when brands market that themselves or their products as more sustainable than they actually are. They do this through exaggerated claims on labels or packaging, very vague statements or advertising campaigns sayong that they are being eco-friendly when reallly they are just ignoring the impcats they are creating on the environment.

What

does greenwashing affect?

- Misleading customers to buy these products based off false information

- Can make it harder for actual sustainable brands to be recognised

- It can damage consumer trust in the brand because they don’t want to be lied to.

Sustainability

Vital for a sustainable future for the fashion industry!

Sustainability is one of the biggest trends in Gen Alpha, so when it comes to buying clothes they want them to be eco-friendly and stop environmental impacts because they want to protect the world for their future. There are brands that are paying attention to these environmental impacts and are doing their best to reduce them. They focus on environmently friendly materials, ethical labour practices and responsible production and consumption.

Being sustainable:

Learning how to repair clothes will make the last longer ana prevent you from buying new ones and reduce consumption.

IFixIt is a website that will teah you how to repair your clothes

Vinted is also another way of being sustainable. Vinted is an online market place where people can buy and sell clothes that they no longer want. Vinted encourages that switching to second-hand wardrobe will benefit the environment, support positive change, and help save money. We need to learn and share these brands to friends and Gen A to reduce people buying from fast fashion brands and start saving the environment!

This is one of Vinted’s campaigns, in the campaign they promote how second hand fashion is more sustainable and stylish than fast fashion. The aim of the campaign is to reduce textile waste and to move more towards circular fashion models.

Styling 1 peice in many different ways - another way to be sustainable by buying less and finding more ways to style it.

Sustainable Brands

Brands that are paying attention to these impacts:

Raeburn is a fashion brand that uses eco-friendly and reycled materials which limits the amount of water, chemicals and waste water used in production. They manufacture locally to reduce carbon footprint, for example Christopher Raeburn cycles to the lab every day. Raeburn is a collaborative brand and create hand crafted, functional products with a purpose, from meswear, womenswear, footwear to accessories. They also hold events, tours, discussions and workshops.

Mercedes-AMG F1 X Puma X Raeburn:

Stella McCartney is sustainable luxury brand, they are constantly looking for circular fashion solutions to make sure they are using up what they already have to reduce textile waste. They brand avoids using materials like leather, fur and feathers, and instead uses cruelty-free, plant-friendly and recycled materials.

Stella McCartney shows that you can still be sustainable with a vibrant colour pallette as they use nature based dying techniques like using algae or food waste rather than synthetic dyes.

‘I want to reduce what we produce, I don’t want to buy new fabrics, I don’t want to keep feeding this chain.’

Stella McCartney 2024 campaign ‘A better way’

Starring Cara Delevigne

The campaign highlights that amount of waste that is produced in the fashion industry. The Summer 2024 collection is one of their mostly sustainable collections with 95% of eco-concious materials, it shows how beauty can be found in waste inspiring a more circular future and sustainable choices. Stella McCartney chose Cara to be the face of the campaign because she has a strong eco-activist background she is the founder of Initiative Earth, which is a charity that supports ecosystem restoration to environmental education.

In the collection they turned grape waste from their sustainably grown and fully traceable harvest into vegan, cruelty-free bags and accessories.

They are also exploring textile clothing and take-back schemes, using technology like AI which is paired with enzyme based biological recycling to create a recycled, recyclable polyester.

Pangaia’s main foucus’s to sustainability are the materials they use, responsible sourcing and reducing environmental impacts through production, they use materials that are recycled, lab-grown and plant-based for example fruit fibers and plant fibers. Pangaia also focuses on reducing water and chemical use, and minimizing waste in manufacturing, as well as addressing water pollution and microfiber waste. They also use natural dying processes instead of using toxic chemicals.

On every item they have text to explain how that product is made

They are known for their high quality, sustainable hoodies and for being one of the top sustainable brands. There prices are expensive, however this should encourage consumers to buy better quality clothes that are reducing environmental impacts so they don’t have to shop as often.

Acne Studios is a sustainable designer brand that has made decisions that will make a positive impact in the future. The brand’s fashion is an expression of individuality and valuesm making the world a more sustainable and inclusive place.

Their key sustainable targets are:

- B Corp Certification

- Design for longevity

- Natural and recycled materials eg, responsible wool and organic denim

- Low impact production

- Strategic partnerships with suppliers and industry networks

- Reduced climate impact

- Sustainable packaging

- Reduse, reuse, recycle waste

- Tracable supply chains

Gabriella Herst is a designer from New York, known for her strong sustainable brand and her elegant collections. The brand focus’s on being sustainble not only in the materials they use but in things like runways, packaging and even their store. During New York fashion week Gabriella Hurst staged the first ever carbon-neutral fashion show to reduce carbon footprint. Her store is the first ever sustainably built and carbon neutral retail space and she uses dead stack materials for her collections which are materials that would have ended up in landfill.

Sustainable materials

Natural Fibres:

Recycled materials:

Bio based materials:

Eco-dying and processing:

-Organic cotton -Hemp -Linen

-Recycled polyester

- Recycled cotton

-Mushroom leather

- Seaweed fabric

-Friut fibers

-Natural dyes -Water dyes

These are the types of materials to look out for, by choosing these sustainable materials you are conributing to a healthier panet, for example they:

- reduce pollution

- Reduce landfill

- reduce carbon footprint

- improve air quality

- get longer out of them

- improve water management

- reduce energy costs

Retro fururism

Past predicting the future

FasHioN:

Retro futurism fashion

is looking back at futuristic fashion trends from the past and reimagining them with futuristic modern features. The retro look is a style that is inspired by fashion in the 1920s to the 1990s. It includes:

-bright and bold colours -metallics

-geometric shapes, and -patterns

-bold curves

-materials like lycra, vinyl, and PVC

Clothing examples:

-jumpsuits & bodysuits -mini skirts & dresses -cargo pants

-oversized blazers with shoulder pads

Space age futurism

Space age futurism was a big fash ion trend in the 60s. It was bold and imaginative with a space in spired aestetic. The trend featured angular mini dresses, white and silver colour palettes and acces sories like flat boots, helmets and googles. In recent years designers like Chanel, Paco Rabanne and Balmain have included elements space age fashion into their collec tions like micro skirts, white boots, capes and PVC materials.

fashbold infeatured and accesand designers and elements of collecboots,

Mary Quant

Mary Quant was one of the most iconic fashion designers in the 60s, she was apart of the revoloution of how young people dressed. Known for her mini skirts and dresses, hot pants and ‘wet look’ raincoat, she used bold and bright colours. Her designs were loved by the younger generation as they felt they had freedom to dress how they want and not like their mothers. Mary Quant’s designs were also loved by celebrities and fashion icons like Twiggy, Jean Shrimpton, and Audrey Hepburn which therefore made her designs more popular and have a cultural impact.

Past fashion becoming the future:

Polka dots are always making a come back, they were first popular in the 1920s to the 1940s then reappeared in the 1960s then were a big feature in 1980s fashion. Polka dots can be adapted to different looks and occasions, from playful to sophisticated. Many designers have incorporated polka dots into their collections like Christian Dior to Yves Saint Laurent, which shows they are a very popular fashion trend which is why polka dots are now making a comeback in 2025 and they are being reimagined in all sorts of styles and colours, from classic black and white to trendig colours today like brighter reds and buttermilk yellows.

Retro futurism croquis created on photoshop

Retro futurism media and pop culture

Films:

Back to the future’s overall massage is ‘Taking Control and Personal Responsibility Over Our Destiny’, reclaiming our future to engage and take action.

The main message in Clueless is personal growth and the importance of self-discovery it also portays female empowerment and independance. This message is what Generation Alpha value and relate to.

In one of the most iconic scenes in Clueless, Cher uses her digital wardrobe system to choose the perfect outfit, she scrolls through her it on her computer program that matches tops and bottoms with just a click. Once she finds the outfit she wants, the outfit appears on a virtual version of herself, perfectly styled.

This scene appeals to Gen A because it combines fashion, technology, and individuality. Cher’s digital closet feels futuristic and fun, turning a daily routine into an exciting, interactive experience.

There are styling apps today that are like Cher’s digital wardrobe from the film. For example ‘Whering’ app, Whering is free and it allows you to:

-pick outfits

-plan and schedule looks

-shuffle through clothes if you are struggling to find an outfit

-a breakdown of your most/least worn -helps to curate your personal style

-store all fashion inspo

-create wishlists

-supports being sustainable

These are clothing items that I have or want so I can plan and create outfits

Outfits I have planned

Wardrobe usage Whats in my wardrobe Items in my wardrobe

worn items

I think this is the way forward for styling for Gen A, as Whering also encourages sustainablility. The brand believes that buying second-hand clothes and buying from sustainable brands is incredibly important, but what matters most is buying clothes you’ll actually wear.

Revival of Y2K Fashion

Y2K fashion draws inspiration from the late 1990s and early 2000s. This nostalgic, retro style is characterized by its bold and fun mix of trends. Y2K fashion very popular to Gen A, therefore it is making a bold comeback this summer and is set to remain popular in the upcoming years.

Interviewing Gen Alpha’s

My little cousons are younger Gen A’s, after me interviewing them I realised that they care about the environment but need educating on what fast fashion is and ways they can prevent it. The interview was fun, I liked interviewing them because some of their answers made me laugh.

https://www.youtube.com/watch?v=z7BdJJFm9YI

After their interview I wanted to see what it was like to ask an older Gen A the same questions and compare their answers. Below is the link for the other interview I did with my step brother whi is an older Gen A.

https://www.youtube.com/watch?v=jpeLErcobNQ

From both interviews I can see that Gen Alpha need more knowledge about fast fashion and how it is effecting the environment and ways that they can stop it.

AI in the fashion industry

In the fashion industry AI is used in many ways, for example trend forecasting, generating designs, optimising supply hains, marketing and customer service. Therefore people need to learn and adapt new skills to work alongside it, this includes Gen Alpha as the world will be full of AI when they are older.

Brands that use AI:

Adidas - 3D printing with generative AI for customized shoe designs.

Burberry - AI chatbox for personalized shopping experience

There are so many more brands in the fashion industry that use AI, and so many that are starting to introduce it to their brand as there are lots of benefits of enhancing the brands effectivness and help it stay consistent.

AI marketing campaigns

Casablanca AI generated retro-future marketing campaign:

AI Influences:

One of the most popular AI influencers is @lilmiquela, she has worked with many known brands and has 2.4 million floowers in instagram.

Influences

Gen Alpha watch influencer content through Tiktok and Youtube, they love content that is genuine and relatable, which is why they like to watch influences that are also Generation Alpha. They have an iterest in branded produts, therefore they are determined to connect socially and keep up with trends. They also enjoy watching influences that work with eco friendly brands. The content they like to watch is unboxings, hauls, GRWM and reviews in beauty, fashion, toys and gaming.

Popular Gen Alpha influencers:

Evelyn

@evelyngrwmofficial is a 13 year old American influencer best known for her “Get Ready With Me” videos and shopping hauls featuring popular brands like Glow Recipe, Drunk Elephant, Lululemon, and more. She resonates strongly with Gen Alpha audiences on TikTok, offering relatable insights into beauty and lifestyle trends. Her accounts are managed by an adult, ensuring that her content remains genuine and age-appropriate.

Ayla Palmer is a 7 year old American influencer who engages her audience primarily through Instagram. Her content features her love for American Girl dolls, stylish outfits, and fun day in the life adventures. What makes Ayla different is her own clothing brand, offering elevated, comfortable, and sophisticated kidswear, from pajamas and casual chic looks to swimwear and more. Her brand promotes confidence, comfort, and style which are qualities that resonate with Gen Alpha. For someone so young, Ayla has an impressive sense of personal style and branding, making her stand out in the next generation of influencers.

Celebrity Gen Alpha Influences

These Generation Alpha kids have grown up in a world where their parents are celebrities, and their lives have been shared online from birth. For example, North West and Penelope Disick have their own TikTok accounts where they post GRWM videos, skincare routines, and humorous content. While the younger daughters of the Kardashians don’t have their own social media profiles yet, they still influence Gen Alpha through the stylish outfits their mothers share online. These Gen A kids have helped make being an influencer feel like a trend, and now more members of their generation aspire to become influencers when they grow up.