How do today’s 16-21 year olds (aka Generation Z) shop for fashion compared with other consumer age groups? The answer is that their purchase journey differs according to the country they live in – as it does for other age groups. So while fashion retailers have more opportunities than ever to engage with young consumers – both on and offline – they need to do so in a way that suits them. A one size fits all approach isn’t the answer. A communication and channel....