Mammut, an outdoor apparel company, stands out among competitors with their art direction and product storytelling. The brand weaves rich video and shoppable images in landing pages, putting the product in the context of its use. Their product pages are built to meet customer needs instead of just offering sterile technical documentation. Mammut successfully puts its product in context, using visually compelling content that reflects where its customers aspire to be.
Recognize the value
Gen Z is the most likely to make purchase decisions based on values and principles. Pangaia, a “material science brand masquerading as a fashion brand,” weaves sustainability, innovation and a higher purpose into its ecommerce journey. Inspired by Gen Z and Gen Alpha, their business model sells sustainable apparel in the short term and B2B textiles in the long term.
The site is garment-forward, connecting each garment with a sustainable textile and story. Though a smaller brand, their focus and approach indicate a new class of brands that are sustainable from the start. In a world where greenwashing, pinkwashing and the like are being called out, brands like Pangaia have a real place to shine.
The paradox of choice
In a market of infinite options, Sourcerie does it differently. Instead of selling a marketplace of skincare, they sell personalized skincare routines backed by over 300,000 reviews.
Most Gen Z (93%) consider reviews in their purchasing decisions; by starting review-first, Sourcerie bypasses that barrier to purchase. They pair curated recommendations with UI language that explains the accuracy of matches. This knocks down another barrier to purchase: confidence.
Sourcerie’s approach leverages the contemporary expectation of social validation with personalization to deliver a service that is often mired by confusion. This value-add, in a world of TikTok and brand ads, restores a feeling of authenticity to the skincare realm.
Real recognizes real
A brand’s community impacts how 92% of Gen Z feel about it and can lead them to purchase more often. With this in mind, Gen Z favorite Telfar took the opposite approach to other luxury fashion brands—they engage in conversation with their community. Their response to bots and resellers scooping up their iconic shopping bags was to create a Bag Security program that allows consumers to preorder the in-demand bags.
