GB: Marc Jacobs’ Gen Z label, Heaven, opens London store – How many Gen Z buy clothes offline?

Marc Jacobs’ Gen Z-focused line, Heaven, has opened its first store in Europe, in London’s Soho district. Alongside its own collection, the store offers home goods and accessories from brands like Climax, Sandy Liang and Unified Goods. Previously, Heaven by Marc Jacobs was available in its own stores in the US, online and through retailers in New York, Los Angeles and London.

We look at where exactly Britain’s Gen Z shoppers buy clothes and shoes from - online or offline.

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - 41% of Gen Z shoppers and 39% of the general British population buy clothes and shoes online.

Profiles data shows that 25% of Gen Z shoppers and 34% of the general British population prefer making their clothes and shoes purchases offline.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

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