The power of youth

As the eldest members of Generation I approach adulthood, brands are seeking to avoid a disconnect with these digital-first consumers through new creative partnerships. Target has collaborated with 10 young social media influencers to develop a range of around 100 clothing items and accessories for its first Art Class collection.

Aimed at children aged between four and 12, the collection is designed to be aesthetically appealing to young shoppers and at a fair price point for parents. Products in the range include hoodies, jogging bottoms and shorts, and the collection will be updated every 4–8 weeks.

Generation D is the fastest-growing consumer group in the world, according to Retail News Insider.