It may be because of their particular vision of the world or because of the new codes with which they consume, live and move or because of the languages ??they use, but generation Z has a presence and a great power of influence. That is why “The future is now, and I choose to be free” becomes the best claim for the new El Corte Inglés campaign: “Welcome To The New Era”, an initiative with which the shopping temple wants become the destination chosen by those also known as centennials.
“I always support freedom and that the future is now because one makes decisions in the present and I think that is also part of the future,” shares actor Álvaro Mel, one of the protagonists of the campaign. A freedom that the singer Ana Mena – another of the faces – extends to the artistic field. “I try to have maximum creative freedom in music, which is what I like to do most in life. Furthermore, nowadays, young people have access to many things and, thanks to social networks, we have a very important window that we can use as a tool in a very powerful way. I think what triumphs is being real through the screen, something that greatly characterizes this generation,” she details.
Of all of them is that New Era that El Corte Inglés talks about: of the young people born between 1994 and 2009 (year up, year down), of the digital natives, of those who have just entered the world of work, of those who already They claim their place in the world. And, as the Generation Z study: the last generational leap, carried out by Atrevia and Deusto Business School, points out, “there are great expectations surrounding these young people, as they are the first generation that has taken on, since it has used reason, that the world has become small, that diversity is inherent to any modern society and that democratic development, together with technological development, is unstoppable and generates new human rights.”
But, if something manages to mark generation Z, it is a trend. They are the best fashion prescribers and great consumers. “I am, little by little, learning. It’s true that I have always had a hard time creating looks, but at the same time I am very variable and I don’t have a specific style. You go to events and interviews, you try things, and in the end you get the hang of it,” says actor Óscar Casas, who is also part of “Welcome To The New Era.”
For his part, Álvaro Mel places fashion in his top 3, although he assures that he has concerns and interests that are above it, such as acting. “Still, I’m quite interested. I try to dress well, learn a little about what is being worn, what is being designed, about the brands that are more transgressive or those that have always been more classic and suddenly change and renew their image.”
When it comes to dressing, not everything goes. The values ??behind the brands also matter to generation Z. “I always try to look for brands that represent me, that agree with me, that I can be passionate about and enjoy,” says Óscar Casas. “Just like brands do, I have also been building myself as a person and each time I am choosing better brands, more in line with me and my values,” shares Álvaro Mel.
El Corte Inglés, a chain of stores par excellence since 1935, which has linked generations in fashion, sports, technology and beauty, wanted to join the generational leap. It has generated hype and buzz with the purpose of rising directly to the top of mind of today’s young people and positioning itself on their podium of desirable brands connected to their values. To do this, it has chosen five generation Z talents from the world of music and acting (Nicole Wallace and Judeline complete the cast).
“This new generation, represented in the five of us, comes with very different styles, proposals and personalities, and I think that is what the campaign wants to convey: that there is room for all young people with all types of styles. El Corte Inglés can give us a lot,” says Ana Mena, a fashion enthusiast, but in moderation. “I’m not obsessive. I always look for my comfort and what makes me feel good and favored. I like trends, I follow many accounts, I try to surround myself with people who advise me well. “I’m a follower!”
On October 27, Callao City Lights, in Madrid, hosted the grand presentation event of the El Corte Inglés campaign focused on generation Z. Some of its protagonists were not missing from the event, nor were the more than 400 guests and personalities. , most of them, influencers. Nor the brands: from El Corte Inglés’ own youth brands (Easy Wear, Green Coast and Sfera), to other external brands in Fashion, Beauty, Technology and Food.
“El Corte Inglés has been an icon for several generations and continues to be so for this one, and I think that New’s part is a breath of fresh air. It has good brands, as always, and brands that adapt, today, to the new generations,” explains Álvaro Mel. An opinion shared by his professional colleague. “Who hasn’t bought at El Corte Inglés? Who hasn’t spent hours with their mother on all their plants? I think this campaign is very interesting to push the young public to continue enjoying everything it offers, which is a lot. They have many brands. The other day, I myself went to do a fitting and then I ended up buying a couple of clothes,” says Óscar Casas.
The event, an experiential proposal in a cinema converted into a house with different rooms and surprises, was enlivened by the DJ and host Lucas Loren, as master of ceremonies. It also featured performances by Ana Mena and DJ B Jones, the latter being the only Spanish DJ to have played at the Tomorrowland festival, a temple of global electronic music. At no time was the air of freedom that characterizes generation Z lacking. “Freedom is a great word. I have it tattooed on my leg along with “love” and “present.” They are three words that mark me a lot. More and more, today, for me freedom is everything,” explains Óscar Casas.
