Decoding Gen Z motivations while breaking into the market

posted on Jul. 24, 2024 at 3:21 pmJul 24, 2024

Jokes Aside's Ibrahim Abudyak writes on how the brand positions itself to resonate with Gen Z's motivations to make a purchase.

JOKES ASIDE, a homegrown streetwear brand in the UAE.

Marketing in the fashion world is an exciting journey filled with continuous learning. Constantly changing trends and a plethora of competition in the UAE mean that consumers are spoiled for choice.

Brands need to find creative ways to cut through the noise, especially to reach Gen Z audiences.

JOKES ASIDE is a homegrown streetwear brand that embraces fearless self-expression by transforming real-life stories into wearable art.

The brand aims to foster a community that celebrates individuality, confidence, and rebellion against society’s norms while p

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Tags:Brand positioning Gen Z homegrown Ibrahim Abudyak JOKES ASIDE marketing Motivation purchase

the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.