Ad Age – the US-based media platform publishing news and analysis on marketing and advertising – has named Papier as one of the brands that Gen Z is shopping with right now.
Young consumers recently joined Ad Age’s Gen Z roundtable to discuss what spurs them to buy and identified four brands that they are attracted to: Abercrombie & Fitch Co., Michael Kors, SKIMS and Papier.
“From the personalisation on our designs to driving relevance through TikTok, tapping into cultural moments, and creating collaborations that spark excitement, we’ve been working hard to connect with Gen Z in meaningful ways,” Papier wrote on its Linkedin profile.
Gen Z customers are an important audience for Papier, making up close to 25% of Papier’s customer base. “Our Gen Z audience is our fastest growing age group,” says Taymoor Atighetchi, founder and ceo of Papier. “It’s grown from 10% in 2021 since we launched our academic planner.”
Last year, Papier saw a 10% YOY increase in orders for its now cult academic planners and notebooks. “The layouts with space for timetables and deadline organisation appeal to those starting sixth form and university, and the bright and bold designs and personalisation options allow for individuals to stand out in lectures and classes,” says Taymoor. “They were the third bestselling product for the brand across our stationery categories in 2023.”
