What: Gen Z's 'chaotic customisation' trend is reshaping retail through extreme personalisation and DIY-driven self-expression, pushing brands to adapt their strategies for 2025.

Why it is important: As Gen Z's spending power reaches $360 billion, their preference for individualistic expression and customisation is forcing retailers to fundamentally rethink their approach to product development, store experiences, and brand engagement.

The retail landscape is undergoing a significant transformation as Gen Z drives a new trend dubbed 'chaotic customisation' by WGSN. This movement represents a decisive shift away from minimalism and standardised micro-trends, emphasizing extreme personalization and uninhibited self-expression. The trend began with the 'Jane Birkin-ification' of bags, generating millions of TikTok views, and has since expanded to various fashion categories, from footwear to apparel. Major brands are responding strategically, with Adidas hosting customization pop-ups and Coach introducing shoe charms in their Spring/Summer 2025 collection. Notably, collaborations between established brands and innovative designers, such as Conner Ives's partnership with Nike and Chopova Lowena's work with Asics, demonstrate the trend's commercial viability despite production challenges. The movement extends beyond mere aesthetic choices, reflecting a deeper cultural shift towards individualistic expression and a rejection of mass-produced fashion. While this presents logistical challenges for brands, particularly in scaling customized products, it offers opportunities to create meaningful connections with consumers through personalized experiences and sustainable practices.

IADS Notes: The emergence of 'chaotic customisation' aligns with broader retail trends identified in recent months. In November 2024, BCG research revealed that 70% of shoppers desire personalised experiences , suggesting this trend is part of a larger shift in consumer behaviour. This is particularly relevant for Gen Z, who command $360 billion in spending power as of October 2024  and are driving significant retail innovation. The trend's success is evidenced by recent initiatives such as Future Stores' £20 million investment in Oxford Street , which creates dynamic, social media-inspired retail spaces. The movement towards customisation is further supported by successful implementations like YSL Beauty's immersive pop-ups  and Flannels' luxury personalisation services. Notably, this trend intersects with sustainability concerns, as Euromonitor's 2025 forecast indicates that 63% of consumers prioritise environmental impact in their purchasing decisions , suggesting that 'chaotic customisation' could evolve to incorporate more sustainable practices in personalisation.

Gen Zs want ‘chaotic customisation’ in 2025. How can brands tap in?