Gen X Quietly Controls Fashion and Brands Are Catching On

Abstract: A new report by Heuritech, a fashion technology company headquartered in Paris, recently took a deep dive into what satisfies GenXers. In a report written by Maria Samovarova, the firm’s marketing manager, a major conclusion is that “Generation X approaches fashion shopping with a practical, research-driven mindset. Their behavior reflects a balance of value-consciousness, digital savviness, and planning ahead for seasonal and key life events.”

Maria Samovarova, the marketing manager of Heuritech, the Paris-based fashion technology company that uses artificial intelligence (AI) to create predictive analytics for brands within the fashion industry, is not your stereotypical marketeer.

After all, there are few people who can boast they have a master’s degree in international luxury marketing as well as a background in law. She also has a thirst for delving deep into analysis, a trademark of the company that was founded in 2013 by Tony Pinville and Charles Ollion, two PhD in machine learning, the technology that has been described as the backbone of AI.

Using the power of analytics, Samovarova recently wrote a market report entitled Gen X Characteristics in 2025: Insights & Data for Brands and Creators, in which one of the primary key takeaways was this: For brands and employers, grasping Gen X’s core characteristics is essential to designing products, experiences and strategies that resonate in 2025 and beyond.

Understanding what truly defines Gen X means unlocking a wealth of actionable insights for brands, marketers, and workplace leaders,’ she states in it. “This generation stands out for its independence, adaptability, and balanced approach to change, traits that make them a stabilizing force in today’s fast-evolving world.

“Generation X holds a unique, if understated, place in the social and economic landscape. While the spotlight often falls on boomers, millennials, or Gen Z, Xers quietly drive business decisions, hold significant purchasing power, and shape both workplace culture and consumer behavior.”

Other key thoughts in the report from Samovarova reveal that:

• Generation X approaches fashion shopping with a practical, research-driven mindset. Their behavior reflects a balance of value-consciousness, digital savviness, and planning ahead for seasonal and key life events. For fashion brands, understanding these patterns is essential to building strategies that resonate with this influential cohort.
• Gen X blends online research with in-store shopping, embodying a truly omni-channel approach. For example, 73% of Gen X consumers prefer to purchase beauty and personal care products in-store, even if they researched them online first. This reflects a desire for tactile experiences and real-time assistance before committing to a purchase.
• Gen X is a planner. Unlike younger consumers who browse frequently and make impulsive purchases, this generation tends to schedule purchases around key seasons and life events. Strong shopping peaks align with: Spring/Summer → travel, leisurewear, casual looks, and vacation wardrobes. Fall/Winter → premium pieces, outerwear, and gifting periods. For fashion brands, this means timing collections and campaigns carefully to match these patterns.

Today’s Gen Xers, she writes are “balancing careers, raising children, supporting aging parents, and adapting to rapid technological shifts … Why focus on GenX now? Their role as ‘connectors’ across generations gives them outsized influence, especially as companies strive to understand the values and motivations behind different age groups.”

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For any fashion brands out there, she points out that the “key opportunity lies in bridging Gen X and Gen Z. These two generations share a love for authentic storytelling and heritage brands, even if their buying power differs. Gen Z often enters through accessible products like fragrances or accessories, while Gen X invests in premium pieces and high-value items.”

According to Samovarova, “strategic collections and campaigns that speak to both audiences, like Apple pairing with Pedro Pascal, can drive growth across segments. With the right balance of nostalgia, quality, and modernity, brands can build lasting connections with both generations.”