Citation:

Lima Faudiamar, Dinda Prasetya Aurellia. "Changes in Gen Z Consumer Patterns: their Impact on MSME Fashion Product Business Strategies Using the Business Model Canvas (BMC) Approach" International Research Journal of Economics and Management Studies, Vol. 5, No. 1, pp. 197-201, 2026. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V5I1P124

Abstract:

This study is motivated by changes in the consumption patterns of Generation Z (Gen Z), which have become an important phenomenon affecting market dynamics, particularly for micro, small, and medium enterprises (MSMEs) in the fashion industry. Generation Z is known as a generation that is very familiar with digital technology and prioritizes speed, sustainability, and customer experience in their purchasing decisions. This article aims to analyze changes in Gen Z consumer patterns and their impact on the business strategies of fashion MSMEs using the Business Model Canvas (BMC) approach. The research method used is qualitative with a descriptive method. The data used in this study came from two sources, namely primary and secondary data. Primary data was collected through direct observation and interviews with the parties involved. Meanwhile, secondary data were obtained from articles and other literature, such as journals and theses. The results of this study show that changes in the behavior of Generation Z have encouraged fashion SMEs to make adjustments to several key elements of the BMC, such as value propositions that are more oriented towards personalization and sustainability, digital and social media channels, interactive customer relationships, and the optimization of key resources and key activities based on technology. The study concludes that a deep understanding of the characteristics of Generation Z consumers and their application in business design through the BMC approach is a strategic factor for MSMEs to increase their competitiveness and business sustainability in today's digital era.

References:

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Keywords:

Generation Z, MSMEs, Consumer Patterns, Business Strategies, Business Model Canvas.