Generation Z’s discovery reveals that a set of partly new and partly traditional values have been internalised. The research does not show non-conformist leaps forward or major ruptures, as one might have empirically expected, but rather a line of continuity that treasures ethical and aesthetic experiences and gives them a new meaning: truer, more heartfelt and deeper.

The tendency to make a spectacle of things seems to have given way to a desire for practicality, fuelled by the collective sensitivity felt under pandemic issues.

The desire for a dream dress and an inclusive party (rarely with more than 100 people) continue to exert an attractive power, determining certain features. White wins out, by creating a strong identity, with the 'A' line, but updated in accordance with fashionable proportions. Alongside this is an awareness of the importance of accessories: head-scarves, shoes, and jewellery, which corresponds to the decisive weight that these 'signs' have now acquired in clothing.

 The value of Made in Italy is little perceived in itself , whilst a responsible attitude, interested in sustainability is gaining ground. A broader vision of which Made in Italy is one aspect but not the only one. There is curiosity for authentic storytelling, a desire to know what lies behind a brand, and for a supply chain that respects nature and does not waste.

Interesting is the recognition of wedding planners who, in Italy, have travelled a longer and more surprising path, but who have now definitively established roles and functions.

You research, you look, you discover, you inform yourself virtually, but you want to meet for real.

The atelier, the boutique is the final destination.

The experience of buying after so many plans, thoughts, and investments results in a real experience that demands skill and acceptance. This experience is to be shared with mother and with close friends, knowing how much that moment will be remembered. It is no longer enough to offer so much choice or to have won the exclusive rights of a coveted designer. CUSTOMER EXPERIENCE has become fundamental: this means the way in which collections are exhibited and presented, the relationship that can be created with the bride, the empathy that is established with the family (mother, sister, friend, father), the quality of welcoming and the ability to make people feel at ease, competence and keeping up to date with trends and the market, a pleasant atmosphere, entertaining but at the same time with a serious approach, and the feeling that we will give all the time needed (even if we manage it) and our maximum attention. And, most importantly, it involves the willingness to listen, and the tone of voice, because it is this skill set that determines sales, and market credibility. Information can be found on social media, but it is checked out in person. The virtual and the real worlds meet and merge into shared values. Bespoke service is expected: absolutely personal

Generation Z is sensitive, aware of its emotions and unafraid of them, and prefers a party that corresponds to real personality, including the inner self, to be achieved step by step, instead of a show.