What Brands Can Learn From the VSCO Girl: 5 Tips for Engaging Gen Z

If 2019 was the Year of the Pig in the Chinese Zodiac, it was also the Year of the VSCO Girl in U.S. retail. The first subset of Gen Z to demonstrate its spending power, the VSCO girl trend is giving brands valuable marketing insights into the 25-and-under age demographic. OK BUT WAIT — WHAT IS A VSCO GIRL? You wouldn’t be alone in wondering. Google’s 2019 “Year in Search” trends revealed that “What is a VSCO girl” was the second most searched inquiry of the year next to “What is Area 51?” The VSCO (pronounced VIS-co) girl is an allusion to VSCO , a photo editing and sharing app known for its sun-drenched, beachy filters. The VSCO girl concept surfaced on TikTok in the form of memes that mocked the stereotypical VSCO girl uniform of oversize Ts, hair scrunchies, Mario Badescu facial spray, reusable straws, minimal makeup and the coup de grâce — Birkenstocks with socks. VSCO girls are laid-back in how they dress, but not when it comes to sustainability and brand loyalty. The companies they support share strong ties to environmentalism, or at least the fantasy of being outdoors. Search “VSCO girl starter pack,” and you’ll find checkered Vans, a

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