Traditionally gender has been seen as biological, with individuals being either male or female. These gender norms have been challenged throughout 2015, with many people now seeing gender as subjective, with half of the millennial generation viewing gender as a spectrum that should not be limited. Individuals are now able to define their own gender identity based on the expanding terminology of gender fluidity. Modern day fashion trends and designers are demonstrating a progressive attitude towards blurring gender boundaries with collections from J W Anderson and Rad Hourani eradicating gender and bringing awareness to the changes in gender identities.

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Influencers such as Miley Cyrus and Ruby Rose are addressing gender fluidity in the public eye, openly discussing challenges they have faced with their own gender identity choosing to address their fans via social media and media outlets. As a result of these influences, there is a new genderless consumer emerging with Millennials and Generation Z being most open to a gender spectrum, and feeling that some people fall outside traditional binary categories. These generations have already changed their shopping habits, often disregarding store departments and instead purchasing based on fit and style. These individuals are focused on making a difference and standing out from the crowd. With their permissive minds they are creating a culture of acceptance, with individual identity being based less on gender than previous generations. To meet the needs of gender fluid consumers retailers should respond to the demand for products in a variety of colours, textures and prints in a range of shapes and sizes, with no definition or restriction on what is appropriate for males and females to wear. This will allow individuals to explore their own identity and self-brand.

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Businesses need to adapt to this new consumer. Concept stores would allow a brand to fully embody the space and allow shoppers to be fully emerged in the idea of gender fluidity, allowing them to experience the brand. Retail spaces using a white-box style store design create a neutral space and allows brands to create personal space for customers. A mind-set approach to marketing allows brands to target customers who are seeking value and meaning whilst being treated as individuals. The use of secondary research within this research study sought to detail the way retailers could adapt to meet these changing consumer needs.

As the gender debate increases within society, emerging brands will need to follow a more gender neutral approach to marketing and product design. Brands will need to diversify and promote inclusion to attract these new consumers.