Flannels

The Frasers Group company's attention to the twentysomethings' market is paying dividends.

The items included in the bestsellers section of the website focus on logos and brands – for women, there’s a Saint Laurent bag with the famous YSL logo, for example, or a Burberry dress in the signature chequer. They have also launched resale, a category that gen Z are also driving, with 31% of their closets made up of resale items according to They feature a diverse selection of models and trends that you’re likely to see on TikTok, including visible thongs, beige and cropped vests. The store and website stock brands that are popular with the celebrities gen Z admire, and often seen on social media. [Frasers Group](https://www.theguardian.com/business/frasers-group), the first store was opened by founder, Neil Prosser, in Knutsford, Cheshire, in 1976. Flannels has clearly studied the tastes and concerns of this generation.