Despite the growing popularity of gender-neutral fashion, particularly among Gen Z consumers, little is known about how to effectively display gender-neutral items on fashion retailers’ existing websites. Our research explores how displaying gender-neutral apparel online can trigger curiosity, which may encourage purchases. Through mixed research methods, we investigate how Gen Z consumers perceive gender-neutral fashion and assess which display mode (presenting gender-neutral items stand-alone or cross-listed across gender sections) is most effective in sparking curiosity in online fashion apparel stores. We also consider how consumer gender shapes consumers’ curiosity. Based on these findings, we provide concrete recommendations on how to display gender-neutral apparel online.
