{"id":23734,"date":"2026-03-11T10:11:39","date_gmt":"2026-03-11T09:11:39","guid":{"rendered":"https:\/\/ljubljanatimes.com\/?p=23734"},"modified":"2026-03-11T10:11:45","modified_gmt":"2026-03-11T09:11:45","slug":"generacija-z-nakupovalna-sredisca-ljubljana-trend","status":"publish","type":"post","link":"https:\/\/ljubljanatimes.com\/en\/generacija-z-nakupovalna-sredisca-ljubljana-trend\/","title":{"rendered":"Generacija Z in renesansa nakupovalnih sredi\u0161\u010d: Globalni trend, ki spreminja utrip Ljubljane"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Tuji mediji vse pogosteje poro\u010dajo o ponovni priljubljenosti fizi\u010dnih trgovin med mladimi. Ne gre ve\u010d le za potro\u0161njo v klasi\u010dnem smislu, saj so nakupovalna sredi\u0161\u010da postala kulise za ustvarjanje vsebin na dru\u017ebenih omre\u017ejih, nepogre\u0161ljivi prostori za dru\u017eenje in to\u010dke, kjer lahko posamezniki blagovne znamke do\u017eivijo v resni\u010dnem svetu. Trend iz tujine smo vzeli pod drobnogled in preverili, kako se odra\u017ea v najve\u010djih ljubljanskih nakupovalnih sredi\u0161\u010dih.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-kdo-sploh-je-generacija-z-in-zakaj-narekuje-trende\">Kdo sploh je generacija Z in zakaj narekuje trende?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Preden si podrobneje ogledamo nove nakupovalne navade, je smiselno opredeliti, o kom sploh govorimo. Generacija Z zajema posameznike, rojene pribli\u017eno med letoma 1997 in 2012. Gre za prvo demografsko skupino v zgodovini, ki ne pozna sveta brez interneta, pametnih telefonov in hitrih dru\u017ebenih omre\u017eij.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Strokovnjaki jih pogosto ozna\u010dujejo kot digitalne domorodce, saj je sodobna tehnologija povsem naravni podalj\u0161ek njihovega vsakdana. Prav ta njihova visoka digitalna pismenost pa ustvarja zanimiv dru\u017ebeni paradoks. Generacija Z se namre\u010d kljub nenehni spletni prisotnosti zdaj vse bolj usmerja nazaj v fizi\u010dni svet, zlasti ko gre za pre\u017eivljanje prostega \u010dasa in nakupovanje.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-od-spletnega-navdiha-do-obiska-fizicne-trgovine\">Od spletnega navdiha do obiska fizi\u010dne trgovine<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Podatki globalnih analiti\u010dnih podjetij, kot sta <em>NielsenIQ<\/em> in <em>Circana<\/em>, ka\u017eejo na jasen in nepri\u010dakovan premik v obna\u0161anju potro\u0161nikov. Generacija Z za nakupovanje v fizi\u010dnih trgovinah danes porabi opazno ve\u010dji dele\u017e svojega prihodka kot starej\u0161e generacije. Analitiki napovedujejo, da bo njihova skupna potro\u0161nja do leta 2030 globalno presegla vrednost desetih milijard evrov.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zanimiv je predvsem njihov nakupovalni cikel, ki je tesno prepleten z digitalnim svetom. Mladi namre\u010d izdelke najprej odkrijejo in razi\u0161\u010dejo na priljubljenih platformah, kot sta TikTok ali Instagram. Sledi klju\u010den korak, pri katerem se namesto za takoj\u0161en spletni nakup raje odlo\u010dijo za obisk fizi\u010dne trgovine. Tam \u017eelijo izdelek prijeti v roke in ga izkusiti v \u017eivo, celotno izku\u0161njo obiska pa nato znova delijo s spletnimi sledilci. Zaradi te dinamike so \u0161tevilni trgovci prisiljeni v pospe\u0161eno prenovo prostorov, organizacijo posebnih dogodkov in sodelovanja z vplivne\u017ei.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-kako-se-na-nove-navade-odzivajo-v-ljubljanski-aleji\">Kako se na nove navade odzivajo v ljubljanski ALEJI?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pri <em><a href=\"https:\/\/www.marketingmagazin.si\/aktualno\/se-generacija-z-vraca-v-nakupovalna-sredisca-trend-iz-tujine-smo-preverili-tudi-pri-nas?fbclid=IwY2xjawQeCGRleHRuA2FlbQIxMABicmlkETFhN3hUS3RxZE92ZEZKekFFc3J0YwZhcHBfaWQQMjIyMDM5MTc4ODIwMDg5MgABHmqQmirbn98o-JcsytmTdFaQDBgwHu3AIUSrwqWbf5trGQ891rMZFHzf1QN__aem_4F4EzHykTEkai360fZsMFw\">Marketing magazinu<\/a><\/em> so preverili, ali tudi doma\u010da nakupovalna sredi\u0161\u010da opa\u017eajo podoben porast mladih obiskovalcev. Odgovori iz Ljubljane mo\u010dno pritrjujejo globalnim ugotovitvam.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V \u0161i\u0161enskem nakupovalnem sredi\u0161\u010du <a href=\"https:\/\/www.aleja.si\/si\/\">ALEJA <\/a>so za omenjeni portal pojasnili, da pri mladih opa\u017eajo precej druga\u010den na\u010din obiska, kot so ga bili vajeni v preteklosti. Generacija Z po njihovih navedbah te prostore vse bolj do\u017eivlja kot kraj za dru\u017eenje, sre\u010danja s prijatelji in pre\u017eivljanje prostega \u010dasa. Mladi pogosto pridejo na kavo, kosilo ali na kak\u0161en dogodek, ob tem pa svoje do\u017eivetje redno delijo na spletu. Temu trendu v ALEJI prilagajajo tudi ponudbo, saj za obiskovalce pripravljajo koncerte ter razli\u010dne \u0161portne in dru\u017eabne aktivnosti. Prepri\u010dani so namre\u010d, da ljudje kljub digitalni dobi \u0161e posebej cenijo pristne trenutke dru\u017eenja v \u017eivo.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-v-btc-cityju-opazajo-iskanje-avtenticnih-izkusenj\">V BTC Cityju opa\u017eajo iskanje avtenti\u010dnih izku\u0161enj<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Podobno dinamiko opa\u017eajo tudi na drugem koncu mesta, v <a href=\"https:\/\/www.btc-city.com\/sl\/ponudniki?utm_source=google&amp;utm_medium=cpc&amp;utm_campaign=26-01-0002_kontinuirano-BTC-City-Splo%C5%A1no_Search_1_nd_SI_SI_nd_nd&amp;utm_id=19758661192&amp;gad_source=1&amp;gad_campaignid=19758661192&amp;gclid=CjwKCAjwpcTNBhA5EiwAdO1S9jsqN7XlQzVVu3V_iHSDqtMLQjcR-qZgJZ085Lmu7aJe_5PkBJ5d_BoC1-MQAvD_BwE\">BTC Cityju Ljubljana<\/a>. Kot so pojasnili strokovnjakom z <em>Marketing magazina<\/em>, so za mlaj\u0161e generacije postali pomemben prostor do\u017eivetij, kjer izku\u0161njo iz realnega prostora obiskovalci hitro preslikajo na svoja dru\u017ebena omre\u017eja.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Poudarjajo, da mladi danes i\u0161\u010dejo avtenti\u010dne izku\u0161nje in navdih, kar mo\u010dno presega koncept klasi\u010dnega nakupovanja. Ob tem so v BTC-ju izpostavili klju\u010dno ugotovitev, ki odli\u010dno povzema trenutno stanje. Generacija Z iz nakupovalnih sredi\u0161\u010d po njihovem mnenju ni nikoli zares od\u0161la, spremenil se je zgolj na\u010din, kako te prostore uporablja in kaj v njih i\u0161\u010de. Zdi se torej, da digitalizacija fizi\u010dnih nakupovalnih sredi\u0161\u010d v Ljubljani ni ogrozila, temve\u010d jih je preoblikovala v sodobne urbane dnevne sobe, kjer se virtualni svet nevsiljivo zlije z resni\u010dnim.<\/p>","protected":false},"excerpt":{"rendered":"<p>V uredni\u0161tvu portala Ljubljana Times nenehno spremljamo navade prebivalcev na\u0161e prestolnice. Nedavno smo na strokovnem portalu Marketing magazin zasledili analizo globalnega trenda, ki ru\u0161i dosedanja prepri\u010danja o prihodnosti spletnega nakupovanja. Generacija Z se namre\u010d mno\u017ei\u010dno vra\u010da v fizi\u010dna nakupovalna sredi\u0161\u010da. Prva skupina mladih, ki je v celoti odrasla v digitalnem okolju, obuja staro navado, a z njo ustvarja povsem nova pravila igre.<\/p>","protected":false},"author":1,"featured_media":23738,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[147],"tags":[],"class_list":["post-23734","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ljubljana"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.0 (Yoast SEO v28.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Generacija Z in renesansa nakupovalnih sredi\u0161\u010d: Globalni trend, ki spreminja utrip Ljubljane - Ljubljana Times<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ljubljanatimes.com\/en\/generacija-z-nakupovalna-sredisca-ljubljana-trend\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Generacija Z in renesansa nakupovalnih sredi\u0161\u010d: Globalni trend, ki spreminja utrip Ljubljane\" \/>\n<meta property=\"og:description\" content=\"V uredni\u0161tvu portala Ljubljana Times nenehno spremljamo navade prebivalcev na\u0161e prestolnice. 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Nedavno smo na strokovnem portalu Marketing magazin zasledili analizo globalnega trenda, ki ru\u0161i dosedanja prepri\u010danja o prihodnosti spletnega nakupovanja. Generacija Z se namre\u010d mno\u017ei\u010dno vra\u010da v fizi\u010dna nakupovalna sredi\u0161\u010da. 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