People
Consumers of fashion have changed over the years as generations continue to evolve, as well as brands’ approach to attract Gen Z.
Generation Z comprises people born between 1996 and 2010. This generation’s identity has been shaped by the digital age, climate anxiety, a shifting financial landscape, and COVID-19 (McKinsey & Company, 2023). Gen Z are known as “digital natives” as they were born in the early stages of technology taking a hold of society as we see today. Due to this, Gen Zers turn to social media more than any other generation, and care more about their image online more than any other generation (McKinsey & Company, 2023). Considering this, a brand should key their focus on their portrayal online as well as varied ability of pay due to technological advancements. Statistics can help support this claim, as stated by Luxe Digital (Beauloye, 2022), by 2025, 30% of all luxury sales will be online transactions. Furthermore, With this in mind, Gen Z as consumers are digitally enabled and so brands should take advantage of this through means that can be easily accessible online.
Information can be consumed at a much higher rate due to the accessibility of online news. Because of this, Gen Z is a lot more socially aware than their predecessors. Burberry, for example, suffered a major hit in their image, after being found to have incinerated unsold clothes, accessories and perfume worth £28.6 million,due to overthinking the consequences of damaging their brand identity (Mitterfellner, O., 2023). As well as this, a brands’ ability to communicate emotion is also important, as stated in an interview with Roger Tredre, calling it a
“a powerful mechanism that can engage the viewer to such an extent that he or she feels compelled to share the ad within the social media channels”, and stating, “A retailer who provides more reasons to visit a store beyond the purchase of product inevitably widens the customer base.”
With this in mind, brands’ relationship with their consumers can dramatically influence their success, and their ability to communicate with them is what can ensure this success.
Equality and diversity this year, 57.4% across both Gen Z and Millenials rate it as important, up from 46.5% last year (Moran G., 2022). Fashion consumers want to see their own diversity respected and reflected in the way brands communicate with them. The UK’s Vogue magazine has, for example, changed its editorial team to include a broader spectrum of ethnicities in their staff which is a step that was much celebrated within the fashion industry (Mitterfellner, O., 2023). In this instance of awareness from The UK’s Vogue magazine, it allows for different styles, connotations and approaches that could otherwise not be found with a less diverse group. In doing so, consumers can be seen to engage more often as they see more familiar representation.
To conclude, Gen Z as consumers has compelled brands to ensure that their notoriety online is guaranteed in order to attract them. As well as this, brands’ approach to diversity can help engage and broaden their consumers. And finally, a brands’ communication skills can separate them from being a success and a failure in the eyes of the consumer.
Reference List:
What is Gen Z? (2023) McKinsey & Company
Moran G. (2022) Drapers, Gen Z and Millennials
Mitterfellner, O. (2023) Chapter 8 – The Future of Luxury Fashion Brands
Mitterfellner, O. (2019) Pages: 173 – 177