People
Four pillars of fashion are people, plant, profit and purpose. This essay is about Gen Z people.
Gen Z are digital natives because they’ve had access to technology and the internet all their lives. As consumers, Gen Z’s behaviour reflects their values and the impact of an increasingly digital world. Gen Z can be relied upon to be technologically adept and have access to a wide range of social media platforms in order to make informed purchasing decisions. Their pragmatism leads them to explore and evaluate a range of options before settling on a product. In addition, they are more likely to be swayed by recommendations from real life users than by celebrity endorsements. (Annie, 2021). They are more independent and have their own unique style of consumption.
To attract Gen Z’s customers, brands should focus more on their social media, unique design and novel advertising ideas. Brands also need to emphasise their commitment to social challenges such as diversity, environmentalism, sustainability, climate change and world hunger. A brand’s CSR statement must be something that the brand lives by, not just embraces (Scott, 2022). For example, they are attracted to sustainable products and brands and are often willing to pay more for them. They value individualised products and are attracted to brands that share their views on political issues (Annie, 2021). Apart from this, the price, quality and packaging of the product should also be in the consideration of the brand.
A Häagen-Dazs example, in order to remain competitive, companies must constantly look at the rapidly changing environment, industry trends and the company’s target demographic. Häagen-Dazs is a high-quality but old-fashioned brand. in 2016, it underwent a successful rebranding new flavour, vibrant packaging and a new logo targeting Millennials. Today, we can leverage the power of marketing automation to micro-target audiences (Forbes, 2022).
The key people skill needed the success of a fashion brand are support and motivate other, responsibility and flexible. According to Hockett, about support and motivate other people, he claimed that “People want others to believe in them, no matter how successful they are. By showing support in the form of encouragement, you can get someone back on track or get them moving in the right direction.”(Jacquelyn, 2013). This support for customers makes them more likely to buy from the brand. In addition to the external product, it provides spiritual motivation to the customer.
Reference:
The Annie E. Casey foundation (2021) What are the core characteristics of Generation Z. Available at: https://www.aecf.org/blog/what-are-the-hcore-characteristics-of-generation-z[Accessed 14 Oct.2023]
Forbes (2022) 11 brands that successfully model diverse and inclusive advertising. Available at: https://www.forbes.com/sites/forbescommunicationscouncil/2022/07/15/11-brands-that-successfully-model-diverse-and-inclusive-advertising/?sh=28b004c457b9 [Accessed 14 Oct. 2023]
Jacquelyn, S. (2013) The 20 people skills you need to succeed at work. Available at: https://www.forbes.com/sites/jacquelynsmith/2013/11/15/the-20-people-skills-you-need-to-succeed-at-work/?sh=6fd7219a3216 [Accessed 14, Oct. 2023]
Scott, C. (2022) Do your brand’s values align with those of Gen Z? Available at: https://www.cmswire.com/customer-experience/do-your-brands-values-align-with-those-of-gen-z/ [Accessed 14, Oct. 2023]