People are absolutely crucial to the fashion industry. They play vital roles at every stage of the fashion supply chain, from design and production to marketing and sales. Therefore, todays focus is on the pillar, ‘People’, and with a specific focus on Gen Z. 

Generation Z (Gen Z), born roughly between the mid-1990s and early 2010s, is a highly important demographic for fashion brands as they now represent a broad – and for most fashion businesses, crucial – swathe of consumers (Morgan , 2022). In order to draw in this significant consumer base, brands should concentrate on strategies that complement their distinct traits and preferences. Members of Gen Z are true ‘digital natives’ – the first generation to grow up with the internet as a part of daily life (McKinsey&Company, 2023). As a result, one strategy for attracting Generation Z is to embrace digital media. Creating a strong online presence on social media sites such as Instagram, TikTok, and Snapchat in order to engage with Gen Z via visually appealing material, videos, and interactive features. Furthermore, diversity is a major concern for Generation Z. According to BOF, Gen Z is more adamant that brands, products, and marketing stand for something and reflect their values relating to topics ranging from mental health to climate change, while also acknowledging their diversity (BOF, 2023). Brands, for example, might advocate for inclusivity and diversity. They may achieve this by featuring diverse models, employees, and brand ambassadors in the company’s advertising campaigns, as well as celebrating diversity and actively promoting representation throughout all elements of the brand. Similarly, brands might prioritise sustainability and ethics in order to reflect consumer beliefs on climate change. For example, promoting eco-friendly materials, ethical sourcing, and production methods can demonstrate a commitment to sustainable and ethical practises.

Nike’s ‘Dream Crazier’ ad, starring tennis athlete Serena Williams, is one famous example of a company responding to diversity. This campaign, which debuted in 2019, celebrates the successes and objectives of women in athletics, highlighting the challenges they encounter and the barriers they overcome. The campaign honoured female athletes’ previous achievements while also emphasising the prejudices, biases, and inequalities they frequently face. It encouraged women and girls to defy traditions and pursue their aspirations despite cultural pressures. Nike not only resonated with the ideals of many of its consumers by embracing diversity in such a prominent and meaningful way, but it also displayed its commitment to creating positive change in the sports industry. 

Fashion businesses are starting to look for people who come from a technology background (Amed, Berg, 2022). The fashion industry is going through a digital transformation. Technology is being used by brands to improve different parts of their operations, such as design, production, marketing, and sales. Similarly, e-commerce growth has been a major player in the fashion business. As a result, businesses require experts in technical areas of online shopping, such as website creation and digital marketing.

Bibliography

Amed, Berg, I. A., 2022. The State of Fashion: Technology. [Online] 
Available at: https://www.businessoffashion.com/reports/news-analysis/the-state-of-fashion-technology-industry-report-bof-mckinsey/
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BOF, 2023. How to Decode Gen-Z’s Evolving Relationship With Beauty. [Online] 
Available at: https://www.businessoffashion.com/articles/beauty/the-state-of-fashion-beauty-report-gen-z-diversity-consumer-behaviour-trends/#:~:text=Yet%2C%20as%20the%20most%20diverse,while%20also%20acknowledging%20their%20diversity.
[Accessed 13 June 2023].

McKinsey&Company, 2023. What is Gen Z?. [Online] 
Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z
[Accessed 20 March 2023].

Morgan , G., 2022. Gen Z and Millennials 2022 report. [Online] 
Available at: https://www.drapersonline.com/insight/drapers-bespoke/gen-z-and-millennials-2022-report
[Accessed 9 May 2022].