PEOPLE
The second pillar is People which is emphasized the ethical and social aspect of the fashions industry. From people who engaged in fashion industry to customers and consumers who purchasing and using the products.
Gen Z, the second-youngest generation in today’s society is grow up in digital age, when the internet had just widely used in people’s daily life (McKinsey & Company, 2023). They are getting used to communicate and shopping online through social media, take Instagram as an example, Gen Z customers are more likely to purchase products hashtag by their favourite influencer. Gen Z is not loyal to certain brands. They are seeking for authenticity and meaningful engagement from brands. They often make purchase decisions based on brand’s commitment to social and environmental causes, this can show their awareness of ethical and sustainable consumption.
Brands can attract Gen Z by coming up with new business models and new lifestyle concepts. Gen Z likes to show their personality through what they wear and how they live. They prefer to keep up with the latest fashion trends rather than the same old style. So, regarding with these signature shopping habit of Gen Z, brands can launch more offline pop-up store along with their new season’s products to attract Gen Z’s attention. Gen Z can take photos in pop-store and post their in-store picture on social media to show their daily life as well as the sign of keeping up with the fashion trends. Brands can show diversity in offering more option in products. To be more specific, Fenty beauty offer more than 50 shades of foundation, inclusive of all skin.
For a fashion brand to thrive and succeed, it is important to a have team with profession skills in all field. First of all, communication skills is essential, team members need convey ideas, provide feedback, and interact with colleagues, suppliers, and customers clearly. Secondly, multitasking skill is important, professionals need to work on current collections, plan for upcoming seasons, and analyse market trends to well manage their budget and control the inventory. Also, technical savvy is crucial for brands incorporate content management, design, social media, and more. Team member needs to familiar with software and technological tools to execute their strategy (Robin. J, 2022).
Bibliography:
McKinsey & Company (2023) – What is Gen Z? (Report) Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (Accessed 14/10/2023)
Robin. J (2022) Skills you need to get a job in fashion marketing. Available at: https://www.yellowbrick.co/industry-insights/skills-you-need-to-get-a-job-in-fashion-marketing (Accessed 15/10/2023)