HOW PEOPLE EFFECT THE FASHION INDUSTRY
People are at the heart of the fashion industry, weather its buying, consuming or designing. consumers allow the fashion industry to keep going by maximising profits and boosting trends. humans have a vital role in the fashion industry and are undoubtedly the pillar of the fashion industry. People/consumers use fashion as an expression of personality/culture/background/lifestyle, this ultimately makes the fashion industry. The people pillar expresses consumers wants and needs and how that effect what is consumed
WHAT ARE GEN Z and GEN Z AS CONSUMERS
‘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). Like every generation, Gen Z are shaped by their experiences. Covid 19 meant Gen Z became addicted to social media, with the rise in TikTok popularity lead to shortened attention spans and the need for instant online satisfaction. Gen Z called “digital natives”—the first generation to grow up with the internet as a part of daily life therefor social media plays a huge role in marketing. grasping Gen Z’s attention quickly and efficiently. Gen Z search for authenticity generates greater freedom of expression and greater openness to understanding different kinds of people (Mckinsey & company, 2023).
Gen Z are addicted to social media, so Gen Z as consumers love online shopping, seeing what influencers are buying, what people are wearing on social media. Gen-Z feel most comfortable when they can communicate and connect with brands (business of fashion, 2023). Therefor brands need to connect to Gen Z, many brands do this through using popular influencers that Gen Z connect with.
HOW MIU MIU CONNECT TO GEN Z
Miu Miu became hugely popular after their SS22 fashion show, with the iconic micro skirt. Now this skirt has been replicated by multiple high street brands such as Zara and H&M. The iconic skirt became hugely popular with Gen Z. But how? ‘luxury fashion houses have been playing close attention to the popularity of the Y2K aesthetic among fashion shoppers and TikTok users. Miu Miu’s ability to incorporate elements of nostalgia in their SS22 collection really paid of’ (vogue business 2022). Not only this; Miu Miu’s use of popular Gen Z influencers such as – Sydney Sweeny, Emma Chamberlain and Olivia Niell. Allowing these influencers to promote the brands styles on TikTok, Gen Z’s most used social media platform. For example popular YouTuber Emma chamberlain wearing Miu Miu two years in a row at the Met Gala.
KEY PEOPLE SKILLS BRANDS NEED TO BE SUCSESSFUL
With Gen Z, key people skills brands need include being able to connect to audiences through engaging short form content, such as tiktoks. too satisfy the audience’s needs of quick social media gratification. Brands also need to be aware of top trends and what Gen Z are interested in such as sustainability and Y2K. For example Miu Miu’s iconic micro skirt channeling Y2K with a cool modern take.
Bibliography
Mckinsey & company. (2023). What is Gen Z?. [Online]. Mckinsey & company. Last Updated: march 2023. Available at: https://www.mckinsey.com/~/media/mckinsey/featured%20insights/mckinsey%20explainers/what%20is%20gen% [Accessed 13 October 2023].
business of fashion. (2023). How to Communicate and Connect with Gen-Z Consumers. [Online]. business of fashion. Last Updated: 2023. Available at: https://www.businessoffashion.com/articles/retail/afterpay-communicate-and-connect-with-gen-z-consum [Accessed 13 October 2023].
KATI CHITRAKORN – camilla clarksons communications director. (2022). explained: the miu miu frenzy and the business of viral. [Online]. Vogue Business. Last Updated: 7th march 2022. Available at: https://www.voguebusiness.com [Accessed 13 October 2023].