People
In today’s rapidly evolving fashion industry, brands are faced with the challenge of attracting a diverse and socially conscious consumer base. As one of the pillars of sustainable development, people may have an important impact on the fashion industry. One of the fundamental considerations for fashion brands is how to engage with Generation Z (Gen Z), a group born between the mid-1990s and mid-2010s. This article delves into various aspects of this challenge, exploring Gen Z as consumers, strategies to engage Gen Z, examples of brands responding to diversity, and the key people skills needed for a fashion brand to thrive.
Generation Z consumers are characterized by being digitally native, socially aware, and diverse in perspective. They have grown up in a world shaped by the Internet, rich in information and connected (Dolot, 2018) They are tech-savvy and have grown up immersed in smartphones, social media and the internet. This digital fluency impacts their shopping habits as they often turn to online platforms for product research, reviews and purchases. Brands therefore need to have a strong digital presence to reach out and engage with the tech-savvy generation. In addition to this they value the brand’s transparency and ethical practices. They want to know where and how products are made and whether the company treats its workers and suppliers fairly. Brands that provide this information openly and honestly can gain Gen Z’s trust.
To attract and retain Gen Z consumers, brands must not only understand these characteristics but also align their practices, values and messaging with the expectations of this unique generation(Francis and Hoefel, 2018) This includes being authentic, socially responsible, and environmentally conscious, and demonstrating these qualities in a transparent and inclusive manner. Gen Z consumers prioritize sustainability. Brands should adopt environmentally friendly practices, use sustainable materials, and ensure transparency in their supply chains. Social media platforms are the primary way Gen Z communicates and shares information. Brands must maintain an active presence on platforms like Instagram, TikTok, and Twitter to connect with this audience. Regularly publishing engaging posts can help build brand awareness and educate Gen Z consumers about products, events, and social events.
Many brands have recognized the importance of addressing diversity and have taken significant steps to promote inclusion and celebrate diversity in their products, marketing and corporate culture. Nike is a striking example of a brand that has dealt with diversity effectively. Nike has long excelled in diverse advertising, such as the Nike Pro Hijab for Muslim female athletes, adaptive sportswear for people with disabilities, and plus-size sportswear. Among various multicultural marketing campaigns, “One Day We Don’t Need This” stands out. (Refuel Agency, 2020) Nike has been active in featuring diverse models and athletes in its advertising and marketing campaigns. They feature athletes of various ethnic backgrounds, genders, and body types in their ads, emphasizing that exercise and fitness are for everyone. And Nike has expanded its sizing options to accommodate a more inclusive range of body shapes. Their “Extended Sizes” program ensures that a wider range of consumers can find products that fit and are comfortable.
In conclusion, within the contemporary and dynamic fashion landscape, the appeal to Gen Z consumers is contingent not solely upon the quality of products, but also on the alignment of brands with principles of sustainability, diversity, and social consciousness. It is imperative for brands to incorporate these values into their operational framework, product offerings, and marketing strategies.
Reference list
Dolot, A. (2018). The Characteristics of Generation Z. e-mentor, [online] 74(2), pp.44–50. Available at: https://www.ceeol.com/search/article-detail?id=737237.
Francis, T. and Hoefel, F. (2018). ‘True Gen’: Generation Z and its implications for companies. [online] McKinsey & Company. Available at: http://www.drthomaswu.com/uicmpaccsmac/Gen%20Z.pdf.
Refuel Agency (2020). 6 Examples of Brands Who Got Multicultural Marketing Right | Refuel Agency. [online] MILITARY | TEEN | COLLEGE | MULTICULTURAL. Available at: https://www.refuelagency.com/blog/multicultural/examples-of-brands-who-got-multicultural-marketing-right/.