PEOPLE
Under the influence of the different historical backgrounds, people from different periods experiencing varying social environment, leading to a huge gap of social and lifestyles. For example, probably most of the GenX, from the 1960s to 1979s, did not have access to the Internet before the age of 20, they primarily relying on physics books and communication with limited people to acquire new knowledge, In contrast, most of Generation Z started using social media and could quickly access global news and information from a young age.These vastly different experiences have shaped their perspectives on various aspects of society.
As one of 4 pillars in fashion industry, “PEOPLE” (including designers, employees, consumers, and more) has also undergone significant changes in line with the developments in society and the era.Therefore, it is crucial to begin a research on Generation Z, who are poised to change the world, in order to keep up with the trends of fashion.
“For them, the self is a place to experiment, test, and change”(Francis, T. and Hoefel, F. 2018)
What is Gen Z：Gen Z is the generation of people who born between 1996 and 2010. People Called Gen Z “True Gen.” because, compared to individuals from other generations, Gen Z possesses a distinct propensity for deep reflection, unique self-expression and Independent Judgmen. They have four core behaviors:
Undefined ID’ – Gen Z shapes their own identity, avoiding being confined by traditional labels or predefined roles.
‘Communaholic’ – They blur the lines between online and offline relationships, engaging in beneficial interactions with people from all around the world.
‘Dialoguer’ – Gen Z is open to accepting and understanding diverse cultures and is willing to listen to various sets of values and beliefs.
‘Realistic’ – They are more practical and exhibit independent judgment capabilities, making decisions based on a pragmatic approach.
These characteristics set Generation Z apart and define their unique outlook on life and society. (Francis, T. and Hoefel, F. 2018)
When it comes to how a company can attract the Gen Z consumer base, one can say, “I like to think of consumers, you and me, as agents of change; we push fashion corporations and businesses to make the right decisions that reflect the needs of the time” (Ulasewicz, C. 2015). This implies that a company’s development is driven by changes in consumers. Therefore, to figure out how to capture the attention of the Gen Z demographic, it is necessary to identify the differences in Gen Z compared to previous generations.Gen Z is a generation that has experienced pandemic lockdowns, climate change, and fears of economic collapse (McKinsey, 2023). In this context, they have received more ethical education about environmental and social sustainability, which makes them place a higher value on whether a brand is ethical. At the same time, because they are more inclined towards personalized products, many brands’ traditional mass production models need to be partially altered, and introducing customizable production lines will better align with the new consumer demands.
Grace Ling is a women’s fashion brand that utilizes modern 3D printing and CGI technology to pre-calculate and commit to zero-waste tailoring. Her distinctive and technology-driven sustainable designs have made Grace Ling one of the most highly anticipated runway debut brands at New York Fashion Week in September 2023
To adapt to the evolving times, the key people skills needed for employees within a fashion brand are constantly evolving. One crucial skill is a comprehensive understanding of omnichannel marketing. Over the past decade, online shopping has become the primary mode of shopping for the younger generation in the new era. It extends beyond specific websites and encompasses the entire online landscape. Therefore, the ability to engage in omnichannel digital marketing has become a critical weapon for building a brand’s identity (Moran, G. 2022).
bibliography
About (2023) GRACE LING. Available at: https://gracelingofficial.com/pages/about (Accessed: 15 October 2023).
Francis, T. and Hoefel, F. (2018) ‘true gen’: Generation Z and its implications for companies, McKinsey & Company. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies (Accessed: 15 October 2023).
Hethorn, J. and Ulasewicz, C. (2015) Sustainable fashion: What’s next?: A conversation about issues, practices and possibilities. New York: Bloomsbury, Fairchild Books, an imprint of Bloomsbury Publishing Inc.
McKinsey & Company, M.& C. (2023) What makes Gen z tick?, McKinsey & Company. Available at: https://www.mckinsey.com/featured-insights/themes/what-makes-gen-z-tick (Accessed: 15 October 2023).
Moran, G. (2023) Gen Z and millennials 2023 report, Drapers. Available at: https://www.drapersonline.com/insight/drapers-bespoke/gen-z-and-millennials-2023-report (Accessed: 15 October 2023).