People

The pillar ‘People’ is integral to the fashion industry as this not only includes the people behind the production, marketing, and distribution but also the consumers. The consumers give brands purpose and are the driving force of the industry. Now, more so than ever, consumers align their beliefs with brands that they can relate to and identify themselves with. This is mainly seen with Gen Z, a generation that differs from others as Gen Z are the first to grow up as digital natives – constantly around technology and the internet. (Moran 2022). In a period where technology is so prevalent, brands are evolving to suit the needs of consumers.

First and foremost, Gen Z have transformed the fashion industry and as a generation, they are determined to challenge stereotypes and cultural norms. As consumers, Gen Z are concerned with how brands represent social groups and celebrate multiculturalism. Consequently, brands have begun to take measures to change to fulfil the desires of consumers. Moreover, Gen Z consumers have strong beliefs regarding sustainability, and one could argue the youth are more aware of the impacts of fast fashion as they have the internet at their hands. However, with social media becoming so significant, especially within the fashion industry, this makes it hard for Gen Z to prioritise their values and stay ethical. Brands understand that social media marketing is the gateway to larger profits and reaching mass audiences. Social media marketing directly affects Gen Z as many feel pressured to buy into rapid trends which clashes with their values of sustainability. In the USA, 40 percent of Gen Zers admit to being influenced online (McKinsey & Company 2023). One could suggest that Gen Z aim for a more environmentally friendly world yet are easily manipulated and convinced to buy into unethical brands, ultimately highlighting the power of marketing.

For a fashion brand to succeed, people skills are necessary. Teamwork and communication skills are key as the collaboration of ideas enables the production of high-quality work. Further, listening skills gives society a wider perspective which breaks barriers through different cultures and social norms. It also allows brands to understand what could be done to improve and gives them a chance to adapt into what their consumers want and expect, thus increasing profits.

Reference List:

Francis, T. and Hoefel, F. (2018). ‘True Gen’: Generation Z and its implications for companies. Available at:
https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies (Accessed 13/10/2023)

What is Gen Z? (2023) McKinsey & Company. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (Accessed 11/10/2023)

Moran, G. (2022) Drapers, Gen Z and Millennials 2022. Available at:
https://www.drapersonline.com/guides/gen-z-and-millennials-2022 (Accessed 13/10/2023)