People
In the diverse fashion industry, it is difficult to identify one common quality between all brands, however, no brand can function without people, specifically consumers. As time goes by new demographics emerge and brands are forced to adapt to new markets to stay relevant and thus profitable. In 2023, many fashion brands are shifting their focus to Gen Z – a demographic of all people born between 1996 and 2010.
Gen Z’s consumer behaviour is largely defined by their shared life experiences including growing up in the digital age and the Covid pandemic. Typically, Gen Z are more spontaneous in their shopping habits than the previous generation, millennials. Furthermore, Gen Z value ease in their online shopping experiences but also desire physical retail experiences, highlighting the importance of an easy-to-use website whilst not neglecting brick-and-mortar stores (McKinsey & Company, 2023).
Statistics from Drapers online 2023 show that 53% of Gen Z in 2023 prefer to buy their clothes online and 34% prefer online shopping (see fig.1). These statistics may suggest that, to optimise the amount of Gen Z consumers, brands should offer both in store and online options for purchasing. Additionally, brands should aim to create products that are environmentally and ethically sustainable as 69% of Gen Z consumers rate the importance of sustainability between a 3 and a 5 on a scale where 1 is not important at all and 5 is very important (Moran, 2023).
To further appeal to Gen Z, it is vital for brands to align with their values, such as, their desire for diversity. In the 2018 McKinsey & Company report, Gen Z are described as “radically inclusive” largely due to the insight that the internet provides on different cultures and groups (Francis and Hoefel, 2018) this exposure drives Gen Z consumers to demand diversity. Tommy Hilfiger has adapted to calls for diversity by collaborating with Harlem’s Fashion Row to provide opportunities to young black designers. Furthermore, the brand has created garments specifically designed for disabled people to ensure that they have access to both fashionable and practical clothing (Tommy Hilfiger, 2023).
To have a successful fashion brand it is important for brands to adhere to Gen Z’s needs through people skills. Business of Fashion highlights that “Gen Z is more adamant that brands stand for something and reflect their values” with these values including diversity and combatting climate change (Amed et al, 2023). This suggests that brands must demonstrate empathy to all people and global problems to be genuine in their response to calls for diversity. Additionally, a brands people skills must extend to online communication by knowing how to effectively use the most popular social media apps, TikTok and Instagram (Drapers Online, 2023).
Bibliography:
Amed, I. et al. (2023) The State of Fashion Special Edition: beauty, The Business of Fashion.
https://www.businessoffashion.com/reports/beauty/the-state-of-fashion-beauty-industry-report-special-edition-2023-bof-mckinsey/ (Accessed: 15/10/23).
Diversity, equity and inclusion: Tommy Hilfiger® (no date) Diversity, Equity and Inclusion | Tommy Hilfiger®.
https://uk.tommy.com/diversity-equity-inclusion-initiatives (Accessed: 15/10/23).
Francis, T. and Hoefel, F. (2018) True Gen’: Generation Z and its implications for companies. McKinsey & Company, 12.
https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies (Accessed: 14/10/23)
Moran, G. (2023) Gen Z and millennials 2023, Drapers.
https://www.drapersonline.com/guides/gen-z-and-millennials-2023 (Accessed: 14/10/23).
What is Gen Z? (2023) McKinsey & Company.
https://www.mckinsey.com/~/media/mckinsey/featured%20insights/mckinsey%20explainers/what%20is%20gen%20z/what-is-gen-z.pdf (Accessed: 14/10/23).