People
’People’ is one of the four pillars out of planet, profit and purpose. In relation to sustainable fashion it’s a category that delves into society and its consumers. “Young people have become a potent influence to people of all ages and incomes, as well as on the way those people consume and relate to brands.”(Francis, Hoefel, 2018) True Gen: Generation Z and its implications for companies. Young people born from the mid-1900s to the early 2010s are referred to as “Gen Z”. These individuals are often distinguished as the first cohort to have 24/7 access to the internet, smartphones, social media, etc. It is a generation known as the digital natives. Generation Z will overtake millennials (born from 1980s to mid-1990) as the largest consumer group by 2026 and marketers will require this opportunity must comprehend their habits and digital expectations. For instance, as digital natives they often prefer to shop online, therefore use mobile apps for numerous activities as it is convenient.
Nike:
This brand is an exemplar of how brands attract Gen Z. There has been multiple ways Nike grasps the attention of the younger generation whether it be by collaborations with celebrities, artists and designers who are very popular amount them which will ultimately bring a buzz and excitement around their goods as well as the use of customisation and personalisation that Nike has also introduced through Nike By You” which allows individuals to personalise their trainers and sportswear. Diversity and inclusivity are valued by Gen Z as “they are more interested in belonging to an inclusive, supportive community” and “are more individualistic, with a stronger sense of personal expression” (McKinsey & Company, 2023) What is Gen Z?
People Skills:
The most important skill is effective communication as in the fashion industry it is key to be able to convey ideas, brand values etc. Using different channels of communication can attract consumers and especially nowadays Gen Z. The younger generation frequently value ethical behaviour and sustainability. Fashion industry professionals should be aware of environmental issues and be able to explain how their brand aligns with these ideals. It takes more than just selling clothes to appeal to Gen Z in the fashion industry; it also takes cultivating relationships, encouraging authenticity, and keeping up with the quickly evolving cultural and technology landscape. Those in the fashion industry with these talents are more likely to connect with Gen Z and thrive in this competitive market.