PEOPLE
While all four pillars are crucial when upholding the reputability of the fashion industry, it is the people, both consumers and workers, who are able to generate the change needed in the industry and thus the ones by which all other pillars rely on.
As consumers, Gen Z desire more than just a product and therefore, brands should focus on the experience they can offer, in addition to how they convey their values when attempting to attract Gen Z. It is also crucial for brands to consider a multi-faceted approach in regards to the channels they operate on. This is because Gen Z don’t think about shopping in a binary way, but instead shop across all formats and “experience these brands as they do so every step of the way”. By consequence, brands must become more “omnipresent”. Gen Z’s decision to shop across multiple channels, both tangible and virtual, separates them from their millennial counterparts who prioritise online shopping. This is arguably because as “digital natives”, shopping online lacks the novelty it does to their millennial counterparts. (Spangnuolo) . Gen Z have also been branded as “always-on purchasers”, due to their use of multiple channels. The experiential element of brick and mortar stores is perhaps of greater importance to Gen Z and “if the brand can support the consumer in the process of unwinding or playing, then there is no need for a hard sell”, demonstrating that when a brand provides more reason to visit a store beyond the product, the customer base inevitably widens.
When considering diversity within the fashion industry, people often resort to reporting on the injustices occurring at surface level, and issues within the supply chain, often remain unreported or at least underreported. The garment production industry “employs more than 40 million workers” with an estimated 80% of the workforce comprising of women. It can perhaps be argued that the most severe injustices are arguably experienced by female workers in the Asian garment industry, an example being the gender pay gap. The “Action, Collaboration, Transformation” (ACT); an agreement which collectivises 20 brands and retailers, is an example of an attempt to overcome this This is the first global, large scale pledge to living wages in the garment sector. All 20 members have agreed to three principles. Large-scale brands that form part of the initiative include ASOS, H&M, and Next.
When considering the key people skills brands should employ to be successful, it is pivotal that they are transparent and authentic, particularly in regards to ensuring consumers are aware of the reality of how the brand operates. It is also crucial that brands are able to combat issues and injustices, meaning that conflict resolution is another key skill they should implement. These skills can be communicated to the public through schemes such as posting transparency reports for consumers to engage with. As consumers, our increased awareness of such issues can enlighten us, which is important because, if we demand more transparency then more companies and organisations have to be careful about what is occurring in their production line.