People
The fashion industry is extremely vast and diverse, it holds a wide range of people professionals contributing to design, production marketing and sales which in turn creates consumers.
Anyone born between 1997 and 2012 is considered to be a part of Generation Z. They take up 25% of the global population and have grown up in a world immersed in digital technology and social media. In fashion Gen Z tends to have different and distinct preferences which are shaping the wider industry. For example they have a strong social and E-commerce dominance. Social media plays a significant role in many shopping habits for gen z since many trends begin on platforms such as tiktok and instagram. Gen Z heavily relies on online shopping and primarily enjoy the convenience of shopping from home as well as are inclined to the wider variety of options. (Aitkin, 2021)
In order for brands to attract Gen Z, they should take an authentic approach. This demographic values inclusivity as well as social responsibility. For example, Gen Z are the main consumer for second hand clothes since ‘vintage’ clothing has become a major trend. As a result of this, the generation is more in touch with sustainability. More brands could use ethical practices and environmentally friendly materials in order to attract Gen Z.
Brands should also tap into promoting diversity in their marketing campaigns. Most brands have taken time for critical reflection and have admitted they must do more to improve diversity. (Rush, 2022). One notable example of a fashion brand responding to diversity is Nike, they have made significant efforts in order to embrace diversity and inclusivity through marketing campaigns which celebrate empowerment. For example their “dream crazier” campaign which featured female athletes challenging stereotypes and opening up their target demographic. As well as marketing campaigns, Nike also highlights diversity through their retail spaces. Bigger stores feature plus sized mannequins, disabled mannequins as well as a variety of different shaped mannequins, this showcases a commitment to represent a broader range of body types and abilities. (Nike, 2023)
Brands should build and maintain relationships with their consumers, relying on creative, technical and people skills to thrive. (Cunningham, 2019) Brands must be open minded and constantly adapting in order to keep customers engaged in an ever changing society. They must stay up to date with market trends and the fashion industry’s development.
Bibliography:
Kelly Aitken – Aitkin, K. (2021). What are Gen Z’s Biggest eCommerce Personalisation Needs? | Articles. [online] Salesfire. Available at: https://www.salesfire.co.uk/articles/generation-zs-biggest-ecommerce-needs/.
Erin Cunningham – Glossy. (2019). Glossy Research: How fashion brands can stay relevant in retail. [online] Available at: https://www.glossy.co/fashion/glossy-research-how-fashion-brands-can-stay-relevant-in-retail/ [Accessed 15 Oct. 2023].
Caroline Rush – www.british fashion council.co.uk. (2022). British Fashion Council. [online] https://www.britishfashioncouncil.co.uk/uploads/files/1/J037890%20MBS%20Diversity%20in%20Fashion%5B40%5D.pdf.
Nike (2023). – Diversity, Equity & Inclusion. [online] Nike.com. Available at:https://about.nike.com/en/impact/focus-areas/diversity-equity-inclusion.
Dazed (2019). – Nike unveils plus-size mannequins in new dedicated women’s space. [online] Dazed. Available at: https://www.dazeddigital.com/fashion/article/44751/1/nike-town-plus-size-mannequin-womens-space-london-diversity-representation.