PEOPLE
The fashion industry and sustainability have become increasingly intertwined in recent years due to growing concerns about the environmental and social impacts of the industry. People in the fashion industry, including designers, manufacturers, consumers, and various stakeholders, play a crucial role in the development and promotion of sustainability in fashion.
Generation Z, often referred to as Gen Z, comprises individuals born roughly between the mid-1990s and the early 2010s. As consumers, Gen Z has distinctive characteristics, preferences, and behaviours that set them apart from previous generations. For instance, their digital fluency, social and environmental consciousness, preference for individualised style, demand for diversity and authenticity, and their evolving relationship with fast fashion and sustainability. Understanding how Gen Z approaches fashion consumption is crucial for brands and retailers to engage with this influential consumer group.
To attract Gen Z consumers, fashion brands should adopt a multifaceted approach that resonates with their values and preferences. First and foremost, sustainability is paramount. Gen Z places a significant emphasis on ethical and eco-friendly practices. Therefore, brands should prioritise sustainability in materials, production methods, and transparent supply chains. Highlighting these efforts and their impact can be a powerful marketing tool. Furthermore, promoting inclusivity and diversity is key. Gen Z expects brands to reflect and celebrate a diverse range of body types, ethnicities, and gender identities in their advertising and product offerings. Finally, leveraging social media and collaborating with influencers can capture Gen Z’s attention.
Nike serves as a standout example of a fashion brand championing diversity and inclusivity. Notably, they introduced the “Nike Pro Hijab” in 2017, designed for Muslim female athletes, addressing a gap in the market and embracing diversity. In marketing and campaigns, Nike consistently features a diverse range of athletes and models, celebrating different ethnicities, genders, and body types, making their brand more inclusive and appealing. This approach extends to their product range, offering various sizes and styles to accommodate diverse customer preferences. Nike’s commitment to diversity not only breaks stereotypes but also redefines sportswear, making it accessible and representative for athletes worldwide.
To succeed in the fashion industry, a brand needs people skills such as effective communication and negotiation abilities, as collaboration with designers, manufacturers, and retailers is crucial. Strong interpersonal skills to build relationships with suppliers, influencers, and partners are essential. Additionally, understanding consumer preferences and trends, as well as having empathy and cultural awareness, enables better connection with a diverse customer base. Lastly, leadership and team management skills are vital to inspire and guide the brand’s creative and operational teams.