People
Gen Z is the first generation who experienced the internet as a key part of their everyday life. Referred to as “digital natives”, Gen Z have a digital footprint across social media, apps and internet sites. (McKinsey ,2023) Purchase decisions are well informed by research across multiple digital touchpoints but also include wanting the experience of shopping in-store. Environmental awareness and social consciousness are important for many Gen Z but can seem at odds with their love of consuming fast fashion. Nevertheless, expectations are high for brands to fully embrace their social responsibility. This means Gen Z are less likely to be inclined towards aspirational buying of designer brands to reflect their social position. Alternatively, Gen Z are more likely to curate their own style with a mixture of designer, high street and vintage buys that reflect their own individuality.
Attracting a Gen Z consumer demands a multi-channel approach aligned with social values, technology and social media apps. Understanding the Gen Z consumer requires constantly evolving strategies that can be personalised. A key strategic component is incorporating the use of technology and video, on social media platforms such as TikTok, Snapchat and Instagram. Partnering with influencers enables the potential to reach millions as well as niche communities. (Press, 2023) Gen Z have a strong sense of community; the brand community can be used to promote social issues, and sustainability as well as a marketing platform to communicate directly with the consumer. Email campaigns can be used to advertise promotions, and send useful information.
Victoria Secret’s (VS) was a brand known for the promotion of idealised and unattainable beauty standards that were tone-deaf to societal changes, eventually reflected in declining sales. VS relaunched the company as a champion of diversity and women empowerment. The move risked lacking credibility because of its history but the crisis surrounding VS pushed forward the changes. VS Supermodels were replaced by accomplished brand ambassadors, a majority female Board of Directors, and products with an emphasis on comfort, that catered to different shapes, sizes and skin tones. (Solá-Santiago, 2021) Consumers have accepted the business changes positively over time and diversity is now at the centre of the VS strategy.
Embracing the 4 pillars as a foundation for a fashion brand requires an interdisciplinary approach and employees with values that reflect those of the company. Creativity and innovation skills have always been associated with fashion brands, but now technology, communication, collaboration, adaptability and constant learning are sought by brands.
Bibliography:
McKinsey (2023) What is gen Z? – mckinsey & company, What is Gen Z . Available at: https://www.mckinsey.com/~/media/mckinsey/featured%20insights/mckinsey%20explainers/what%20is%20gen%20z/what-is-gen-z.pdf (Accessed: 15 October 2023).
Press (2023) How to market to gen Z, Morning Consult. Available at: https://morningconsult.com/2022/12/06/how-to-market-to-gen-z/ (Accessed: 15 October 2023).
Solá-Santiago, F. (2021) Victoria’s secret rebrands with New Ambassadors, Victoria’s Secret Rebrand Includes New Ambassadors. Available at: https://www.refinery29.com/en-gb/victorias-secret-collective-rebrand (Accessed: 15 October 2023).