People
Within such a diverse industry, it is crucial for fashion brands to recognise one of the most pinacol aspects of the four fundamental pillars of sustainability, people. For any brand people, specifically consumers, are the vital key for them to able to function and survive. Every consumer has different needs and can be split into various sectors for example gender, age, sexuality and race, understanding consumer needs is necessary in order for a brand to successfully market their products and attract their target audience. For a fashion brand to effectively market their garments towards their intended audience they must adhere to the demands of each generation and their differing needs. One group of consumers in particular, that are pivotal within the fashion industry today due to their strong, influential values and demands for brands to illustrate diverse and sustainable practices, is Gen Z.
Gen Z is the name given to the group of people born between 1996 to 2010 during the rise of the internet and the digital age labelling them ‘’digital natives’’. The behaviours of these consumers are shaped by how they grew up through the digital age, climate anxiety and the global pandemic. Gen Z is a community that collectively hold strong views on diversity to create greater equality for all, sustainability and ethical practises. Therefore, they will often choose brands that not only demonstrate these values but influence a real change within the industry. McKinsey & Company reported 73% of Gen Z claimed to strongly take into consideration environmental, ethical and social issues when purchasing from companies therefore, it is essential for brands to adapt to these demands in order to align with their consumers needs and successfully market their products. Businesses must practice what they preach when addressing marketing issues as this generation stand by searching for truth and value individual expression (T. Francis and F.Hoefel,2018). In order to appeal to Gen Z, it is essential for brands to adapt to their values and change their practices to become in line with not only sustainability and circularity, but also represent diversity through inclusion of cultures, body types and ages. Many brands have attempted to progress with the new generation and adopt their values, this is evident within Rhianna’s Fenty beauty line which effortlessly represents all ethnicities and identities within their diverse beauty line that covers an array of skin tones.
Fenty beauty is renowned for their great diversity efforts that have massively impacted not only the beauty industry, but the fashion industry also through the inclusive line of lingerie ‘’Savage X Fenty’’ fit for all body types. Rhianna set forth a new standard to be met through her remarkably diverse runway which covered various ethnicities, disabilities, sexualities and ages, including the first ever congenital amputee model to walk the New York Fashion week runway without a prosthetic (Forbes, Cat-Wells, 2021).
Consequently, this emphasises how in order for a brand to be successful within this industry, they must adhere to the progressive principles of the new generation Z. To demonstrate these values, sustainable and circular approaches must be used within their practises to prove their efforts in tackling the climate crisis and help building a sustainable future. Brands must demonstrate a recognition for diversity and representation of all identities and ethnicities through not only a marketing strategy but integrated within the core values of the brand.
References:
-Francis, T and Hoefel, F (2018). ‘True Gen’: Generation Z and it’s implications for companies [online]
-McKinsey & Company (2023). What is Gen Z? [online]
Available at: https://www.mckinsey.com/~/media/mckinsey/featured%20insights/mckinsey%20explainers/what%20is%20gen%20z/what-is-gen-z.pdf
-Wells, C (2021) ‘Shaholly Ayers on Savage X Fenty: A more inclusive fashion and advertising landscape’ [online]