People Pillar
The people pillar is the second category within the four studied pillars. It focuses of the people of fashion aka the consumers and the generations within. The people pillar recognises such things as social media consumption and niche, generational marketing. The generational z’s (Gen z’s) are a generation from ages 11-26 and the first generation of true digital natives (Tracy Francis, 2018). Gen z in particular differ to the generations of shoppers before them as they are the first generation to grow up surrounded by technology (Drapers, 2022). They cosume very differently with their values being
– Consumptions as access rather than possessions
– Consumption as an expressions of individual identity
– consumption as a matter of ethical concern
(Tracy Francis, 2018)
Examples of these is the individuality within social media and the influencer sector. A statistic of 50.3 percent of gen z’s use tik tok where as only 25.7 percent of millennial use it. The source of tik tok is so popular among generational z’s as its quick entertainment where people are able to express themselves and speak the truth which is regularly censored within global news ologopolies.
To attract a gen z from a brands percpective, there should be in inclusion of individuality, people of fame and strong ethical values. Although this is controversial with high earning brands such as ‘Shein’ still being around, statistics say gen z’s are more likely to choose a sustainable and ethically correct brand over a not so much if in ever choice no matter the price. Gen z’ s are a large follower of ‘the fashion influencer’ and trends which come from them. People like the kardashians who negetivaely changed the way on how young girls viewed themselves with unrealistic beauty standards of natural curves. Gen zs main source and inspiration in any type of beauty area whether its fashion or makeup are celebrities. Al though there are negatives to it, there are a lot of positives in a way brands can take on these ‘influencers’ as ambassadors to their team to draw in generation zs.
There ar 4 different types of enterprise within the fashion industry.
– the fashion influencer
– setting up a fashion magazine
– becoming a celebrity manager
– becoming an author or information marketer
(Dillon s , 2018)
Each of these work environments/ examples of brand titles, need key people skills. Tehncologically smart is one of the main skills needed in a generation nowadays with AI now having a role to play for the fashion industry (Mitterfellner O, 2019). Communication and good people skills needed with people needing more and more engagement so audiences do not get bored, theorist Gerd Leonard talks on ‘creating experience’ for a consumer.