People
People always play an important role in the fashion industry, from the founder of a brand to the consumer who is purchasing, people are always leading the track. As people always create a connected environment that can encourage creativity, unique ideas and innovation. Moreover, combined opinions can have a great positive impact on market trends and industry courses. So people are actually adding financial, social relevance and different culture to the fashion industry(McKinsey & Company, 2023).
People of Generation Z were born between 1996 and 2010. The digital era, concerns about the environment, a changed financial landscape, and COVID-19 have all influenced the identity of this generation (McKinsey & Company, 2023). GenZ is living in a fast growing and advanced world, which sets them apart from the previous generations. As mentioned by the Talon.One report, Genz tends to be “informed consumer” and more “digital natives” (Talon.One, 2023). Developing in a world that is full of social media and updated news, Genz will always do research and weigh up options before purchasing goods and making buying decisions. Moreover, GenZ places high importance on brand ethics and corporate responsibility, compared to the Millennials (McKinsey & Company, 2023).
There are millions of brands in this world, how to be the brand that stands out and attracts the GenZ ? First of all, demonstrate a clear sustainability emphasis for the brand. For example, what materials their products are using and what eco-friendly method they are using on reducing waste. Having a transparent social and environmental responsibility can better help consumers understand and gain trust in the entire brand (McKinsey & Company, 2023). Moreover, create channels that can let GenZ consumers specify their interested brand. The use of social media including TikTok, Instagram, Snapchat and Facebook etc. can gain opportunities to present products in front of GenZ customers and create a strong and authentic presence of the brand (SearchEngineJournal, 2022).
Diversity is also an eye-catching topic, brands being diverse can draw much attention from people all around the world, which can increase profit and gain brand’s popularity. Zara is an example that has been doing a great job on brand’s diversity, such as using models of all races, ages, shapes, sizes and abilities (WhoToWear, 2019). Nevertheless, create suitable designs and products for different countries. Various Zara items sold in Asia and Europe have entirely different designs, demonstrating that Zara understands the needs and wants of different customers around the world. This can not only satisfy the taste and fashion of different people, but also prove that Zara is a diverse brand.
How do “people” create an important role in a fashion brand to make it successful? Leader is an important character, leading the firm and company to work on processes, give interesting, great ideas and inspire employers to boost a brand to walk on a better pathway(Medium, 2019). Furthermore, the customer services team is also a key role. In this GenZ leading society, listening to GenZ opinions and satisfying their requirements can increase the demand of the brand and generate a positive result for the consumer. There are much more roles a brand should include to produce a better outcome, that’s why teamwork is very important, as to combine different colleagues’ opinions and ideas to bring products and services to market successfully.
Reference list
Bewicke, H. (2023). Gen Z consumer behavior: What you need to know. [online] Talon.One. Available at: https://www.talon.one/blog/gen-z-consumer-behavior-what-you-need-to-know.
Kristiansson, K. (2019). Who Do You Need On You Fashion Brand Team? [online] Medium. Available at: https://medium.com/@klas_apparel_entrepreneurship/who-do-you-need-on-you-fashion-brand-team-2bdf668c27fb.
Macura, A. (2022). Marketing To Gen Z: How To Do It The Right Way. [online] Search Engine Journal. Available at: https://www.searchenginejournal.com/marketing-to-gen-z/471784/#close.
McKinsey (2023). What is Gen Z? | McKinsey. [online] www.mckinsey.com. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z .
Moran, G. (2022). Gen Z and Millennials 2022. [online] Drapers. Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2022.
Parker, K. and Igielnik, R. (2020). What We Know About Gen Z So Far. [online] Pew Research Center. Available at: https://www.pewresearch.org/social-trends/2020/05/14/on-the-cusp-of-adulthood-and-facing-an-uncertain-future-what-we-know-about-gen-z-so-far-2/.
Smith, T. (2023). The Z: Using Social Media to Attract a Gen Z Audience | Meetings Today. [online] www.meetingstoday.com. Available at: https://www.meetingstoday.com/articles/143812/z-using-social-media-attract-gen-z-audience [Accessed 17 Oct. 2023].