PEOPLE

GEN-Z / CENTENNIALS

Technology, the internet and smartphones are integral to the lives of Generation Z. This cohort encompasses those born from 1996 to now and includes individuals who possess a remarkable aptitude for quickly grasping information and using various mobile applications. Members of Generation Z place a greater emphasis on brand identity and expression, possess greater means for personal expression and hold social responsibility values. Additionally, their concerns extend to environmental pollution and social security issues.（McKinsey, 2023) At the same time, Gen Z can quick access to information, allowing them to compare items across multiple websites and with their increased independence, customize their shopping experience based on their individual preferences.

HOW TO MARKET TO GEN-Z？

74% of Gen Z say they shop online at least monthly, indicating that online shopping is becoming increasingly popular with them. Live streaming provides a fast and simple way for customers to view products and receive informative descriptions while GEN-Z has the shortest attention span of all generations. ( Fashionary International, 2019)A pleasant and popular endorser plays a pivotal role as a brand ambassador (Atkin, 1984) who can boost consumers’ positive attitudes, leading to an inclination to make a purchase.Kim Kardashian, one of the world’s number one Internet celebrity, founded the eponymous clothing brand SKIMS, which sold $2 million worth of clothing in the first minute of its launch due to her immense influence. In less than three years the brand’s value has risen to £3.2 billion.（Greenwood，2022）

INCLUSIVE DIVERSITY- FENTY BEAUTY

The launch of Fenty Beauty’s first foundation has been widely acclaimed for its extensive color palette of 40 shades, including over two dozen colored loose powders, each meticulously crafted to appeal to a diverse group of women with a sense of inclusivity. The company’s founder, Rihana, has heralded a message of “Beauty for all”.The beauty range caters not only to women of colour, but also to albino women who have difficulties finding lighter foundation shades.（Ismail, 2018）Rihanna has released a promotional video offering a glimpse into the style of her brand’s products. In the 55-second video, Rihanna appears alongside a diverse group of women from various racial, ethnic, religious, cultural, and socioeconomic backgrounds. Fenty Beauty aims to encourage young girls and boys to reject strict societal standards of beauty and to embrace their idea of beauty. For decades, women have been bombarded with beauty ads that promote similarly unattainable images of beauty.(Miller, 2022)

HOW CAN RIHANA MADE THE SUCCESS?

Courage to try different areas

But well before 2017, she had the notion of entering the fashion industry, remarking in a fashion magazine interview, “I need to consider what’s next, even though it’s a shame because people should live in the moment. I’ve begun pursuing other creative interests recently. That’s what brings me joy.” (Hunter, cited in Millennial, ND) After assuming the position of Puma’s fashion director, she transitioned into the fashion industry. She designed a collection entitled “PUMA&FENTY,” which increased the brand’s quarterly net profit by 92% (Wray, 2017). Furthermore, she has collaborated on sunglasses and jewellery with Dior and Chopard respectively, and has successfully launched various brands using diverse methods.

REFERENCE LIST

Chow, S., (2019). The Fashion Business Manual: An Illustrated Guide to Building a Fashion Brand. Fashionary International Ltd.

Freiden, J. B., (1984), “Advertising spokesperson effects-An examination of endorser type and gender on 2 audiences”, Journal of Advertising Research, vol. 24, no. 5, pp. 33- 41.

Greenwood, E., (2022). Kim Kardashian Says Her 20-Year Reign of Relevance Is Thanks to This One Personality Trait. [Online]. Entrepreneur. Last updated: 4 October 2022. Available at: https://www.entrepreneur.com/leadership/kim-kardashian-says-her-20-year-reign-of-relevance-is/435867[Accessed 11 October 2023].

Hunter,B., 6 Tips on Success We Learned From Rihanna, the Ultimate Serial Entrepreneur. [Online]. Career Contessa. Last updated:ND. Available at:https://www.careercontessa.com/advice/rihanna-the-ultimate-serial-entrepreneur/ [Accessed 12 October 12, 2023]

Ismail, A.,（2018). International Marketing Strategies in the Celebrity Cosmetics Industry. A Dual Case Study: Huda Beauty and Fenty Beauty, pp. 33.

Králová, P.J.P., (2020). Customer insights and online shopping attitude of Gen Z. The 14th International Days of Statistics and Economics, Prague. Králová PJP.

Lim, X.J., Radzol, A.M., Cheah, J. and Wong, M.W., (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian journal of business research, 7(2), pp.19-36.

McKinsey, (2023). What is Gen Z? [Online]. McKinsey&Company. Last updated: 20 March 2023. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z[Accessed 11 October 11, 2023].

Wray, A., In the Age of Influencers, Rihanna’s Fenty x Puma Success Proves Musicians Still Reign Supreme. [Online]. Billboard. Last updated:29 May 2017. Available at: https://www.billboard.com/music/music-news/rihannas-fenty-puma-success-proves-musicians-are-the-best-influencers-7809628/[Accessed 12 October 2023]