Fashion vs Gen Z
‘People’ is truly the biggest umbrella term used in our time, we differ from one another drastically, but we all have one thing in common in terms of fashion, we are all consumers. Business’ take a lot of care in selecting the correct group and focusing on them as their target audience for the products they’re trying to sell. ‘Targeting the correct demographic will grow your presence with the right customers’ (Tome, 2020). However, catering for the standards of Gen Z has shown to be more demanding than any other generation before. The rise of the digital world and experiences such as the pandemic have shaped us to be more ethical and self-conscious of the damage we create. As shoppers, Gen Z has a sense of morality and key principles that they live by, the main two being racial justice and sustainability. These are not just biased views but a set of values that need to be dealt with pragmatically. Companies should exercise this by creating more opportunities for those who are underrepresented and come from diverse backgrounds; appreciation for other cultures is most important. ‘It is often assumed that creating more diverse campaigns and including a diverse range of models on the catwalk is enough. However, without inclusivity, diversity can be seen as tokenistic’ (Baram, 2019).
Note there is no shame in holding established companies accountable when they have made critical errors either on the runway or online campaigns. For example, the MET gala theme this year was heavily criticised due to Karl Lagerfeld and his links to fatphobia or Marc Jacobs’ collection in 2017, where his predominantly white cast came out with coloured dreadlocks, Gen Z made it clear they were not in support.
‘When facing a crisis, companies should begin by looking inward, using introspection as a strategy to inform next steps and implement meaningful change’ (Rocca, 2023). Therefore, to attract Gen Z into buying from your company you must be genuine. Skills such as self-awareness and crisis management are vital for when errors are made, a company should be able to treat backlash delicately, without upsetting more and more people as this will deter business completely.
Despite the negatives, we still need to give credit to the brands that have tackled the problem well. Brand activism is a well-executed approach for any business to take. A public stance on what they believe in, revealing true intentions to the customer so they feel well-informed. A model for this is Dove beauty, who share a page on their website known as ‘Dove Self-Esteem Project’. This contains guides or advice for parents and teachers globally, aiming to promote confidence in young girls and empower their beauty. This is a nice change in marketing too as there are women of all colour shown in this media, rather than the previous beauty standards forced upon us. Therefore, it’s safe to say a reward for being transparent and honest is, in turn, how you gain acceptance from Gen Z.
Reference list:
Ines Tome (2020) British Academy of fashion Design
Available at:
https://www.fashiondesignacademy.co.uk/blog/how-to-identify-your-fashion-target-market
Chana Baram (2019) Mintel: Why more luxury brands are focusing on diversity
Available at:
https://www.mintel.com/retail-market-news/why-more-luxury-brands-are-focusing-on-diversity/
Martina Rocca (2023) WGSN: Chaos Society, Crisis Management
Available at:
https://www.wgsn.com/insight/article/6489c922b45fe0574eb7d49a