People
People, in relation to the fashion industry are the consumers and people involved with fashion in general, including people behind the production such as designers and floor workers. Specifically Gen z, have developed a larger market online and in real life, which has shaped the people factor in the fashion industry. All of the ‘generations’ work in different parts of the fashion industry from the manufacturing to the marketing.
Gen z as consumers are very different to previous generations like Gen x as their emotions and are much more tied to their choices of who and where they buy from. For example, nine out of ten gen-zers have agreed that companies have a responsibility to address environmental and social issues already opening a much larger market based around sustainability, in order to appeal or be accepted by gen z. aside from being more sustainability oriented, have an impact on all generations because of their enthusiasm and innovation derived from their increased interconnectedness among other gen zers from the internet. the internet is an integral part of gen zs lives, and are described as digital natives. Evidently, this would change the way products should be marketed towards them and shifts the marketing approach to more social media focused methods. Therefore combining social media figures and influencers with a desirable theme, for example Kim Kardashian with her Skims range, based on equality and body positivity and acceptance, which would appeal to the young viewer seeing their favourite influencer wearing progressive clothes.
In addition to influencers or celebrities being key in social media marketing, there have been various notable examples of brands being heavily advertised by artists or celebrities. One of the main examples that comes to mind is Mathew Williams Alyx 9SM. Founded in 2015, he founded the brand with a deep affinity with street culture, and worked with his frequent collaborators Kanye West and even Travis Scott to promote Alyx. Of course, Kanye and Travis have had a huge fanbase, alot of them Gen z. By collaborating with Artists Mathew was able to attract alot a much more devoted and young fanbase due to their association with these figureheads in hiphop. Less famously, he further increased his range in the youth music scene, by collaborating with more underground artists such as Destroy lonely. They partnered up to create the 1017 Alyx 9SM x Destroy Lonely collection which opened up the brand to a whole new demographic, predominantly youth.
In conclusion, the people skills needed to market a brand in the modern world especially, is understanding how to use the internet and connections to promote and please the customers ideologically and culturally. By incorporating pop culture and recent issues including racism, sustainability and body positivity it increases the range and acceptance by consumers.
https://www.businessoffashion.com/community/people/matthew-williams
on Alyx and its history and methods
https://showstudio.com/news/1017-alyx-9sm-teams-up-with-rapper-destroy-lonely
collaboration with Artists and its effect on gen z