People
When trying to change the model of the current fashion industry, what must we start to change? The attitudes of people is where to start manoeuvring change. Although companies can devise sustainable practices and strategies, the sustainable development goals cannot be achieved before the inner development goals. Selfishness, greed and apathy are the 3 catastrophic reasons which cause environmental disasters (2021).
Generation Z is an important societal group when discussing change because they are reported to be the generation that “mobilize themselves for a variety of causes” and strive to “solve conflicts and improve the world” (Francis & Hoefel, 2018). It was reported that nearly 50% of the gen Z population have said they would avoid purchasing from a brand that does align their values proving how Gen Z are aware of brands unethical history and show concern over causes (Moran, 2022). With exposure to the internet at an early age, gen z is the generation most open minded towards various themes such as identity. Subsequently, they express concern over issues regarding race and ethnicity, as well as gender and femininity (Francis & Hoefel, 2018).
Brands may consider it difficult to appeal to Generation Z since they are confrontational and opinionated, however Gen Z may appreciate brands that are inclusive, unique and genuine. In the current industry, the lack of inclusivity and one-size fits all mentality is not adequate due to the diverse body types which continue to increase in average body type (Francis & Hoefel, 2018). The lack of diversity within the fashion industry has been previously addressed, thus there has been a difference with models and advertisement which reaches all audiences. Unique brands attract gen z as they seek out individuality and Mckinsey reported that Gen Z is willing to pay more for personalised items(Moran, 2022). Marc Jacobs clothing, in the past, has not been able to satisfy the demands of the youth. However, as an attempt to engage with the Gen Z consumers, they have created a subsidiary line called Heaven which has been successful due to the y2k style and unique pieces(Subair, 2022). Additionally, Gen Z searches for brands that fulfil the actions they have advertised because brands profit off causes and gen z are quick to confront the brands about these issues.
For brands to remain successful, they must have some key people skills; these skills include listening, creativity and communication. Listening is a significant skill because brands must listen to consumers’ needs and demands to maintain relevance and popularity. Additionally, creativity links to exploring various platforms to engage a greater audience as well as attempting different styles beyond the norm. Another crucial skill is communication and the way companies communicate to their consumers; being transparent with consumers is the way to avoid misinformation and if misinformation occurs, explaining effectively can solve the problem. Ultimately, it is essential that brands take into consideration consumers as they can either make a company flourish or fail.
Reference list:
Aoki, S. (2020) Models for heaven campaign.
Francis, T. and Hoefel, F. (2018) True Gen’: Generation Z and its implications for companies, McKinsey&Company (Online) Available at: https://www.mckinsey.com/~/media/McKinsey/Industries/Consumer%20Packaged%20Goods/Our%20Insights/True%20Gen%20Generation%20Z%20and%20its%20implications%20for%20companies/Generation-Z-and-its-implication-for-companies.ashx (Accessed: 11 October 2023).
Inner Development Goals film (2021). YouTube (Online) Available at: https://www.youtube.com/watch?v=xsB5ci-rgGg (Accessed: 10 October 2023).
McKinsey & Company (2023) What is Gen Z? (Online) Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (Accessed: 11 October 2023).
Moran, G. (2022) Gen Z and millennials 2022, Drapers (Online) Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2022 (Accessed: 11 October 2023).
Subair, E. (2022) How Marc Jacobs’s heaven became a gen-z fashion obsession, British Vogue (Online) Available at: https://www.vogue.co.uk/fashion/article/ava-nirui-heaven-interview-2022 (Accessed: 11 October 2023).