People
People is the second pillar. Individuals having distinct insights, attitudes, habits, and future intentions are referred to as people. People therefore have an impact on fashion through demand, purchasing patterns, and tastes. Fashion trends are usually created and interpreted by young people, with Gen Z being one of the most important groups at the moment. According to Francis and Hoefel (2018), Gen Z, or people born between 1995 and 2010, are truly digital natives.
Gen Z’s early exposure to the internet, social media, and mobile devices made it simple for them to gather and compare data from a range of sources. Gen Z is therefore considerably more likely to buy inclusive and diverse brands as customers, looking for sustainable, one-of-a-kind, and distinctive products that match their sense of style. One Chinese company that is popular with Generation Z is SHUSHU/TONG, which was founded in 2015 by Liushu Lei and Yutong Jiang (Shushu/Tong 2021).
The designs of SHUSHU/TONG are distinctive and easily recognised, and their items are always associated with cuteness, sexiness, and rebellion. The brand’s visibility has grown dramatically as a result of its alignment with Gen Z’s quest for distinctiveness and SHUSHU/TONG’s publicity and promotion. Apart from upholding branded social media profiles, they also participate actively in fashion weeks and magazines. SHUSHU/TONG frequently reflects the interests of Generation Z through the use of co-branding and celebrity endorsements. This explains why SHUSHU/TONG are popular among Generation Z.
Gen Z has a lot of successful brands and they both have similar ability. First and foremost, brands must possess great communication skills in order to effectively convey their brand’s idea. Innovation and creativity are also essential, and it’s critical to create distinctive, eye-catching designs that appeal to customers. Second, brands must possess exceptional adaptability in order to successfully navigate the ever evolving fashion sector and respond to new challenges and trends. Like they are right now, brands are focusing on sustainability and spreading awareness of eco-friendly production techniques and sustainable practises. Ultimately, given the rapid pace of the market, it will be extremely beneficial to the success and further growth of the company to comprehend its future.
References
Francis, T. and Hoefel, F. (2018) ‘true gen’: Generation Z and its implications for companies, McKinsey & Company. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies (Accessed: 11 October 2023).
About: Shushu/Tong (2021) studio. Available at: https://www.shushutongstudio.com/about/ (Accessed: 12 October 2023).
Olga, M. (no date) ProQuest – Ebook Central, Fashion Marketing and Communication : Theory and Practice Across the Fashion Industry. Available at: https://ebookcentral.proquest.com/ (Accessed: 14 October 2023).