People
Generation Z consists of the cohort born between 1996 and 2010, they are digital natives with a breadth of knowledge in regards to the internet due to having grown up in the presence of social media and access to online resources. Generation Z generally have strong values in relation to sustainability and global issues, they are able to with-hold the fast changing trends that are continuously being set. When looking at Generation Z from a fashion industry view, it is apparent that they lean towards independence and expression but also conformity in their clothing. Gen Z thrift and explore vintage styles which are in line with circular fashion that derives from their environmental concerns. Gen Z wardrobes are a mixture of cheap fast fashion and treasured vintage pieces which encapsulates the paradoxical image of this generation which reflects that they cannot be boxed into one stereotype. (McKinsey & Company, 2023)
When it comes to a brand attempting to attract Gen Z, there are some key attributes in which the generation looks towards when shopping. Interactivity plays a role, as 53% of Gen Z chose physical stores as their preferred shopping channel this year. Online fashion businesses have noticed the importance of in person shopping and brands such as Gymshark have opened their first store on London Regents Street. Omnicommerce is also an attraction for Gen Z when shopping, they want to be able to shop across channels interchangeably and ensure that a brand’s proposition is seamless across all platforms. Trust is a priority for Gen Z, Jermaine Lapwood director of future trends and innovation at Primark stated “Gen Z have higher expectations of brands than most when it comes to expecting them to uphold their promises, deliver the highest quality and live up to their values” (Moran, 2022). Sustainability continues to be a prevalent factor for Gen Z when buying, while consumers can give out mixed messages they continue to choose more sustainable forms of shopping, particularly rental and resale. (Moran, 2022)
Younger consumers such as Gen Z have been pivotal to breaking down barriers to greater acceptance and diversity within the fashion industry. The fashion industry is moving towards gender fluid fashion and brands need to consider how they may involve this into their marketing and product design. According to research conducted by company Klarna, 50% of Gen-Z globally have purchased fashion outside of their gender identity and 70% of consumers say they are interested in purchasing gender-fluid fashion in the future. (McKinsey & Company, 2023). Calvin Klein collaborated with Palace in 2022 on a collection consisting of denim, underwear and sweatshirts that were all not categorised by gender and saw the world’s first unisex fragrance launched. It is likely that companies will progressively integrate gender-fluid products into their business strategies and design process. These shifts will likely become more prevalent in the industry as Gen Z consumers mature and their purchasing power increases. (McKinsey & Company, 2023)
Fashion brands will need to move progressively forward and hire workers with key skills to work within the industry. With the fashion industry being so competitive the baseline skills such as critical thinking and a balance of technological and people skills will be required. Communication is also vital with a strong set of values to ensure cultural, social and environmental awareness to understand ethical and responsible consumption is also of heightened importance (McKinsey & Company, 2023). These skills and attributes will allow brands to continue to grow within the fast paced fashion industry.
References:
Moran, G. (2022) Drapers, Gen Z and Millennials 2022.
https://www.drapersonline.com/guides/gen-z-and-millennials-2023
The State Of Fashion Beauty (2023) McKinsey & Company
https://cdn.businessoffashion.com/reports/The_State_of_Fashion_Beauty_2023.pdf
What is Gen Z? (2023) McKinsey & Company.
Mitterfellner, O. (2023). Chapter 8- The Future of Luxury Fashion Brands