People Blog

When it comes to the fashion industry, the fundamental thing brands depend on are the people, the consumers. Without people not only will brands not be making profit or progress but businesses will not be able to follow consumer behaviour and stay up to date with latest trends. Whether that be scrolling on social media or by the thousands of customers that come through high street brands.

For brands to target there marketing towards the correct group of consumers, the latest generation is referred too as ‘Gen Z’. The people of generation Z loosely come under the age of being born after 1995 having characteristics such as high ambition to ensure security and stability within their life. They are described as true digital natives: from earliest youth, they have been exposed to the internet, to social networks, and to mobile systems. (Francis, T. and Hoefel, F, 2018). Dependent on the generation, Brands must adapt their ethos’s and values to suit the beliefs of consumers, for example people of ‘gen Z’ tend to search for authenticity, generating greater freedom of expression and greater openness to understanding different kinds of people (Francis, T. and Hoefel, F, 2018) reflected in current fashion brand. However, it is difficult for established, fashion brands to constantly keep up with trends especially those who have original and unique pieces. The Future Laboratory’s Deol says, “Gen Z consumers “will check, cross-check, find a dupe, double down on comparisons and consult with their favourite expert influencers before they make a purchase” (Long,2023             )

Although so that newer companies can be successful in making customers happy, they should attend to the three implications:

. Consumption as access rather than possession

. Consumption as an expression of individual identity 

. Consumption as a matter of ethical concern. 

(Francis, T. and Hoefel, F, 2018). According to the state of fashion beauty, Fashion brands can implement several things to attract Gen z, for example by reflecting their values relating to topics ranging from mental health to climate change, while also acknowledging their diversity, all matters which are particularly important to this generation. (McKinsey,2023). This also leads onto a point that gen z tends to purchase items which they know the background behind; for example, where it came from? where it was made? who made it? Etc. For example Selena Gomez’s Rare Beauty brand portray her own issues with mental health, whilst brands like Topicals and Eidem are addressing skin issues found among consumers of colour, hyperpigmentation, and dark spots, deepening the beauty industry conversation around skin tones that was started by brands like Rihanna’s Fenty Beauty. (McKinsey,2023) Lastly to wrap up the blog based on people, it is important know there are many skills a person needs to have in the fashion industry for them to be successful. First and for most having your own sense of style and identity to remain true to yourself, as well as doing unique things that enable you to stand out and maintain motivated. (Gewal,2023).

References

(Francis, T. and Hoefel, F., 2018, ‘True Gen’: Generation Z and its implications for companies)

(McKinsey,2023, The state of fashion Beauty)

(Gewal,2023, Lcf Lecture)

(Long, 2023, Rabanne joins Gen Z beauty race with cosmic cosmetics collections)