THE PEOPLE VS THE FASHION INDUSTRY
People make a huge impact on companies as they tend to shape what they put out such as content or even the products being produced.
As of today, fashion companies tend to market to the ‘Gen-Z’ generation (people born between 1995-2010 commonly associated with the use and ease of digital technology). It’s often said that they tend to often adapt to new things quicker than older generations because they are eager to learn each day (Inner Development goals-UN). The generation is always pushing the boundaries of diversity and inclusivity, making people/companies become innovative with their ideas and breaking down the old patriarchal paradigms.
Gen Z’s are known to be quite outspoken on opinions about certain topics, as well as being in support of freedom of speech. There are platforms which have encouraged this behaviour such as Instagram, Facebook, Twitter and TikTok. Most have thus championed free speech through improvements in certain sectors to improve diversity and inclusion. Brands such as Victoria Secret and Savage Fenty have used a diverse series of models that target different demographics which ranges from the use of different races, gender identification, body types and disabilities. Although some brands which have decided to adapt this change often get backlash as they seem to be conforming to consumer beliefs rather than believing it themselves. It’s stereotypical for luxury brands to have models that have a certain look to fit the values of companies; when it comes to typical high street brands consumers tend to more accepting of the company’s inclusivity of all demographics such as Nike. Nike have created designs to cater to all body types as well most religions such as Muslims (hijabs).
Brands have incorporated AI into marketing strategies, retail experiences and product recommendations in order to appeal to the younger generations. Promotional material advertised by Jacquemus depicts their signature bags with motor effects suggesting a ‘fast and furious’ image of the brand. Ai is a fast-developing form of technology which has been shown to improve the fast fashion experience, however, the less satisfactory nature of AI has proven an area of contention therefore intriguing a wider audience. A general trend towards the development of digital technology within fashion is seen through a recent uptick in hiring of individuals with advanced technological skills (stolzoff, 2018). Still raising the question, do brands hold onto their beliefs or adjust to the people’s ideology?
References
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Francis, T. (2018). ‘True Gen’: Generation Z and its implications for companies. [Online]. Tracy Francis and Fernanda Hoefel. Available at: https://www.mckinsey.com/~/media/mckinsey/industries/consumer%20packaged%20goods/our%20insights/true%20gen%20generation%[Accessed 6th October 2023].
GlobalGrid. (2021). Rihanna Continues To Champion Diversity & Inclusion With Savage X Fenty Vol. 3 Show. [Online]. Global Grid. Last Updated: September 28, 2021. Available at: https://globalgrind.com/5164716/rihanna-continues-to-champion-diversity-inclusion-with-savage-x-fent [Accessed 12th October 2023].
Inner Development Goals. (2023). The initiative. [Online]. Inner Development Goals. Last Updated: 2023. Available at: https://www.innerdevelopmentgoals.org/ [Accessed 10th October 2023].
Rachna Yadav. (2020). Diversity and Inclusion – The new ‘social un-conditioning’. [Online]. peoplemattersglobal. Last Updated: 26th April 2020. Available at: https://www.peoplemattersglobal.com/blog/diversity/diversity-and-inclusion-the-new-social-un-conditi [Accessed 12th October 2023].