People
Putting people at the core of a brand’s identity is not just a trendy marketing approach; it’s a strategic decision that can lead to a more authentic, relatable, and successful brand. By recognizing and respecting the diversity and values of customers and employees, fashion brands, and businesses in general can build stronger, more sustainable relationships and make a positive impact on society.
Businesses have recently started embracing the social media site Tik Tok as a tool. One of TikTok’s distinguishing qualities is the focus it places on brand authenticity. By using TikTok, businesses can produce honest, unfiltered content that appeals to this audience. They can engage in trends that gen z finds relatable, give behind-the-scenes looks, and highlight the people behind the company. With potential clients, this authenticity promotes trust and long-lasting partnerships. However, because of this effective marketing, overconsumption has significantly increased in the fashion sector, and despite the generation’s distinctive individualistic culture, there is now more pressure to adhere to particular fashion and design styles. The fundamental goals of marketing are identifying a need in society and proving that your products can fill it. The fashion sector, however, is distinct in that it creates that void (McKinsey, 2023). Profiting on this enmity, businesses propagate the lie that consuming commodities and services is the only way to sustain in society (Lascity, M.E. ,2021). Therefore, it’s not about going without material things. It’s about the rat race.
Nike, a global sportswear giant has been at the forefront of marketing to Gen Z, with a focus on diversity and inclusivity. Nike launched the “You can’t stop us” campaign in July 202 amidst the backdrop of the covid-19 pandemic and the global Black Lives Matter movement. The campaign serves as an excellent case study of a fashion brand effectively marketing to Gen z on a profound level. The campaign not only contributed to a positive brand image but also demonstrated the potential for fashion brands to use their platforms to drive social change and promote values cherished by this influential generation. In conclusion, brands aiming to effectively market to Gen Z must grasp their shopping habits. Authenticity, social responsibility, and digital convenience are important to Gen Z (McKinsey, 2018) and brands must develop essential people skills if they want to keep their interest and loyalty as they develop. These abilities include empathy, and the ability to adapt and accommodate to shifting generational preferences. Additionally, for brands to create and maintain a strong presence in the ever-evolving Gen Z market, they must practise open communication, be committed to sustainability, and be in tune with the values and interests of this generation.
Francis, T., & Hoefel, F. (2018). ‘True Gen’: Generation Z and its implications for companies. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies
Lascity, M.E. (2021) Communicating fashion: clothing culture and media. London: Bloomsbury Visual Arts.
Business of Fashion (BOF) and McKinsey & Company. (2023). The State of Fashion 2023. https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/state