People
People are the backbone of fashion. Without consumers, the fashion industry would be nothing. People create ideas for the fashion industry, people manage the fashion industry and people buy into the fashion industry.
Gen Z are a new type of consumer differing from every previous generation. Growing up with technology has shaped the way that Gen Z interacts with the fashion world, with 92% saying that they order clothes on an app online (Drapes, 2023). Gen Z consumers are much more invested in the backstory of a brand and aim to choose brands that reflect their values.
In order to attract Gen Z, brands need to adapt to the current trends and climate. Brands that perfect the art of content creation and showing a curated stance on politics will be successful within the Gen Z climate. Gen Z believe in the efficacy of buisnesses fighting for change to solve conflicts (Mckinsey, 2023), and value brands who push towards change and show a strong political viewpoint. Two issues in particular that Gen Z are extremely passionate about are sustainability and equality (Drapers, 2023) and brands showing commitment to those causes will be rewarded will a loyal Gen Z fanbase.
One brand that has adapted to diversity and the Gen Z consumer climate perfectly is Skims, the shapewear brand by Kim Kardashian. Contrasting from the typical shape wear brand advertising, such as that of Victoria Secret, Skims uses a diverse range of models and choses influencers and singers to model their clothes, people that the targeted Gen Z audience will already be aware of. Skims doesn’t just include larger sizing- it accomodates all shapes and sizes (Harpers Bazaar, 2023) This accessibilty to everyone has rewarded the company very well, as Skims was recently valued at $4 billion (The New York Times, 2023).
The key people skills needed for a brand to be successful are to be able to create a connection between the brand and the consumer and to create a rapport between them. Building a sense of loyalty between the buyer and the brand will lead to further buisness and encourage the consumer to not only buy into the brands fashion, but also the ideals of the brand and the lifestyle it is trying to sell. People in the fashion industry need to be able to adapt and work alongside AI, and new boundary pushing technologies, as well as demonstrating skills that can’t be found in AI workers, such as listening skills, forming real connections and understanding what the human consumers want.
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: 12 October 2023)
Merced, M.J.D.L. (2023) Kim Kardashian’s skims is now worth $4 billion, The New York Times. Available at: https://www.nytimes.com/2023/07/19/business/dealbook/skims-kim-kardashian-fundraise.html (Accessed: 12 October 2023).
Moran, G. (2023) Gen Z and millennials 2023 report, Drapers. Available at: https://www.drapersonline.com/insight/drapers-bespoke/gen-z-and-millennials-2023-report(Accessed: 12 October 2023).
Thesis, B. (2023) Emma Grede: “Diversity is a superpower in business”, Harper’s Bazaar. Available at: https://www.harpersbazaar.com/uk/people-parties/bazaar-at-work/a42485248/emma-grede-skims-business-advice-interview/ (Accessed: 12 October 2023).