PEOPLE
People are at the very epicentre of the Fashion Industry. People impact everything from design, creation to consumption.
Each generation possesses unique characteristics defined by significant global events such as COVID 19 or climate anxiety (Mitterfellner 2023). Generation Z is loosely formed of people born between 1996 and 2010. It is the first generation of ‘digital natives’ which defines those who were born into an era of widespread internet accessibility and as a result, it has created a more politically and socially aware and active generation. (McKinsey & Company 2023)It is vital that brands become knowledgeable about the motivations behind the consumption patterns of Gen Z to respond effectively to the changes in demand of this hyperconnected generation. Gen Z are largely influenced by ethical concerns, individualism and self-expression, whilst the demographic is also shifting towards an access over possession form of consumption. (Francis and Hoefel, 2018)
Diversity in fashion is hugely important to Gen Z and brands who respond to this are more likely to attract consumers from the generation who make up nearly a quarter of the population in the Asia Pacific region (Kim et al, 2020).
Victoria Secret has long been subject to criticism over promoting unrealistic female body standards and glamourising eating disorders. However, Raúl Martinez, the Creative Director of the brand revealed his reason behind joining Victoria Secret was his 15-year-old daughter who said to him ‘Dad. Do it for us. The Gen Zs,’ (Maheshwari and Friedman 2021). Gen Z are a proactive and confrontational generation who will not hesitate to challenge the status quo. Therefore in order to reengage Gen Z, the brand had to reinvent and modernise their image to align with the morals of this generation. They have now created a new group of women to represent the brand named the ‘Victoria Secret Collective’ consisting of women from unique backgrounds each with different body types to dismantle the outdated ‘male gaze’ image formerly promoted by the brand.
It is essential that fashion brands possess certain people skills to be successful. A shift away from the traditional marketing mix towards a more contemporary version is critical for survival. Mitterfellner has identified embracing diversity as being a key skill that should replace ‘place’ in the previous marketing mix model (Mitterfellner 2023). Consumers increasingly demand a more inclusive approach to branding, so brands who educate themselves about achieving widespread representation are more likely to be successful.
Overall, it is impossible to ignore the impact of people in the fashion industry as every single decision made is influenced by shifts in societal opinions and attitudes.
BIBLIOGRAPHY
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: (12/10/23)
Kim, A., McInerney,P., Smith, T.T., and Yamakawa, N. (2020) What makes Asia−Pacific’s Generation Z different? McKinsey & Company. Available at https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/what-makes-asia-pacifics-generation-z-different Accessed: (12/10/23)
Maheshwari, S and Friedman, V, (2021) The New York Times, ‘Victoria’s Secret Swaps Angels for ‘What Women Want.’ Will They Buy It?’ Published June 16, 2021. Available at: https://www.nytimes.com/2021/06/16/business/victorias-secret-collective-megan-rapinoe.html Accessed: (12/10/23)
McKinsey & Company (2023). What is gen Z? Available at: https://www.mckinsey.com/featured-insights/mckinseyexplainers/what-is-gen-z Accessed: (12/10/23)
Mitterfellner, O. (2023). Chapter 8- The Future of Luxury Fashion Brands