PEOPLE
People are an inextricable and essential component of the fashion industry, as it is consumer behaviour that drives the garment production and marketing strategies of the producers. The behaviour of people can be predicted by examining their generation, which is shaped by the context of the zeitgeist. For example, Gen Z emerged in a climate of technological advancement, including mobile phones, the internet and social media, which generally resulted in a hypercognitive generation able to access many sources of information with ease ( T. Francis et al. 2018). As a result, according to McKinsey and Company, a recent study investigating the behaviour of this generation and its influences on consumer patterns in Brazil determined that the primary drive of Gen Z is the pursuit for the truth.
Therefore, as consumers Gen Z value brands that are transparent about their approaches, especially in regards to critical issues within the fashion industry, such as sustainability and representation. This generational shift in consumers is reshaping the fashion landscape, transcending socioeconomic brackets and extending beyond Gen Z, transforming the whole demographic pyramid ( T. Francis et al. 2018). Whilst this has produced challenges for companies that adhere to the conventional methods of the fashion industry, it has also created opportunities for businesses to adapt to new consumer demands and amend how they deliver value to the customer, as this has been redefined.
Consequently, many brands have attempted to attract Gen Z consumers and adopt their values through sustainable innovation and diversity campaigns. This is evident in Victoria’s Secret, a brand that previously promoted an archetypal model of femininity and sold lingerie on the foundation of satisfying the traditional, patriarchal male gaze and its recent attempts to change this narrative. In recent campaigns, such as ‘Victoria’s Secret : The Tour 23’, there has been a promotion of diversity through showcasing both designers and models of different origins, races and sizes; however, the response was controversial, with many feeling that the representation is insincere and delayed, whilst others believing it completely contradicts the brands image and that it is having an ‘identity crisis’. (M. Dillon, 2023).
Ultimately, this highlights that for a fashion company to be successful, they need to demonstrate that the principles of their brand are in concordance with the modern ideology of Gen Z, such as using sustainable approaches and ensuring their marketing and models are diverse and representative of modern society. Most importantly, as Gen Z demands for transparency, these ideals must be sincere and integrated into the values of the brand, not just used solely as a marketing strategy.
Bibliography:
Dominique, N. (2023). Gen Z Hated ‘Victoria’s Secret: The Tour ’23’. [online] Evie Magazine.
Available at: https://www.eviemagazine.com/post/gen-z-hated-victorias-secret-the-tour-23 [Accessed 14 Oct. 2023].
Francis, T. and Hoefel, F. (2018). ‘True Gen’: Generation Z and Its Implications for Companies. [online] McKinsey & Company.
Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies.