PEOPLE AND GEN Z
Let’s dive into how Gen Z consumers are wielding their influence in the fashion industry. While discovering how fashion businesses can meet their expectations in order to thrive. People are becoming the centre of the fashion industry, they are setting trends and pushing for sustainability like never before !
Generation Z, born between 1996 and 2010, represents the youngest cohort of consumers within the fashion industry. They are considered true digital natives, due to being exposed to online platforms from an early age. (Francis and Hoefel, 2018). Gen Zers hold deep values towards sustainability, they like to see businesses advocating for a greener and more equitable future. (McKinsey, 2023). Analysing these consumers and their shopping behaviours assist in a businesses success. Businesses must ensure that their actions align with their professed principles when addressing production concerns and labour ethics (Francis and Hoefel, 2018).
The Inner Development Goals (IDGs) is an organization that focuses on research to support society in living more purposeful and sustainable lives. It’s important to recognize that the fashion industry cannot achieve the SDGs without prioritizing the IDGs first (IDGs, 2023).
Being more innovative and incorporating storytelling elements into their products is key. Gen Zers are drawn to brands that have a compelling narrative and a clear purpose (McKinsey, 2023). Gen Zers are surrounded by tech, therefore brands that embrace technology have a big advantage. TikTok especially, has seen significant growth in the fashion industry, with fashion inspiration on the platform increasing from 38% in 2022 to 50% in 2023 (Drapers, 2023). If brands fail to adopt an omnichannel approach to cater to the 92% of Gen Zers who shop on mobile apps, they risk losing out on potential profits. It is crucial for brands to strategize and ensure they are present across multiple channels (Drapers, 2023).
While many brands excel in embracing diversity, let’s discuss those that fell short. Victoria’s Secret, their fashion shows initially garnered significant appeal with numerous models, but their portrayal of beauty became disconnected from reality and objectified women. As they resisted change, their audience turned to brands like Savage X Fenty, founded by Rihanna, which celebrated diversity in body types and sizes (AFPRELAXNEWS, 2023).
To thrive in the fashion industry, fashion brands must possess essential people skills. Willing to collaborate with others, being original and creative is paramount also, but it’s equally important to uphold the values promised to consumers while aiming to be creative. Listening plays a pivotal role in building successful relationships and understanding the needs of the market (Otto Scharmer, 2020).
Reference List:
Drapers: Gen Z and Millenials – Understanding the next generation of shoppers.
(2023)
Accessed on : 12/10/2023
India Forbes: Victoria’s Secret revives its annual show, promising a new and more inclusive focus.
Written by AFPRELAXNEWS (2023)
Accessed on : 12/10/2023.
Inner Development Goals: The IDGs Film
Online (2023).
Accessed on: 13/10/2023.
IDGs: Transformational skills for sustainable development (2023)
Online PDF.
Accessed on: 12/10/2023
McKinsey & Company: What is Gen Z ?
(2023) Online
Accessed on: 12/10/2023
McKinsey & Company
True Gen: Generation Z and its implications for companies.
Francis, T and Hoefel, F (2018).
Accessed on : 13/10/2023