Fashion and People
People, or the main demographic of a fashion firm, play an essential role in developing marketing strategies and selling their products and services. According to Lee (2022), “In the US, Gen-Z is particularly shaping the culture and moving the economy with a purchasing power of about $360 billion.” Although reading the aforementioned statement provides insight into how dominant Gen Z is, the question of who Gen Z is arises. Why are they crucial, and how has Gen Z affected the fashion industry? Gen Z or Generation Z comprises people born between the years 1996 and 2010; also called the “digital natives” (the first generation to grow up with the internet as a part of daily life) and are more interested in belonging to an inclusive, supportive community. (McKinsey & Company, 2023)
Gen Z is known to have strong values like racial justice, sustainability, and individual expression. (McKinsey & Company, 2023, Francis and Hoefel, 2018) “Gen Z also make decisions and relate to institutions in a highly analytical and pragmatic way which is why Gen Z is “True Gen.”” (Francis and Hoefel, 2018) Having such strong ideals, influences the purchasing experience and allows for pragmatic thinking before making a purchase. As a result, marketing products to Gen Z must take a different approach, including digital marketing on platforms such as Instagram and TikTok, building a positive brand image, collaborating with influencers, providing authenticity, and more. Furthermore, Sabrina Bahsoon, aka, “tube girl” from TikTok is not only sitting front row at Fashion Week but also walking the ramp. (Chitrakorn, 2023) “After walking Mac Cosmetics’ “The Face Show” event during London Fashion Week, she has already been spotted at Balmain and Courreges, and walked the runway for Christian Cowan.” (Chitrakorn, 2023) This increased the brand’s following among Gen Z.
To entice Gen Z consumers to their brand, several companies have begun including diversity and inclusivity. For example, “Fenty launched in 2017 with “foundation for all” — and though it was not the first company to offer makeup in an extensive array of skin tones, it quickly became the most buzz-worthy.” (Wingard, 2019) Similarly, Uniqlo gained a lot of Gen Z interest after Phillimore posted her ode to Uniqlo in April 2022, countless others have created “what’s in my bag” TikToks featuring the cross-body bag, and #uniqlobag has 70 million views on the platform. (Miller, 2023)
The Inner Developmental Goals or IDGs provide an essential framework of transformative skills for sustainable development on how to develop necessary skills. (Inner Developmental Goals, n.d.) This framework consists of five dimensions, being, thinking, relating, collaborating, and acting. (Inner Developmental Goals, n.d.) As a result, effective communication, leadership, flexibility and agility, and self-awareness are some key people skills needed for a fashion brand to be successful.
Reference List:
Chitrakorn, K. (2023). Tube Girl at Balmain? Internet personalities are invading fashion week. Available at: https://www.voguebusiness.com/fashion/tube-girl-at-balmain-internet-personalities-are-invading-fashion-week(Accessed: 14 October 2023).
Francis, T and Hoefel, F. (2018). “True Gen”: Generation Z and its implications for companies. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies (Accessed: 13 October 2023).
Inner Developmental Goals. (n.d.). Inner Developmental Goals: The Initiative. Available at: https://www.innerdevelopmentgoals.org (Accessed: 14 October 2023).
Lee, D. (2022). Gen Z and Fashion in the Age of Realism. Available at: https://www.businessoffashion.com/reports/retail/gen-z-fashion-in-the-age-of-realism-bof-insights-social-media-report/ (Accessed: 13 October 2023).
McKinsey & Company. (2023). What is Gen Z? Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (Accessed: 13 October 2023).
Miller, D. (2023). How Uniqlo finally won over Gen Z. Available at: https://www.businessoffashion.com/articles/retail/uniqlo-gen-z-retail-expansion/ (Accessed: 14 October 2023).
Wingard, J. (2019) Rihanna’s ‘Fenty Beauty’: A Leadership Case for Customer Inclusivity. Available at: https://www.forbes.com/sites/jasonwingard/2019/08/02/rihannas-fenty-beauty–a-leadership-case-for-customer-inclusivity/?sh=19b538303460 (Accessed: 14 October 2023)
Reference for figures:
Fig 1:
johnstocker. (n.d.). Dancing party group illustration. Available at: https://www.freepik.com/premium-vector/dancing-party-group-illustration_3959570.htm (Accessed: 15 October 2023).
Fig 2:
Ring, E. (2023). Everything the iconic tube girl has been upto, from modelling to becoming a MAC partner. Available at: https://thetab.com/uk/2023/09/18/everything-the-iconic-tube-girl-has-been-up-to-from-modelling-to-becoming-a-mac-partner-329594 (Accessed: 15 October 2023).
Fig 3:
Uniqlo. (no date). Nylon cross body bag. Available at: https://www.uniqlo.com/au/en/products/E453376-000?colorCode=COL09 (Accessed: 15 October 2023).