People
Fig 1: People
People’s daily lives are heavily influenced by fashion. Fashion is a way of expressing oneself, and all fashion businesses are formed by individuals, humans are the most closely related pillar in fashion. Designers, models, fashion influencers, consumers, and others are all human aspects of the fashion industry.
People born between 1996 and 2010 are considered Generation Z. Younger consumers are deeply concerned about social and environmental issues, which many see as defining issues of our day. They increasingly back up their beliefs with their purchasing habits, preferring brands that share their values and shunning those that do not. Almost nine out of ten Generation Z consumers feel businesses have a duty to solve environmental and social challenges. (McKinsey, 2023)
This generation searches truth in this generation. Individual expression is important to Generation Z, and they resist labels. They organize for a wide range of issues. They have a strong belief in the power of conversation to resolve issues and improve the world. That is why, in our opinion, Gen Z is the “True Gen.” Its members are more idealistic, combative, and less inclined to accept opposing viewpoints.Companies should be aware of three consequences for this generation: consumption as access rather than possession, consumption as a statement of individual identity, and consumption as a source of income. Businesses must reconsider how they give value to customers, rebalance scale and mass production versus customization, more than ever—practice what they preach when it comes to marketing and work ethics. (Francis and Hoefel, 2018)
“Embracing and fostering that diversity is what makes us stronger” (Victoria’s Secret, n.d.). Victoria’s Secret is an American lingerie brand that has always had the impression of being modelled by extremely slim girls, which has brought them a lot of controversies. However, they have made changes in recent years to diversify accordingly.
For example, Winnie Harlow, a model with vitiligo, was hired as one of their models in 2018. This certainly shows their inclusiveness and determination towards diversity. (ELLE, 2018)
Fig. 2 Winnie Harlow in Victoria’s Secret Runaway 2018
When connecting with individuals and addressing big societal concerns, it is critical to master and apply ideas and abilities. Sometimes a brand should prioritize the social impact it has on individuals and communities over its financial profits. To be successful, a fashion brand must be able to persuade, educate, stir people’s hearts, shift attitudes, meanings, and promote new ideas into the fashion business. Communication and teamwork are critical. (Hethorn and Ulasewicz, 2015)
Referencing List:
ELLE. (2018). El desfile completo de Victoria’s Secret 2018. [online] Available at: https://www.elle.com/es/moda/noticias/g23059700/victorias- (Accessed 15 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. (Accessed: 14 October 2023).
Hethorn, J. and Ulasewicz, C. (2015). Sustainable fashion : what’s next? : a conversation about issues, practices and possibilities. New York: Bloomsbury, Fairchild Books, An Imprint Of Bloomsbury Publishing Inc. (Accessed: 14 October 2023).
What is Gen Z? | McKinsey. [online] www.mckinsey.com. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z.(Accessed: 15 October 2023).
Reference for figures:
Fig 1:
Anon, (n.d.). Available at: https://people.acciona.com/?_adin=01743025240(Accessed on 15 October 2023).
Fig 2:
Dailymail (2018). Winnie Harlow in Victoria’s Secret Runaway 2018. Available at: https://www.dailymail.co.uk/tvshowbiz/article-6370165/Winnie-Harlow-makes-history-model-vitiligo-walk-Victorias-Secret-Fashion-Show.html. ( Accessed on 15 October 2023).