PEOPLE
Fashion acts as a mirror, visually representing one’s character through the clothes they choose to wear. But more importantly, it can also stimulate self-expression and reflect an individual’s ethics and values. This idea can be seen all the way back in Ancient Egypt, when people wore “rings, earrings, bracelets, decorated buttons, necklaces, neck collars, and pendants” (Media, 2023) in order to set themselves apart. This alone shows the importance that clothing has historically always had in our lifestyles.
Despite this, Gen Z has strongly distinguished itself as a generation with unique principles behind their shopping behaviours. Francis and Hoefel, (2018) describe “Members of Gen Z—loosely, people born from 1995 to 2010— [as] true digital natives: from earliest youth, they have been exposed to the internet, to social networks, and to mobile systems.”, leading them to be exposed to the toxicity that fashion has on both people and the planet from very early ages. The media uproar following the collapse of the Rana Plaza factory in Bangladesh is just one of the devastating incidents that sparked a motivation for transformative action in Gen Z. (Burke, 2014) “More than 1,130 people died and twice as many were injured” in the incident in order to make fast fashion clothing items that “you could be wearing right now”. Garment workers in Bangladesh are just one example of people that have been mistreated and exploited for the sake of fashion. This is why Gen Z has taken a stand to avoid brands that capitalize on innocent people, modern examples including brands like ‘SHEIN’ and ‘Balenciaga’ as “About 65 percent try to learn the origins of anything they buy—where it is made, what it is made from, and how it is made. About 80 percent refuse to buy goods from companies involved in scandals” (Francis and Hoefel, 2018).
Acknowledging Gen Z’s inclination to embrace a more sustainable approach to fashion consumption, brands should aim to adopt marketing strategies that take a stance on prevalent social issues. However, these campaigns should be followed up with real action. Gen Z looks towards brands that promote fair labour practices and advocate for inclusivity all whilst producing sustainable and unique clothing. ‘Nike’ is a brand that have consistently demonstrated commitment to their celebration of diversity. Their stance on inclusivity is not just advertised through their models, but it is exhibited in their workforce, with over 50% of their which are women, and 38% of their US workforce as ethnic and racial minorities. They have also invested $10 million “in Historically Black Colleges and Universities (HBCUs) and Hispanic-Serving Institutions (HSIs) to continue creating pathways for more diverse talent”.
The fashion industry is heavily characterised by change, in order for brands to keep up with the changing demands of consumers, they must keep up with technology and the advancements of the industry. This makes market and technological awareness a key skill in attracting modern consumers. Maintaining an online presence through social media and e-commerce allows clothing brands to attract the attention of their target audience more easily and efficiently.
(Salem Media, 2023) “Egyptian Clothing: Pharaoh to Commoners” History on the Net
(Francis and Hoefel, 2018): “‘True Gen’: Generation Z and its implications for companies” https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies#/
(Burke, 2014): “The shirt on your back”
Rana Plaza Disaster 8 years on: https://media.vogue.co.uk/photos/607d7dd5612f9e43d4b70e63/4:3/w_5351,h_4013,c_limit/Rana-Plaza-protest-2019-vogue-credit-Getty-Images.jpg
Todays young people differ from yesterdays: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies