Gen Z

Generation Z. Characterised as those born between 1995 and 2010 or also known as digital natives as they have grown up with and around the internet (McKinsey, 2023). They are a part of this week’s people pillar due to the significant amount of control consumers have over the supply chain and businesses. Not only do consumers have direct control over businesses and their stock but they also indirectly control workers wages and the ethos of brands to an extent. 

This intricate power balance has been explored heavily throughout the years and the emergence of Gen Z and their political and social awareness regarding ethical problems has further emphasised their role in the relationship between a brand and its consumer. Gen Z can be characterised as being more aware when compared to millennials leading to this reflecting in their spending techniques and habits and in turn has resulted in them placing a great deal of importance on the ever growing issue of sustainability. Additionally Gen Z are part of a ‘new wave of inclusive consumers and socially progressive dreamers’ (McKinsey, 2023). Subsequently they place a great deal of emphasis on ‘purpose and accountability, the creation of more opportunities for people of diverse and underrepresented backgrounds, and rigorous sustainable and green practices’ (McKinsey, 2023).

As a result brands have had to rethink and peel back their business models to meet their consumers needs in order to survive. As well as this they should continue to heavily invest into R&D regarding their e-commerce presence as due to the rise in technological advancements it is a growing and vital sector for Gen Z as it is part of their everyday lives and meets their consumer need of convenience. A study has found that Gen Zers have a screen time of six or more hours per day on their phone alone (McKinsey, 2023) and it can be argued that a vast amount of that time may be spent on social media apps such as Tiktok which 50.3% of Gen Z  use vs 25.7% of millennials (Moran, 2022). Additionally, ‘60% of both Gen Z and millennial groups now buy via social, up from 53% last year’ (Moran, 2022). Therefore, further highlighting the need for an active social presence from brands. 

One example of a brand that has responded to diversity is Skims by Kim Kardashian as she claims it is ‘part of their DNA’. Skims has become a trailblazer in the shapewear industry due to its use of models from a wide range of ethnic backgrounds and use of a variety of body types, aiming to appeal to the everyday girl. Kim has proudly worked towards the brand being for ‘everyone and everybody’ (Weinstock, 2021). This has been monumental for the shapewear industry as it was heavily dominated by spanx but the arrival of Skims and their provision of multiple sizes and colours of shapewear has enabled its success by simply making it inclusive for all.

In order for a fashion brand to be successful a key factor is communication. Communication to consumers via marketing or communication to workers via meetings, communication is key in fostering relationships. Communication involves listening and acknowledging the growing need for inclusion and producing results that satisfy the consumer which is why careful consideration and research must be done to ensure no one is harmed and will ultimately lead to a brands success. 

References:

McKinsey, (2023). What is Gen Z? (Online). McKinsey&Company. Last updated: 20 March 2023. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (Accessed 15 October, 2023).

Morgan , G., (2022). Gen Z and Millennials 2022 report. [Online] 

Available at: https://www.drapersonline.com/insight/drapers-bespoke/gen-z-and-millennials-2022-report

(Accessed 15 October, 2023)

Weinstock, T. (2021). ‘It Felt Like The Perfect Time To Bring A Fresh Perspective’: Kim Kardashian West On Revolutionising Shapewear. [online] British Vogue. Available at: https://www.vogue.co.uk/news/article/kim-kardashian-west-future-of-skims. (Accessed 15 October, 2023)