People
People
People in fashion vary from the designers to the consumers and everything in-between and is arguably one of the most important pillars that make up the fashion industry. Without people the fashion industry would be obsolete. Therefore, everything within in the industry is reliant on individuals and subsequently as people change so does fashion.
Generation Z ( those born between 1995-2010) are often referred to as “Digital Natives”. This generation differs to the ones before it as they are the first to grow up surrounded by technology and the internet for their entire life time . There’s no doubt that as a result of Gen Z being a large percentage of the population that the habits of consumers has changed leading to changes in the way brands manufacture and market their garments. While millennials are more rigorously focused on value and convenience , Generation Z are more likely to look to fashion inspiration and individual designs. ( Moran,2022) In general Gen Z are environmentally conscious and are concerned by the throw away culture that is so prolific. Resale and rental is on the rise with 59.9% of Gen having bought second hand compared to 39.8% of millennials. ( Moran,2022) However, convenience still appears to be a priority for Gen Z consumers with many Gen Z consumers making the decision to purchase online rather than in store due to the excessive queues.
Therefore, fashion stores should make shopping in store a more enjoyable process for this generation of shoppers, by increasing the amount of self-service checkouts. Although this approach has been taken by some brands such a Zara who have adapted their security tags allowing them to be removed by customers allowing them to scan their items ,this technology needs to become more widely spread. In addition, brands should incorporate a more circular fashion model where clothes are returned for credit and consumers buy vintage again as this would attract the often environmentally concerned Gen Z consumers.
An inclusive and progressive fashion industry is important to Gen Z consumers as a consequence many brands have responded to this such as Victoria Secrets who saw the need for the brand to change as a result of a decrease of 30% in sales in 2017.( Parkin,2018) In the most recent show they have moved away from the marketing of their underwear to suggest that what they sold ‘transformed women into the ideal vision of a women curated by the male gaze.’(Bennett,2022) Instead Victoria secrets have responded by making their models more diverse including models of different ethnicities and sizes. However, the feedback has been largely negative many questioning whether the real ethos of the brand has changed or whether its solely a media stunt as after clicking on the website you are still led to models with the ‘old Victoria secrets look’.
In addition, Gen Z consumers aren’t just looking for diversity in their models but also diversity within the employment teams of brands ensuring many ages , races and genders are represented within brands. In addition, the key skills brands look for within employees needs to adapt with the constantly changing industry. Skills such as good understanding of technology and AI need to be considered to ensure brands currency. Also , authenticity and transparency in the brand and the employees is essential (Mckinsey,2023) ,which in turn should allow individuals to build and connect with brands making them more successful.( Mitterfellne,2019)
Bibliography
Gen Z and Millennials Report
Moran, G. (2022). Gen Z and Millennials 2022 report. Drapers. https://www.drapersonline.com/insight/drapers-bespoke/gen-z-and-millennials-2022-report.
Accessed 14/10/23
George-Parkin, H Where Are All the Curvy Models on the Victoria’s Secret Runway? Glamour
Accessed 14/10/23
www.mckinsey.com. The A to Z on Gen Z
Accessed 15/10/23
Olga Mitterfellne,2019, Fashion Marketing and communication; Theory and practice across the fashion industry
Proquest.com. (2021). University of the Arts London https://ebookcentral.proquest.com/lib/ual/reader.action?docID=5981798
Accessed 12/10/23
Bennett, C. (n.d.). Victoria’s Secret Is All About Diversity Now — But I Still Won’t Shop There] TheStreet. Available at: https://www.thestreet.com/investing/victorias-secret-is-all-about-diversity-now-but-i-still-wont-shop-there.
Accessed 15/10/23