Evie Dudman

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People

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People are the customers. People are the creators. People are the fashion industry.

As of 2023 most customers will be Gen Z, the largest generation, spanning form ages 6-26 (Drapers 2022). Generations of shoppers evolve along with their shopping habits parrel to their experiences. The Pandemic, Climate and cost of living crises has led to an increase on value on convenance, sustainability and equality.

In an economy of “Woke” customers (Imran, etal 2019) with concerned with how brands impact socially and economically. Gen Z values of access, expression and truth, with Demands of 45% wanting next day delivery and 46.8 abandoning unethical (Drapers, 2022) means brands need to revaluate how to engage customers. ASOS have successfully brought convenience with £9.99 premier delivery, having a easy return systems and the use of mobile payments. ASOS have also met ethical demands by collaboration with organization to help Refuges (Imran, et al 2019), putting purpose behind their strategies. The cost-of-living crisis has lead Gen Z on to finding new ways around affordably assessing fashion to express themselves, producing a increase in the re-sell market. If brand continue to implant re-sell pages on to their sited such as Djerf Avenue and Zara, then they will be more likely to shop with them as their items come down to a more affordable price point additionally providing opportunity to earn money to reinvest into their wardrobes creating more access to fashion.

Gen z are increasingly concerned with truth making them increasingly aware of how lacking the industry is of inclusion. With journalist such as Vouge Business releasing seasonal inclusivity report (Lucy Maguire et al, 2023), allows gen z to be capable of making conscious decisions additionally making brands aware of the spotlight they are under. Brands such as Savage x Fenty and Djerf Avenue have clearly seen the gap on the runway and in Ecommerce imagery, emotionally charging the brands communications (Mitterfellner, O. 2019)

The initiative for brands to make a move in to showcasing more diversity stems from a growth of people skills and bringing in specialist who know what the new consumers want to see. Truth is what Gen Z desire, leading to an increasing value for educating on sustainability and technology. With 30% of all Luxury sales online there is a need to reach to specialist corresponding with new technological formats such as gaming with Roblox collaboration with Gucci and Givenchy with new pull factors for customers (Mitterfellner, O. 2023)

For Fashion brand to succeed today people need collaborate with each other to make ethical and environmental contributions alongside a profit.

Bibliography:

Imran Amed, Anita Balchandani, Marco Beltrami, Achim Berg, Saskia Hedrich, and Felix Rölkens (2019) McKinsey & Company: The influence of ‘woke’ consumers on fashion. Available at: www.mckinsey.com/industries/retail/our-insights/the-influence-of-woke-consumers-on-fashion. Accessed: 9 October 2023

Lucy Maguire, Maliha Shoaib, Ezreen Benissan and Madeleine Schulz (2023) Vouge Business: The Vogue Business Spring/Summer 2024 size inclusivity report. Available at: voguebusiness.com/fashion/the-vogue-business-springsummer-2024-size-inclusivity-report. Accessed: 11 October 2023 

Mitterfellner, O 2023, Luxury Fashion Brand Management: Unifying Fashion with Sustainability, Taylor & Francis Group, Milton. Available from: ProQuest eBook Central. Accessed: 8 October 2023.

Mitterfellner, O 2019, Fashion Marketing and Communication: Theory and Practice Across the Fashion Industry, Taylor & Francis Group, Milton. Chapter 10, Page 1. ProQuest eBook Central. Accessed: 8 October 2023

Moran, G. (2022) Drapers: Gen Z and Millennials 2022 Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2022. Accessed: 8 October 2023

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Planet

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Focusing on the planet when thinking about fashion is one of the most vital things you can do. Sustainability is of increasing importance with less that 10 years to get to a point of irreversibility. The 21st century’s turn to over consumptions has led the industry to the become one of the world’s largest contributors to killing the planet, as textiles production produces 1.2 billion tons of C02 each year alone.

It is clear from scientific research (e.g., UNs IPPC report), fashions impact on climate change is accelerating, now we need to collaborate and re- design the system to try and save the planet. Reacting to the SDGs and creating a circular economy.

Now is the time to move away from a linear to circular economy, we must tackle the system using it as an opportunity to challenge current concepts and values of what we already have. With 3 main functions in mind, we must design out waste and pollution; keep products and materials in use; and regenerate natural systems (Ellen MacArthur, 2017). Adopting this approach means using better designs, materials and practices to stop waste and damage in the process, making the garments life endless.

Brands need to commit to a Corporate Social Responsibility and measure the success of their business in terms of the TBL not just the bottom line, enabling organisational and ethical triumphs. Sustainable strategies need to be implanted to prolong the lifecycle of the garment (Gwilt, A 2020).  Brands such as Patagonia, Levi, Selfridges understanding of this way of thinking can help pass knowledge forward enforcing the idea of collaboratively creating a circular economy. Informing customers to make more educated decisions, choosing to use – resell pages, learning how to look after their clothes or ensuring they purchase they make are the best for the planet.

The SDGs collectively work together to create a more sustainable approach of living. SDG 12 – Responsible consumption and production, is an influential goal for brands to take notice of due to the influence on other SDGs. Meaning less consumption and less production lead to less water usage and less chemicals such as dyes and microfibres polluting the seas (SDG 6 and 14). Enabling us to decrease fashions current output, contributing of 10% of C02 emictions and 20% of water pollution.

Considering the planet should one of the most important factors to how we see fashion and how the strategies we implant today will alter the life cycle of a garment, supporting the industry’s output on the environment. And think is the fact that ‘5000 children die each due to a lack of clean water.” (Corner 2014) worth having a new outfit each season?

Bibliography:

Gwilt, A (2020), A Practical Guide to Sustainable Fashion, Bloomsbury Publishing USA, London. Chapters 1 and 2 (Accessed 5 October 2023 (online))

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Anine bing blog image

Anine Bing

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Launching in 2012 from her L.A garage, continuously Anine Bing has captured simplicity in to all her pieces with a statement Edge and energy setting her above the high street. To me she is the symbol of quiet luxury, a way of dressing I have consistently drawn ideas from, either in store or online – as key words I type into Pinterest season upon season.

Falling in love with the entire aesthetic of her brand, neutral tones and bold silhouettes, has me going back to Bing time upon time again, intrigued as to what garment she will drop next and what I should be looking for in the high-street until I can afford her items myself.

Anine Bings garments and styling is an ongoing inspiration, adoring her use of going back to her Scandinavian roots and homing in on staples combined with the rock and roll chic she dressed herself in when starting the brand. Putting out luxurious simple and statement pieces, she represents what is to invest in your wardrobe and items that will outlast you, reducing the need for unnecessary consumption season after season, on top of focusing on making her brand more circular with the way in which garments and packaging is produced. With statement garments imbed into her collections with texture, print and colour – such as the use of tartan, zebra print and burnt umber in Fall 23. This allows for her customers to invest into their personal style alongside basics to build upon that will outlast archives, veering away from micro trends encouraging elegance and individuality with each drop from suits to sports wear.

Anine Bings brand captures what a style is to me as-well as the ethics and values that should go behind a brand.

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