Doan Nguyen

People are a paramount factor in determining long-term business success (Ariella, 2023). Within the fashion business school’s four-pillar framework, the ‘People’ pillar plays a crucial role in achieving sustainability and corporate responsibility, benefiting both the business and its stakeholders (Miller, 2020). This concept promotes a positive societal impact, encompassing the workforce, consumers, suppliers, and communities (The Triple Bottom Line and why it is important 2023), It values fairness, inclusivity, and respect for the business’ stakeholders with the purpose of addressing societal issues while ensuring business profitability (Miller, 2020).

Gen Z, born between 1996 and 2010 (What is gen Z? 2023), whose spending power is on the rise and premature become the most powerful consumer group as it is reported by Bloomberg that impressively wields a purchasing potential of $360 million which a substantial leap from $143 billion that they had in four years ago (Stone & Newhouse, 2023). This appears as a challenge for brands looking to engage Gen Z’s as they have distinct inclinations and digital demands (Meola, 2023).  As the first true digital natives, Gen Z is heavily reliant on the internet for work and leisure. Gen Z characteristics are idealists and advocates for inclusivity, social justice, climate action, and accountability due to the surrounding context. Moreover, expressive and ever-changing are the fashion trends they pursue, which feature Gen Z shoppers prefer accessibility and convenience meanwhile seeking ethical brands.  (What is gen Z? 2023)

Gen Z prioritizes brands with strong stories and sustainability since there is nine in ten of them feel that it is the duty of companies to tackle environmental and societal concerns (What is gen Z? 2023). Establishing transparency, and authenticity and aligning the brand images with ethical and sustainable practices are necessary to meet their expectations (Fromm, 2022). Moreover, exploiting social media platforms and fostering a community that can be considered effective engage them as they spend most time staying online and desire involved feelings. Additionally, Gen Z values diversity and inclusivity in brands, driving the need for LGBTQ+ inclusive platforms and products accommodating a wide range of audiences (Anderson, 2023). Fenty Beauty is a typical case study of embracing diversity and inclusivity with the concept of “beauty for all” that provides a diverse range of cosmetics available for all skin shades which was groundbreaking and challenging the industry norms (McKinnon, 2022).

Research and analytical skills are essential for fashion brands to comprehend the market, and keep up-to-date with fashion trends and consumers’ preferences with the purpose of launching for wise decision-making to drive the brand’s growth. Moreover, communication is crucial since effective communication could help the companies to convey ideas clearly, offering effective collaboration and constructing stable relationships with its stakeholders (10 essential skills for a fashion brand manager 2023). In the fast-paced fashion industry, change is significant for adapting to the context which includes embracing industry developments to responding to shifting consumer expectations (Briedis et al., 2020).  

Amed, I. et al. (2019) The influence of ‘woke’ consumers on fashion, McKinsey & Company. Available at: https://www.mckinsey.com/industries/retail/our-insights/the-influence-of-woke-consumers-on-fashion (Accessed: 16 October 2023).

Anderson, M. (2023) Council post: Connecting with gen Z: Effective strategies for brands, Forbes. Available at: https://www.forbes.com/sites/forbescommunicationscouncil/2023/05/05/connecting-with-gen-z-effective-strategies-for-brands/?sh=1663f2091bab (Accessed: 16 October 2023).

Ariella, S. (2023) Key success factors of business (with examples), Zippia. Available at: https://www.zippia.com/advice/key-success-factors/#:~:text=People%20Key%20Success%20Factor%20Examples%3A%201%20Hiring%20the,chance%20to%20provide%20meaningful%20input%20on%20business%20decisions (Accessed: 11 October 2023).

Briedis, H. et al. (2020) Adapting to the next normal in retail: The Customer Experience Imperative, McKinsey & Company. Available at: https://www.mckinsey.com/industries/retail/our-insights/adapting-to-the-next-normal-in-retail-the-customer-experience-imperative (Accessed: 16 October 2023).

Businesses and gen Z consumers: NCR Primer (2020) NCR. Available at: https://www.ncr.com/blogs/generation-z-characteristics-what-businesses-should-know-about-the-next-wave-of-consumers (Accessed: 14 October 2023).

Dobie, S. (2020) 60% of gen Z can’t go more than four hours without internet, Marketing Gazette. Available at: https://marketinggazette.co.uk/2020/07/14/60-of-gen-z-cant-go-more-than-four-hours-without-internet/#:~:text=The%20Center%20for%20Generational%20Kinetics%20said%20the%20study,rely%20on%20the%20Internet%20largely%20to%20access%20information. (Accessed: 15 October 2023).

Fromm, J. (2022) As gen Z’s buying power grows, businesses must adapt their marketing, Forbes. Available at: https://www.forbes.com/sites/jefffromm/2022/07/20/as-gen-zs-buying-power-grows-businesses-must-adapt-their-marketing/?sh=1e86c21c2533 (Accessed: 15 October 2023).

McKinnon, T. (2022) How Rihanna’s Fenty brand is leading in Diversity & Inclusion, Indigo9 Digital Inc. Available at: https://www.indigo9digital.com/blog/fentydiversityinclusion (Accessed: 15 October 2023).

Meola, A. (2023) Generation Z: Latest gen Z news, research, facts 2023, Insider Intelligence. Available at: https://www.insiderintelligence.com/insights/generation-z-facts/ (Accessed: 14 October 2023).

Miller, K. (2020) The triple bottom line: What it is & why it’s important, Business Insights Blog. Available at: https://online.hbs.edu/blog/post/what-is-the-triple-bottom-line (Accessed: 14 October 2023).

Stone, S. and Newhouse, A. (2023) What makes them buy: The Gen Z Spending Habits to know in 2023 • the shelf, The Shelf Full-Service Influencer Marketing. Available at: https://www.theshelf.com/the-blog/gen-z-spending-habits/#:~:text=Gen%20Z%20commands%20a%20remarkable,power%20will%20continue%20to%20increase. (Accessed: 14 October 2023).

The Triple Bottom Line and why it is important (2023) certilogo. Available at: https://discover.certilogo.com/blogs/insights/triple-bottom-line#:~:text=People%2C%20Planet%20and%20Profit,customers%2C%20suppliers%20and%20local%20communities. (Accessed: 11 October 2023).

What is gen Z? (2023) McKinsey & Company. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (Accessed: 14 October 2023).

10 essential skills for a fashion brand manager (2023) Yellowbrick. Available at: https://www.yellowbrick.co/blog/fashion-business/10-essential-skills-for-a-fashion-brand-manager?fbclid=IwAR3ncqqlutT8gpRW-HhteLNIXGnqLpSZmgJlY4Qn1rvsBdu3_zwJoL6pzfM (Accessed: 16 October 2023).

In a world where environmental issues have been concerned significantly, the fashion industry undergoes criticism of how it impacts the environment as it is placed as 6th of the most polluting industries and is responsible for 2.1 billion tonnes of GHG emissions per year (Howell, 2023). The challenges of climate change and the rapid exhaustion of natural resources have influenced the growth of companies that are changing their operation to aim for a positive impact. With the 4 Pillars framework for effective future development that helps the business to achieve sustainable success, Planet Pillar refers to the relationship between the business and the natural environment and its ecological system (An explanation of the triple bottom line 2023). It is also about the concept of highlighting the importance of preserving and protecting the environment for future generations (O’Neil, 2018).

The implementation of the circular economy model has appeared as a promising solution to reduce the environmental impact meanwhile simultaneously fostering sustainability. Unlike the traditional linear model of the “take-make-waste” system which operates by extracting resources to manufacture products, which eventually become waste and are discarded (What is the linear economy? n.d.), a circular economy seeks to maximize the use of resources by promoting product reuse, remanufacturing, and recycling (Circular economy introduction, n.d.). In particular fashion industry, at the first stage of the purpose to design out waste and pollution, the designers would select materials that have a lower environmental footprint, using eco-friendly dyes and chemicals, and minimizing waste during the production process. Afterward, the consumer would be encouraged to keep their clothing used for longer, which could involve repairing and upcycling garments, reselling, renting, and sharing used clothing.  The last principle of the model is to regenerate natural systems, which involves embracing sustainable agricultural practices, reforestation, and habitat restoration by using organic and regenerative materials throughout textile production (Understanding circular fashion: Beyond the narrow definition – textile consult 2023). Although the concept of circular acts as a compatibility to the progress effort of making fashion and textiles more sustainable, it should not be considered to completely replace sustainability. (Gwilt, 2020)

Sustainability in fashion can be seen through the endeavor of the fashion business to focus on minimizing the industry’s environmental impact and promoting ethical practices. It tends to go beyond using eco-friendly materials and strives to circularity the longevity of the garments. Not only that, ethical production with fair labor practices is also the priority of sustainability in fashion (Marshall, 2022).

One of the United Nations Sustainable Development Goals directly affecting the fashion industry is Goal 12: Responsible Consumption and Production. This goal encourages brands to adopt sustainable practices by designing durable, repairable, and recyclable products in order to reduce the environmental impact of the fashion industry. Moreover, educating consumers about sustainable consumption contributes significantly to achieving this goal, as it helps raise more consciousness and build up an eco-friendly fashion community (Goal 12: Responsible consumption and production 2023). The renowned 2011 Patagonia advertisement with the message ‘Don’t Purchase this Jacket’ encourages consumers to reflect on the ecological impact of their buying decisions, which the brand has closely implemented the Goal 12, educating the consumer to circulate the lifecycle of the product in which repairing what breaks and reuse or recycle everything else as well as purchase for products that are needed and durable to preserve the future environment (Gwilt, 2020). This message has brought the brand as with ethical image and making quality products that can be long lasting. (Allchin, 2014)

References:

Circular economy introduction (no date) Ellen MacArthur Foundation. Available at: https://ellenmacarthurfoundation.org/topics/circular-economy-introduction/overview (Accessed: 08 October 2023).

An explanation of the triple bottom line (2023) UW Extended Campus. Available at: https://uwex.wisconsin.edu/stories-news/triple-bottom-line/#:~:text=Triple%20bottom%20line%20theory%20expands,people%2C%20planet%2C%20and%20prosperity. (Accessed: 07 October 2023).

Allchin, J. (2014) Case study: Patagonia’s ‘don’t buy this jacket’ campaign, Marketing Week. Available at: https://www.marketingweek.com/case-study-patagonias-dont-buy-this-jacket-campaign/ (Accessed: 08 October 2023).

What is the linear economy? (no date) How to Build a Circular Economy. Available at: https://ellenmacarthurfoundation.org/what-is-the-linear-economy#:~:text=The%20linear%20economy%20linear%20economy,extracted%20to%20make%20products%20that (Accessed: 07 October 2023).

Marshall, D. (2022) What is Sustainable Fashion and why is it so important, IMMAGO. Available at: https://immago.com/sustainable-fashion-important/ (Accessed: 07 October 2023).

O’Neil, J. (2018). ‘People, Planet, Profits’ and Perception Politics: A Necessary Fourth (and Fifth) Bottom Line? Critiquing the Current Triple Bottom Line in the Australian Context. The Goals of Sustainable Development: Responsibility and Governance, 19-42.

Gwilt, A. (2020) Practical guide to sustainable fashion, Bloomsbury Fashion Central. LONDON: BLOOMSBURY. Available at: https://www-bloomsburyfashioncentral-com.arts.idm.oclc.org/encyclopedia-chapter?docid=b-9781350067059&tocid=b-9781350067059-chapter1&pdfid=9781350067059.ch-001.pdf.

Howell, B. (2023) Top 7 most polluting industries in 2023, The Eco Experts. Available at: https://www.theecoexperts.co.uk/blog/top-7-most-polluting-industries (Accessed: 07 October 2023).

Understanding circular fashion: Beyond the narrow definition – textile consult (2023) Textile Consult – Making Colour Work… Available at: https://www.textileconsult.co.uk/2023/06/01/understanding-circular-fashion-beyond-the-narrow-definition/ (Accessed: 07 October 2023).

Goal 12: Responsible consumption and production (2023) The Global Goals. Available at: https://www.globalgoals.org/goals/12-responsible-consumption-and-production/ (Accessed: 08 October 2023).