Callum Rowell

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People Blog

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The essence of the fashion sector lies in its people and consumers. Achieving business success in this industry demands a keen understanding of customer desires and needs. Companies must attentively cater to these aspects, recognizing that customer satisfaction is the key to thriving in the fashion industry.

Generation z comprises people born between 1996 and 2010. This generation’s identity has been shaped by the digital age, climate anxiety, a shifting financial landscape, and COVID-19. ( McKinsey & Company, 2023 ).  Generally speaking this means GenZers are frequently online, for instance 32% of Gen Z consumers shop online at least once daily which is on a continuing increase. This is compared to 25% of millennials and 15% of Gen X ( Barbcock, 2021 )

The next important generation that fashion Brands will have to address is Gen Z who will presumably grow up with an understanding of sustainability and inclusivity ( Mitterfellner, 2019 ). Inclusivity is crucial in this generation’s fashion industry which will build a community with young GenZers. One brand that has already accomplished this and is still growing is Corteiz. This streetwear fashion brand has harnessed the power of influencers and rappers like Central Cee to attract young consumers. To add to this, Employing guerrilla marketing tactics, they’ve organised community-driven crowbar challenges.

The People’s Pillar places great emphasis on diversity. Fashion brands aim to foster a positive, inclusive environment, celebrating individuals from diverse social, ethnic, and gender backgrounds, as well as different sexual orientations. According to Susanne Ricee (2022) there are 4 Diversity Types or Dimensions: Internal (inherent traits), External (influenced by surroundings), Organisational (pertaining to the workplace), and World View (cultural, political, historical influences). Nike actively supports diversity through its “Until We All Win” campaign. The brand asserts that sport has the power to unite and inspire, advocating for community action and equality. Equality isn’t a game. But achieving it will be our greatest victory. “Until we all win.”.

Additionally, fashion brands must dominate specific people skills for success in the industry. According to Stolzoff (2018), the industry demands expertise in Digital Skills, Programming for Automation, Tool Proficiency, Technology & Computer Skills, and Critical Thinking. This trend signifies a growing need for technology skills to drive innovation and enhance operational efficiency in fashion companies.

References;

– McKinsey & Company, 2023

https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z

-Stephan Barbcock, 2021 

The current – Stephan Babcock 2021 

-Mitterfellner, O. (2019) – Fashion Marketing and Communication: Theory and Practice Across the Fashion Industry, Taylor & Francis Group, Milton.

https://ebookcentral.proquest.com/lib/ual/detail.action?docID=5981798

-Ricee (2022), All Types of Diversity with Examples.

https://diversity.social/workplace-diversity-types/

-Nike’s response to diversity –

https://www.nike.com/until-we-all-win

– (Stolzoff, 2018)

    https://www.therobinreport.com/skills-to-future-proof-the-fashion-industry/

Photo links; 

Photo 1 – https://medium.com/@abissathklutse/corteiz-successful-use-of-fomo-f41531813e55

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Planet Blog…

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To launch into the path of fashion sustainability, one of the essential pillars of our existence: Planet. In this pillar the mission is to transform the fashion industry into a beacon of sustainability, one stitch at a time. Consider this alarming fact sourced from (Goal 12: Ensure sustainable consumption and production patterns,) by 2050, at this generation’s current pace, it will need the resources of three planets to sustain textile hunger. Below Shows the capabilities of producing a greener and more stylish future for us all.

The circular economy in the fashion industry refers to a sustainable system where materials are endlessly recyclable or biodegradable. Reference from ( Gwilt, A. 2020 ). (A Practical Guide to Sustainable Fashion. London: Bloomsbury publishing ) presents the Ellen MacArthur Foundation which describes the circular economy as not simply reducing negative impacts but representing “a systemic shift that builds long-term resilience, generates business and economic opportunities, and provides environmental and societal benefits” (Ellen MacArthur 2017). This approach follows three core principles; eliminating waste and pollution through thoughtful design, Climate products and materials ( at their highest value ) and to regenerate nature. In the fashion sector, embracing the circular economy contributes to the planet pillar by following these core principles. The Circular economy complements excessive efforts to enhance the environmental friendliness of the fashion industries, making a crucial stride toward a sustainable future.

Sustainability is the ability to maintain a certain level of production without causing any harm to the planet. This means meeting our own needs without compromising the ability of future generations to meet their own needs. Sustainability relates to fashion as production in this industry causes many issues to sustainability; soil, water, forests and animal livestock. From my lecture given by (Katarina Rimarcikova), she displayed an Extraordinary fact which will shock you; there are 2720 liters that go into making one t-shirt, yes only one! Just think how many brands there are in the world and how many t-shirts they produce. If this continues at this ongoing rate fashion may come to an end so we need to put a stop to this by using more sustainable systems such as the circular economy and using more than just a few of the sustainable development goals.   

However, Sustainability in relation to fashion can be looked at in a more positive way. Many businesses push towards using sustainable development goals (SDGs). These are a universal call to action to end poverty, protect the planet and ensure all people enjoy peace and prosperity. The SDGs are important because they underpin the global responses to some of the biggest environmental and social problems. The fashion brand Patagonia tries to use all 17 SDGs in the photo below and also tries to have a positive Corporate social responsibility (CSR). For example, On Patagonia’s core value page it states: We aspire to be a company where people from all backgrounds, identities and experiences, can be their whole selves and have the power to contribute and lead. This positively correlates with goal 16 which is about, People everywhere should feel safe as they go about their lives whatever their ethnicity, faith or sexual orientation.

Even though sustainability has been around for a long time, New and ongoing science provides new solutions to allow the fashion industry to be more sustainable everyday!

https://sdgs.un.org/goals

Reference list; 

( Gwilt, A. 2020 ). (A Practical Guide to Sustainable Fashion. London: Bloomsbury publishing ) e-book: https://libsearch.arts.ac.uk/cgi-bin/koha/opac-detail.pl?biblionumber=1452042&query_desc=

(Ellen MacArthur 2017). https://libsearch.arts.ac.uk/cgi-bin/koha/opac-detail.pl?biblionumber=1452042&query_desc=

Lecture – Planet Earth & Fashion Katarina Rimarcikova

SDGs link; https://www.un.org/sustainabledevelopment/sustainable-development-goals/

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My favourite fashion brand 

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Why is Corteiz my favourite fashion brand?…

Cortiez has built a community of Gen Z consumers within a very populated streetwear sector. Cortiez managed to find a gap in a mass market which allowed customers to feel a sense of unity and familiarity within their brand.The business has clear goals and are transparent about their values and their directional contributions to communities. The reason why I’m so interested in this brand is that they focus on their uniqueness and individualism;  keeping original factors that other brands have matured from. For example, Cortiez has local gatherings and activities such as ‘location drops’ where coordinates become live on social media creating a chaotic, exciting public chase around cities, to be able to buy or win exclusive garments or pieces. Another element is that they promoted on social media their ‘crossbar challenge’ competition where customers had the chance to win their exclusive collaboration of Nike 95s and Cortez shoes, for free! 

What are cortiez’s marketing strategies?

Following on from this, Cortiez has built its success on unique guerrilla strategies which has allowed the business to gain hype in a crowded market. Guerrilla marketing is an unconventional, low cost strategy that can produce large results. The key to successful guerilla marketing is creativity and a focus on generating buzz and word-of-mouth rather than spending a lot of money on traditional advertising. Cortiez have accomplished this in many ways; 

Overall, Corteiz has become my favourite fashion brand, particularly from a fashion marketing perspective, due to its ability to seamlessly blend modern style with timeless elegance. Their marketing campaigns are not only visually captivating but also convey a sense of diversity opposing today’s fashion-conscious consumers. Personally, I find that wearing Corteiz pieces enhances my own style, allowing me to effortlessly express my unique personality through fashion. Their attention to detail, quality, and commitment to sustainable practices make me feel both fashionable and responsible when I wear their clothing. Corteiz has truly mastered the art of capturing the essence of modern fashion, and it effortlessly elevates my personal style to new heights.

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