People
As an extremely intricate and complex system, the fashion industry relies on a multitude of factors. People are one of many components that are detrimental to the success and development of the fashion industry. While planet purpose and profit are key considerations for the industry all three are indirectly fuelled by the consumers, designers, buyers, journalists – the people that hold the industry together.
‘With increasingly autonomous spending power’ (BOF team, 2020) a demand for a sustainable and purpose driven ethos, Gen Z are the power house consumer shaping the way fashion houses are communicating their brands. Young people have come of age in the shadow of climate doom, pandemic lockdowns and fears of an economic collapse (The McKinsey report What is Get Z, 2019). All of which has only created a colossal moral fight for what Gen Z believes in for the planet and for the human race. Their perspectives on the fashion industry differ largely to former generations, as they re-shape the way we define luxury and vintage. Today, younger generations have blurred the lines in between the both, breaking the stigma of second-hand and pre loved clothes. According to Luxe digital (2022), for young consumers, luxury is no longer a status symbol but a method of self expression. New generations also expect brands to be thoroughly authentic and live up to their sustainability and corporate responsibility promises- forcing fashion brands to consider their identities and their impact on the planet.
From the rise of technology Gen Z have reaped both the rewards and benefits of artificial intelligence first hand. Described as ‘digital natives’ Generation Z have intertwined technology into their everyday lives urging the industry to follow suite. According to Luxe digital (2022), by 2025, 30% of all luxury sales will be online transactions. Some brands such as Gucci have recognised this shift and have created a focus on their individual e-commerce to direct customers away from online retailers such as Net-a-porter and onto their own websites. The future of luxury fashion brands (2023) states that this is in line with Guccis strategy of “gradually enhancing the exclusivity of its distribution network”
Not only do Gen Z demand sustainability, and a purposeful ethos they are also commanding the industry to be more diversely inclusive. Among Rihannas revolutionary Fenty savage x beauty skin shades and Kim Kardashians skims shape wear, we have also seen an immense rise of upcoming fashion designers who are entirely focused on bringing diversity to the forefront of their brands. Ed Mendoza, graduate from central saint martins, has honoured plus size men and non binary people within his collections. In a surrealist manner with textile heavy garments, Ed Mendoza recognises ‘the community of plus-size people is big’ (W Magazine 2022) and merely wants to be able to show case plus size as the norm. This exemplifies the attitudes of many among Generation Z, whom feel inclusivity is nothing but a bare minimum.
As the world mends itself from the coronavirus outbreak, post pandemic has demanded a change in what people-skills the industry invest in. Gen Z mirror almost exactly what brands are looking for. With an innovative use of technology and creative expression, as consumers themselves, they are able to replicate what they would gravitate towards with ease. As the industry becomes even more meta, it seems as though the ability to be able to work alongside technology and artificial intelligence will be valued incredibly highly in the future. However as technology advances, people will always be behind the creation. Skills such as adaptability, organisation and knowledge will continue to hold the upmost of importance and most of all there will undoubtedly be a need for human connection and communication. As the Mitterfellner (2019) states, AI has a role to play for mass market fashion, but it will never completely replace gut instinct and the chance elements behind many trends, both micro and macro.
Reference list
BOF Team (2020). How to Communicate and Connect with Gen-Z Consumers. [online] The Business of Fashion. Available at: https://www.businessoffashion.com/articles/retail/afterpay-communicate-and-connect-with-gen-z-consumers/.
Eppe Beauloye, F. (2022). The Future of Luxury: 13 Luxury Trends To Stay Ahead In 2020. [online] Luxe Digital. Available at: https://luxe.digital/business/digital-luxury-trends/luxury-future-trends/.
Hawgood, A. (2022). Designer Ed Mendoza Is Pioneering Fashion’s Next Wave. [online] W Magazine. Available at: https://www.wmagazine.com/fashion/ed-mendoza-designer-interview.
McKinsey (2023). What is Gen Z? | McKinsey. [online] www.mckinsey.com. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z.
Mitterfellner, O. (2021). Fashion marketing and Communication: Theory and Practice Across the Fashion Industry. [online] Proquest.com. Available at: https://ebookcentral.proquest.com/lib/ual/reader.action?docID=5981798.
Mitterfellner, O. (2023). Luxury Fashion Brand Management: Unifying Fashion with Sustainability . [online] login.arts.idm.oclc.org. Available at: https://ebookcentral.proquest.com/lib/ual/reader.action?docID=7260416 [Accessed 15 Oct. 2023].
