Fionnuala Crossfield

The internet has changed retail forever and shaped the tastes of digital natives (What is Gen Z 2023 McKinsey & Company). The people pillar is the exploration of how the change in generations has affected the wants and expectations of brands. 

Generation Z are digital natives, this has affected the way they shop drastically especially compared to other generations. There has been a large shift to not only online shopping but digital marketing, the increase in influencers and the impact they have on the consumer has created a new way for brands to market their products. As an example, 53% of female Generation Z bought makeup or skincare products based on a recommendation from an influencer. () Generation Z are much more diverse and individual than other generations, values and ethics are very important to this generation, therefore a bands ethos is more likely to be considered by generation z than any other previous generations such as the millennials. Therefore, bands should utilise good ethics and values within their brand and have a large focus in diversity to allow them to reach a larger audience of consumers.

The brand Skims is known for being very diverse within its modelling, Kim Kardashian West stated, “It felt like the perfect time to bring a fresh perspective” (Tish Weinstock, 2021) on revolutionising fashion. The products that she creates are promoted and modelled on a range of people of all ethnicities and sizes this can be seen within figure 1 where the models have a more inclusive look and a focus on “feeling good as well as looking good” (Kim Kardashian West, 2021), this is very evolutionary especially within the shapewear sector of the fashion industry. Kim Kardashian West has a large social media presence and can be described as an influencer as well as a businesswoman, this allowed her to easily promote her brand to a wide audience and catch the eye of the press. Kardashian West wants to keep developing new styles and designs that help to make all women feel comfortable and confident.

Within the fashion industry people skills such and technological knowledge and people management are incredibly important. People are one of the most important elements of the fashion industry as they both produce and consume the products therefore keep the industry alive. Having a range of people skills allows for brands to come up with new ideas and keep their consumers interested and interactive with there products.

References 

https://app.globalwebindex.com/insights/308

(Accessed 13/10/23)

https://www.vogue.co.uk/news/article/kim-kardashian-west-future-of-skims

(Accessed 13/10/23)

The Fashion industry’s carbon admissions are expected to grow by 50% by 2030, the severity of this issue is widely ignored within the fashion industry especially by main high street/mainstream fashion brands. However, when speaking about sustainability we must also consider the ethical issues faced in the industry. 

The corrupt linear economic production line is the main fault within the industry. Brands need to cut down on the mass production due to the amount of clothing ending up in landfill, they also need to begin to invest in ways to create as more circular production line, for example asos’s marketplace allows for clothing to be resold and therefore have a second usage making it more environmentally friendly. Other examples of creating a more circular production style are investing in higher quality materials, this will help the consumer become more likely to continue wearing the piece. The future of fashion is dependant on using this circular economy. 

The UN’s sustainable development goals are beginning to be seen implemented through fashion brands, within the brand Etsy there is a 50/50 split of men and women on the board, this shows how the development goal 5 gender equality is seen within mainstream fashion businesses(as seen in Figure 1), this is important in helping to decrease the gender pay gap which was at a mean of 5.45% in 2022. (March 2022, the Department for International Trade). This issue can also be seen in relation to the UN sustainability goal of decent work and economic growth, this goal is very important within the fast fashion industry as working conditions of many fast fashion brands such as Shien have unbearable working conditions are severally underpaid staff. The organisation Equality Trust is focusing on trying to change and develop the industry into having fair pay in all areas, this is very important in helping create a more equal and considerate working environment.

Fair trade is very important when considering sustainability within the fashion industry, fair trade “guarantees that producers have received a living income from their work regardless of fluctuations in the market price” (Why Fashion Matters Frances Corner, pg 71) this is vital in insuring that there is decent work conditions and economic growth. Ethical issues are very important when considering the sustainability of a brand, consumers need to begin taking further consideration when buying from certain brands to insure that the items they are purchasing come from a more sustainably background and that brands have good ethical consideration within all stages of production this will helps to improve the overall sustainability of the fashion industry.

References 

What is fast fashion and how is it changing the planet? 

https://www.zurich.com/en/media/magazine/2021/fast-fashion-5-practical-ways-to-cut-the-carbon-from-your-closet#:~:text=It%20may%20surprise%20you%20to,than%2050%20percent%20by%202030.

(accessed 7/10/2023)

Gov.uk gender pay gap report 

https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwjxtpjPieeBAxVFXEEAHZ8yBL4QFnoECA4QAw&url=https%3A%2F%2Fwww.gov.uk%2Fgovernment%2Fpublications%2Fdit-gender-pay-gap-report-and-data-2021-to-2022%2Fdit-gender-pay-gap-report-2021-to-2022%23%3A~%3Atext%3Dor%2520a%2520woman.-%2CThe%2520gender%2520pay%2520gap%2Cto%2520%25C2%25A32.68%2520in%25202021.&usg=AOvVaw1He4wfIs_VXCNsDRt_KgFv&opi=89978449

(accessed 7/10/2023)

The equality trust fund 

https://equalitytrust.org.uk/fair-pay-campaign

(accessed 7/10/2023)