PEOPLE

As the fashion business industry evolves, four fundamental pillars should be considered: the planet, people, profit, and purpose. Although these pillars serve distinct purposes, they must all work together to maintain this planet’s environmental, social, and economic components. Nonetheless, to ensure the aim is working, people who contribute to the fashion industry cycle, such as consumers and workers, are responsible for each of their actions.

Nowadays, fashion brands have shifted their target to Generation Z instead of millennials as their consumer base. “After millennials and Generation Alpha, Gen Z is currently the youngest generation”, according to McKinsey & Company (2023). Moreover, this generation has different approaches and behaviours of consumption compared to other generations. For instance, this generation is called “digital natives” by McKinsey & Company (2023) because they frequently use the internet to obtain information. It is proven from the data in Figure 2 that Gen Z is dominated by 98 per cent of social media users (McGrath, 2023). Hence, Smith (2023) stated that social media channels have become essential for brands to reach, interact with, and market to Gen Z consumers.

Figure 2: Graph of ‘which of the following have you used in the last 3 months?’ (McGrath, 2023).

In addition, the generation is also increasingly concerned about their purchases because of the industry’s effects on the planet and its ecosystems (Hethorn and Ulasewicz, 2015). Adding the data from Mintel, “34 per cent agree that brands should be boycotted if they do not act on social and environmental issues” (Smith, 2023). By this means, brands and designers should consider sustainability in their practices.

Furthermore, according to Francis and Hoefel (2018), Gen Z wanted the fashion brand to be able to improve diversity; this is a result of the truth-seeking mentality of this generation, which values inclusivity and avoids labels. Companies that promote diversity, equality, and inclusion (DEI) internally are perceived as more appealing than those that do not, based on 52% of Gen Z customers (Smith, 2023). Nike is among the brands that have reacted adequately to diversity. For instance, in 2018, they introduced the “Just Do It” Campaign, featuring Colin Kaepernick as its face, urging people to oppose police brutality and fight against racism (Galluci, 2020). Therefore, one of the keys to attracting these younger people is embracing diversity and pushing forward with bold, authentic action to support minority groups.

In conclusion, for a fashion business to succeed, designers and other employees must develop the ability to understand what their clients want and be flexible enough to adapt to the rapidly evolving world of social media and technology.

Bibliography:

1. Francis, T and Hoefel, F. (2018) ‘True Gen’: Generation Z and its implications for companies. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies. (Accessed: 14 October 2023).
2. Galluci, N. (2020) Nike urges people to stand against racism in striking new ad. Available at: https://mashable.com/article/nike-stand-against-racism-ad-george-floyd. (Accessed: 14 October 2023).
3. Hethorn, J., & Ulasewicz, C. (2015) Social Responsibility and Innovation in the Sewn Products Industry. Available at: https://www-bloomsburyfashioncentral-com.arts.idm.oclc.org/encyclopedia-chapter?docid=b-9781501312250&tocid=b-9781501312250-chapter2&pdfid=9781501312250.ch-002.pdf. (Accessed: 14 October 2023).
4. McGrath, R. (2023) Social Media: Influencers – UK – 2023. Available at: https://data-mintel-com.arts.idm.oclc.org/databook/1154787/. (Accessed: 14 October 2023).
5. McKinsey & Company. (2023) What is Gen Z?. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z. (Accessed: 14 October 2023).
6. Mintel. (2023) The Future of Consumer Behaviour in the Age of Gen Z. Available at: https://www.mintel.com/consumer-market-news/the-future-of-consumer-behaviour-in-the-age-of-gen-z/. (Accessed: 14 October 2023).
7. Smith, F. (2023) Lifestyles of Generation Z – UK – 2023. Available at: https://reports-mintel-com.arts.idm.oclc.org/display/1157485/?fromSearch=%3Ffreetext%3DGeneration%2520Z%26resultPosition%3D3. (Accessed: 14 October 2023).

Image Ref:

1. Francis, T and Hoefel, F. (2018) ‘True Gen’: Generation Z and its implications for companies. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies. (Accessed: 14 October 2023).
2. Smith, F. (2023) Lifestyles of Generation Z – UK – 2023. Available at: https://reports-mintel-com.arts.idm.oclc.org/display/1157485/?fromSearch=%3Ffreetext%3DGeneration%2520Z%26resultPosition%3D3. (Accessed: 14 October 2023).
3. Smith, F. (2023) Diversity, Equity and Inclusion – UK – 2023. Available at: https://clients-mintel-com.arts.idm.oclc.org/report/diversity-equity-and-inclusion-uk-2023?fromSearch=%3Ffreetext%3Ddiversity%2520product%26resultPosition%3D1#workspace_SpacesStore_ef7f6c3b-e327-4508-b670-3356f82a2514. (Accessed: 14 October 2023).
4. Galluci, N. (2020) Nike urges people to stand against racism in striking new ad. Available at: https://mashable.com/article/nike-stand-against-racism-ad-george-floyd. (Accessed: 14 October 2023).

It can be said with confidence that people are the backbone of every part of the fashion industry, from the designers and creatives behind ideas, to the people working in production, to those working in marketing, through to those working in retail and of course the consumers themselves. Due to this, it’s crucial to explore and understand the many layers to the People pillar.

Anyone born between 1995 and 2009 falls into Generation Z. What makes this generation unique from their predecessors, known as Millennials or Generation Y, is that they’re the first to have grown up in a world that revolves almost entirely around technology. As a result of this, companies and retailers have had to take into account the shifts that must be made in how goods and services are made available. But this doesn’t only apply to the world of fashion; the emergence of music platforms like Spotify or Apple Music, taxi services such as Uber, streaming services such as Netflix, food delivery services such as Uber Eats, and so much more are all examples of how Gen Z have grown up in a world where ‘products become services, and services connect consumers’ (Francis & Hoefel, 2018). Of course, one can’t discuss Gen Z and fashion without mentioning the attention given to a brand’s ethical values. Modern consumers pay more attention than ever to how environmentally friendly a brand is in terms of the materials used and the production process as a whole, and in addition much attention is given to how people in factories and distribution centers are treated when it comes to their hours, their wages and how humane their working environments are. This has led to fast fashion companies like Shein being called out for their unsustainable methods of production, with its (approximately) 6,000 factories in China being responsible for the release of about 6.3 million tons of carbon dioxide per year (Changing Markets Foundation, 2022). However, in a generation where influencers are idolized, Shein has still somehow taken over Nike and Adidas as the most-Googled clothing brand, and has exceeded Zara and Macy’s in online sales (Money.co.uk, 2022).

So what should a brand do to attract Gen Z consumers? A 2022 Drapers report notes that ‘Gen Z in particular differ to the generations of shoppers before them… [growing] up as digital natives, surrounded by technology for their entire lives’. A 2023 Drapers report found that although 53% of Gen Z and Gen Y consumers prefer shopping at physical stores, 92% often buy online, due to the convenience of shopping from home instead of venturing outside. The same report discovered that TikTok has overtaken Instagram as the most popular platform amongst these generations, meaning the use of digital marketing and influencers by brands is now the most surefire way to gain recognition.

According to Susanne Ricee (2022) there are 4 Diversity Types or Dimensions:

– Internal (born with/belong to us)

– External (heavily influenced by us)

– Organizational (in the workplace)

– World View (cultural, political, historical)

A brand that’s been very transparent with the diversity in their workforce is Apple, stating ‘We’re continuing to create a culture of inclusion… Because belonging takes all of us’ (Apple website). The same webpage also allows users to interact with graphs displaying the male-to-female and ethnic ratios within their workforce from the years 2014-2022. They also showcase their diversity through their advertising; in the past, Apple would showcase only or primarily their products, whereas now their advertisements show people of all different ethnic and gender backgrounds, positively reflecting where they stand on inclusivity and bringing in a wider target audience.

A 2021 FTAlliance report discussed the most commonly required key people skills in the fashion technology industry in the modern day. One of these skills was to recognize the importance of sustainability and to have extensive knowledge on it. Another was to be quick and willing to adapt as new technologies are developed and enhanced; an extremely important aspect of this is the fast-rising popularity of Artificial Intelligence. Many are worried by this, taking the perspective that people will be put out of work by AI, which can be cheaper for the companies using it and more accurate. And perhaps people aren’t wrong to have this fear; a 2018 McKinsey report predicts that almost 400 million workers worldwide will need new jobs by 2030. However, a more optimistic stance could be that while AI won’t replace our jobs, our jobs will likely be replaced by people who use AI and are trained in it, which means people must be more open to change in the coming years.

References:

Francis & Hoefel ”True Gen’: Generation Z and its implications for companies’ (November 12, 2018) https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies

Changing Markets Foundation ‘Synthetics Anonymous 2.0’ (December, 2022) http://changingmarkets.org/wp-content/uploads/2022/12/Synthetics-Anonymous-2.0-Report-final-web.pdf

Money.co.uk ‘The most popular fashion brands around the world’ (November 30, 2022) https://www.money.co.uk/credit-cards/most-popular-fashion-brands-2022

Drapers ‘Gen Z and Millennials 2022’ (May 9, 2022) https://www.drapersonline.com/guides/gen-z-and-millennials-2022

Drapers ‘The A to Z of Gen Z and millennials: understand the next generation of consumers’ (September 19, 2023) https://www.drapersonline.com/insight/analysis/the-a-to-z-of-gen-z-and-millennials-understand-the-next-generation-of-consumers

Susanne Ricee ‘All Types of Diversity with Examples’ (July 10, 2023) https://diversity.social/workplace-diversity-types/

Apple ‘Inclusion & Diversity’ Webpage https://www.apple.com/diversity/

FTAlliance ‘New FTAlliance report unveils the 8 key future jobs in fashion-tech’ (October 29, 2021) https://www.arts.ac.uk/knowledge-exchange/stories/new-report-unveils-8-future-jobs-in-fashion-tech

McKinsey Global Institute ‘AI, automation, and the future of work: Ten things to solve for’ (June 1, 2018) https://www.mckinsey.com/featured-insights/future-of-work/ai-automation-and-the-future-of-work-ten-things-to-solve-for

People always play an important role in the fashion industry, from the founder of a brand to the consumer who is purchasing, people are always leading the track. As people always create a connected environment that can encourage creativity, unique ideas and innovation. Moreover, combined opinions can have a great positive impact on market trends and industry courses. So people are actually adding financial, social relevance and different culture to the fashion industry(McKinsey & Company, 2023). 

People of Generation Z were born between 1996 and 2010. The digital era, concerns about the environment, a changed financial landscape, and COVID-19 have all influenced the identity of this generation (McKinsey & Company, 2023). GenZ is living in a fast growing and advanced world, which sets them apart from the previous generations. As mentioned by the Talon.One report, Genz tends to be “informed consumer” and more “digital natives” (Talon.One, 2023). Developing in a world that is full of social media and updated news, Genz will always do research and weigh up options before purchasing goods and making buying decisions. Moreover, GenZ places high importance on brand ethics and corporate responsibility, compared to the Millennials (McKinsey & Company, 2023).

There are millions of brands in this world, how to be the brand that stands out and attracts the GenZ ? First of all, demonstrate a clear sustainability emphasis for the brand. For example, what materials their products are using and what eco-friendly method they are using on reducing waste. Having a transparent social and environmental responsibility can better help consumers understand and gain trust in the entire brand (McKinsey & Company, 2023). Moreover, create channels that can let GenZ consumers specify their interested brand. The use of social media including TikTok, Instagram, Snapchat and Facebook etc. can gain opportunities to present products in front of GenZ customers and create a strong and authentic presence of the brand (SearchEngineJournal, 2022).

Diversity is also an eye-catching topic, brands being diverse can draw much attention from people all around the world, which can increase profit and gain brand’s popularity. Zara is an example that has been doing a great job on brand’s diversity, such as using models of all races, ages, shapes, sizes and abilities (WhoToWear, 2019). Nevertheless, create suitable designs and products for different countries. Various Zara items sold in Asia and Europe have entirely different designs, demonstrating that Zara understands the needs and wants of different customers around the world. This can not only satisfy the taste and fashion of different people, but also prove that Zara is a diverse brand. 

How do “people” create an important role in a fashion brand to make it successful? Leader is an important character, leading the firm and company to work on processes, give interesting, great ideas and inspire employers to boost a brand to walk on a better pathway(Medium, 2019). Furthermore, the customer services team is also a key role. In this GenZ leading society, listening to GenZ opinions and satisfying their requirements can increase the demand of the brand and generate a positive result for the consumer. There are much more roles a brand should include to produce a better outcome, that’s why teamwork is very important, as to combine different colleagues’ opinions and ideas to bring products and services to market successfully. 

Reference list

Bewicke, H. (2023). Gen Z consumer behavior: What you need to know. [online] Talon.One. Available at: https://www.talon.one/blog/gen-z-consumer-behavior-what-you-need-to-know. 

Kristiansson, K. (2019). Who Do You Need On You Fashion Brand Team? [online] Medium. Available at: https://medium.com/@klas_apparel_entrepreneurship/who-do-you-need-on-you-fashion-brand-team-2bdf668c27fb. 

Macura, A. (2022). Marketing To Gen Z: How To Do It The Right Way. [online] Search Engine Journal. Available at: https://www.searchenginejournal.com/marketing-to-gen-z/471784/#close. 

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 .

Moran, G. (2022). Gen Z and Millennials 2022. [online] Drapers. Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2022. 

Parker, K. and Igielnik, R. (2020). What We Know About Gen Z So Far. [online] Pew Research Center. Available at: https://www.pewresearch.org/social-trends/2020/05/14/on-the-cusp-of-adulthood-and-facing-an-uncertain-future-what-we-know-about-gen-z-so-far-2/. 

Smith, T. (2023). The Z: Using Social Media to Attract a Gen Z Audience | Meetings Today. [online] www.meetingstoday.com. Available at: https://www.meetingstoday.com/articles/143812/z-using-social-media-attract-gen-z-audience  [Accessed 17 Oct. 2023].

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

The “people” pillar is a concept referring to other extended pillars including economic viability, environmental protection, and social equity pillars which are ideas often found in the context of sustainability and corporate social responsibility (Bracco, N.D). It focuses on the impact an organization has on its people, which includes employees, customers, and the broader community (Indeed, N.D). Therefore, this pillar recognizes the importance of treating people ethically, fostering inclusivity, and ensuring well-being within the organization and beyond.

Understanding Gen Z as consumers involves recognizing that this generation places a strong emphasis on values associated with the “people” pillar. Gen Z is – loosely – people born from 1995 – 2010 (McKinsey & Co., 2018). Through surveys, there were four notable behaviors of Gen Zs revealed. We value individual expression and avoid labels, we mobilize ourselves of a variety of causes, we believe profoundly in the power of dialogue to resolve conflicts and create positive change, lastly, we approach decision-making and interactions with institutions through a highly analytical and pragmatic lens (McKinsey & Co., 2018). Therefore, such behaviors would influence Gen Zer’s view of consumption and relationship with brands. Brands should focus on three implications for this generation: 

1. Consumption as access rather than possession (McKinsey & Co., 2018) – perhaps brands should shift focus towards offering subscription-based models and access-driven experiences, acknowledging Gen Z’s preference for on-demand services over traditional ownership.
2. Consumption as an expression of individual identity (McKinsey & Co., 2018) – brands should enable personalization and encourage user-generated content, aligning with their desire for self-expression and individuality. 
3. Consumption as a matter of ethical concern (McKinsey & Co., 2018) – Embracing sustainability, social responsibility, and transparency in their practices, brands can resonate with Generation Z’s values and ethical concerns, fostering loyalty and relevance among this socially conscious generation. 

One notable example on top of my head that has responded to diversity in the fashion and cosmetic industry is Chanel. Chanel debuted its revolutionary makeup brand “Boy de Chanel” on September 1st, 2018 in South Korea (Forbes, 2018). The introduction of this line represents Chanel’s commitment to breaking down gender barriers in the cosmetics industry, where makeup has traditionally been marketed toward women. The brand recognizes that people of all genders have a diverse range of beauty needs and desires. Therefore, this launch has once again responded to the evolving understanding of beauty and the importance of inclusivity. This initiative aims to make makeup products more accessible and relevant to a wider audience, regardless of gender, embracing diversity and self-expression in the beauty and fashion world. 

Lastly, in the competitive fashion industry, success relies on crucial people skills including:

1. Creativity – essential for innovative design and trendsetting.
2. Effective communication – fostering teamwork and brand identity internally and externally.
3. Adaptability – ensures fashion brands remain relevant and successful in the dynamic and competitive market due to the fast-paced changes in trends, technology, and consumer preferences.

Bibliography

Francis, T. and Hoefel, F. (2018) ‘True Gen’: Generation Z and its implications for companies, McKinsey & Company. McKinsey & Company. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies (Accessed: 15 October 2023).

Hillman, J. (2022) The Fashion Entrepreneur Skills You Need in 2022, James Hillman Fashion Consultancy. James Hillman Fashion Consultancy. Available at: https://www.jameshillman.co.uk/blog/2021/1/24/the-fashion-entrepreneur-skills-you-need-in-2022 (Accessed: 15 October 2023).

Leigh, T. (2018) Chanel Debuts Revolutionary Makeup Line For Men: ‘Boy De Chanel’, Forbes. Forbes Magazine. Available at: https://www.forbes.com/sites/tiffanyleigh/2018/08/27/chanel-debuts-boy-de-chanel-male-makeup-collection/?sh=cb49aeae3c58 (Accessed: 15 October 2023).

(No date). Available at: https://uk.indeed.com/career-advice/career-development/three-pillars-of-corporate-sustainability (Accessed: 15 October 2023).

(No date). Available at: https://uk.indeed.com/career-advice/career-development/three-pillars-of-corporate-sustainability (Accessed: 15 October 2023).

Within such a diverse industry, it is crucial for fashion brands to recognise one of the most pinacol aspects of the four fundamental pillars of sustainability, people. For any brand people, specifically consumers, are the vital key for them to able to function and survive. Every consumer has different needs and can be split into various sectors for example gender, age, sexuality and race, understanding consumer needs is necessary in order for a brand to successfully market their products and attract their target audience. For a fashion brand to effectively market their garments towards their intended audience they must adhere to the demands of each generation and their differing needs. One group of consumers in particular, that are pivotal within the fashion industry today due to their strong, influential values and demands for brands to illustrate diverse and sustainable practices, is Gen Z. 

Gen Z is the name given to the group of people born between 1996 to 2010 during the rise of the internet and the digital age labelling them ‘’digital natives’’. The behaviours of these consumers are shaped by how they grew up through the digital age, climate anxiety and the global pandemic. Gen Z is a community that collectively hold strong views on diversity to create greater equality for all, sustainability and ethical practises. Therefore, they will often choose brands that not only demonstrate these values but influence a real change within the industry. McKinsey & Company reported 73% of Gen Z claimed to strongly take into consideration environmental, ethical and social issues when purchasing from companies therefore, it is essential for brands to adapt to these demands in order to align with their consumers needs and successfully market their products. Businesses must practice what they preach when addressing marketing issues as this generation stand by searching for truth and value individual expression (T. Francis and F.Hoefel,2018). In order to appeal to Gen Z, it is essential for brands to adapt to their values and change their practices to become in line with not only sustainability and circularity, but also represent diversity through inclusion of cultures, body types and ages. Many brands have attempted to progress with the new generation and adopt their values, this is evident within Rhianna’s Fenty beauty line which effortlessly represents all ethnicities and identities within their diverse beauty line that covers an array of skin tones.

Fenty beauty is renowned for their great diversity efforts that have massively impacted not only the beauty industry, but the fashion industry also through the inclusive line of lingerie ‘’Savage X Fenty’’ fit for all body types. Rhianna set forth a new standard to be met through her remarkably diverse runway which covered various ethnicities, disabilities, sexualities and ages, including the first ever congenital amputee model to walk the New York Fashion week runway without a prosthetic (Forbes, Cat-Wells, 2021). 

Consequently, this emphasises how in order for a brand to be successful within this industry, they must adhere to the progressive principles of the new generation Z. To demonstrate these values, sustainable and circular approaches must be used within their practises to prove their efforts in tackling the climate crisis and help building a sustainable future. Brands must demonstrate a recognition for diversity and representation of all identities and ethnicities through not only a marketing strategy but integrated within the core values of the brand.

References:

-Francis, T and Hoefel, F (2018). ‘True Gen’: Generation Z and it’s implications for companies [online]

Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies

-McKinsey & Company (2023). What is Gen Z? [online]

Available at: https://www.mckinsey.com/~/media/mckinsey/featured%20insights/mckinsey%20explainers/what%20is%20gen%20z/what-is-gen-z.pdf

-Wells, C (2021) ‘Shaholly Ayers on Savage X Fenty: A more inclusive fashion and advertising landscape’ [online]

Available at:  https://www.forbes.com/sites/keelycatwells/2021/10/16/shaholly-ayers-on-savage-x-fenty-a-more-inclusive-fashion-and-advertising-landscape/?sh=6d49671d43ff

Within fashion, people are arguably the most important pillar the whole industry stands on. People are ultimately involved with every aspect of creating clothing from collecting the raw materials to wearing a finished garment.

Gen Z are the generation of people born between 1996 and 2010 and are the first generation to grow up as digital natives. As consumers, Gen Z want to have a quality shopping experience and despite their affinity with technology, they prefer physical stores in comparison to the prior generation of Millennials. Most consumers in Gen Z want a brand to be ethical in its values and sustainably focused. (McKinsey and Company, 2023)

As a member of Gen Z I believe that in order for a brand to attract members of this generation their ideas have to be unique. As Gen Z have grown up with ample access to online sources there is rarely anything completely unique that they see from a brand so when they are able to do this it attracts them even more! This unique quality could be through the design of the product itself or a new marketing idea. An example of this could be when Maybelline used AI to create an advert for their mascara and involved the London tube system. This was a new idea that excited people when it was released.

A lot of comments about products now link to diversity and how diverse a new product or brand is. A brand who responded to diversity incredibly well was Savage X Fenty whose Creative director, Rhianna, successfully showed a diverse collection of models spanning a variety of ethnicities, disabilities, ages as well as members of the LGBT+ community. The shows Rhianna created for the brand have been flooded with praise regarding the diverse collection of models wearing the clothing. (Forbes, 2021)

Fashion brands need a variety of different people skills to truly be successful. One of these I believe is compassion, a brand should care for their customers as if they were buying the items themselves this can also lead on to more sales and repeat customers, compassion also means a brand cares for its workers and the people buying their clothes which is hugely important in todays society. A fashion brand should also possess effective communication between all aspects of the clothes creation process, this ensures that a customer feels included within the creation of their garments

References:
What is Gen Z? (2023) Mckinsey and Company – https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z

A pillar of sustainability that I would consider as most important would be the people pillar. This is from the fact that people are the producers and consumers of fashion therefore it is absolutely vital to understand consumer needs and how we can appeal to their needs through looking at the past, present, and future of fashion. As ‘people’ can be quite a complex subject, it is easiest to look at consumers over the years through generations as not only have people’s fashion senses changed, but so have the way they shop in relation to circumstances that shape generations. So in consequence of today’s climate awareness, we should look at past mistakes, what has changed throughout the years, and what we can expect in the future in the context of people and fashion.

This is where the generation that thrives off of uniqueness and individuality comes into play; Gen Z. These are people born between 1996 and 2010 who are widely known for growing up in an age where digital advancements were happening rapidly giving them the nickname – “digital natives” (McKinsey & Company, 2023). Likewise to other generations, there are generalisations that we can make about Gen Z, such as how they are “Communaholics” as they like to constantly be socialising whether that’s online or in person or how they like to “live life pragmatically” and always unveil the truth according to (Francis & Hoefel, 2018). However, if we dig deeper into these observations we can unveil how this can impact marketing techniques within the fashion industry. It is almost common knowledge that Gen Z in particular is prone to suffer from what they call “Climate anxiety” which ultimately affects their decisions as consumers exponentially compared to other generations such as Gen X who are more likely to shop somewhere that provides status and advertises loyalty (Wagner, 2022). 

In addition, being online also means being connected to the rest of the world constantly, with new identities being formed as Gen Z mould a society where people can always be comfortable expressing themselves. (McKinsey & Company, 2023) states, “Gen Zers have strong values related to racial injustice and sustainability.” This proves that in order to appeal to Generation Z, brands should ensure that they have an online platform, produce their goods sustainably and see to making products inclusive for all social groups such as gender, age, religion, race, sexuality etc. 

One brand that has stood out recently to young Gen Z consumers is the German shoe brand, Birkenstock. Though this could also be from the clever product placement in the new ‘Barbie’ film, according to (The Economist, 2023) “Birkenstock’s revenues have doubled in the past three years to $1.4bn”, with almost half of 2022’s sales being made by buyers in their 20’s and 30’s. For a brand that’s known for the ‘dad sandal’ it is easy to question the appeal. But actually, Birkenstock is doing everything right to interest a diverse Gen Z consumer. Birkenstock’s clogs and sandals are worn by people all over the world, even having unisex footwear and designs to please people of all ages. Furthermore, the shoes are manufactured using sustainable materials such as cork, natural latex and jute which are biodegradable making them durable and eco friendly. These reasons combined with the fact that their footwear is super comfortable make Birkenstock the perfect Get Z brand. 

Francis, T. and Hoefel, F. (2018) ‘true gen’: Generation Z and its implications for companies, McKinsey & Company. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies (Accessed: 16 October 2023). 

Schneider, B. and Lee, D. (2022) Bof Insights: Gen-Z and fashion in the age of realism, Gen-Z and Fashion in the Age of Realism. Available at: https://www.businessoffashion.com/reports/retail/gen-z-fashion-in-the-age-of-realism-bof-insights-social-media-report/ (Accessed: 16 October 2023).

Wagner, N. (2022) Generation X and brand loyalty, The Brand Loyalty Of Generation X. Available at: https://stevens-tate.com/articles/generation-x-brand-loyalty/ (Accessed: 16 October 2023).

What is gen Z? (2023) McKinsey & Company. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (Accessed: 16 October 2023).

Why young consumers love birkenstocks (2023) The Economist. Available at: https://www.economist.com/business/2023/10/12/why-young-consumers-love-birkenstocks (Accessed: 16 October 2023).

People are the backbone of the fashion industry. From designers, suppliers, manufacturers to consumers the people within the industry play crucial roles in ensuring the industry is connected.

I will be delving into consumers, specifically Generation Z. Often referred to as “Gen z” the first digital native generation consisting of people born between 1996-2010. (McKinsey & Company 2023) it’s imperative brands understand gen Z as they will form a quarter of the population of the Asia–Pacific region by 2025! (McKinsey & Company 2023) Gen z tend to have understanding of sustainability, inclusivity, ai, media, gadgets and a form of emotional and educated consumerism, (Mitterfellner, O 2019) hence, challenges may arise for businesses to seamlessly integrate emotion, human “realness” and the advantages of technology to connect with gen z (Tredre roger 2019)

It’s important for brands to recognise the shift in gen z shopping patterns, platforms and preferences compared to previous generations. Specifically, social media and digital marketing as 60% of both Gen Z and millennials now buy via social media (Moran, G. 2022) Additionally, 60% of Tik Tok’s 1 billion + users are gen z! (McKinsey & Company 2023) This is a shift towards valuing more community as platforms such as tiktok continues onto the meterverse, (Moran, G. 2022) providing brands with opportunity to connect and target gen z. (Bloomberg estimates the metaverse could be £627bn market opportunity by 2024. Yet, as it is important for fashion brands to understand how to tap into the emotions of desire with all young generations they mustn’t alienate the older generations (Mitterfellner, O. 2023)

Key ways brands can attract gen z is by aligning with the values of gen z. Next gen brands such as Jacquemus and Coperni are in the limelight as are bringing in new ideas, diverse talent and fresh approaches and attract new and equally diverse consumers from all global cultures (Mitterfellner, O. 2023) as gen z often choose brands that have a strong story/ purpose, and commitment to green practices. (McKinsey & Company 2023) Collaborations within big luxury houses are popular in targeting gen z, who perceive luxury in a new and different way. Eg: Gucci and Adidas & Tiffany and Supreme collaborations appalling to gen z! Luxury brands delving into pop up shops in cities eg: crtz and trapstar doing luxury giveaways is appealing to the consumer in a forward thinking way! (Mitterfellner, O. 2023) Furthermore, brands offering more circular fashion normalities being on platforms such as thredup or opening their own sustainable pre loved range eg: urban outfitters, urban renewal can also aid these brands being in line with gen z! 

Rare beauty, founded by Selena Gomez, has successfully responded to diversity as are breaking down unrealistic standards of perfection. Rare beauty consciously crafts their products in an environmentally friendly and inclusive way, wanting ‘easy use’ to be the forefront so everyone can use their products eg: packaging shapes keeping in mind disabled. The social rare impact initiative goal is to raise £110 million over the next 10 years to help give people access to mental health services! (rare beauty) 

As the industry and the people progress it is essential that communication, awareness, collaboration and fast forward thinking individuals are involved who have key understandings of not only the brand but competition, the industry, the future and the consumer.

“About Rare Beauty: Rare Beauty by Selena Gomez.” Rare Beauty, www.rarebeauty.com/pages/about. (Accessed 15 Oct. 2023). 

Moran, G. (2023) Gen Z and millennials 2023 report, Drapers. Available at: https://www.drapersonline.com/insight/drapers-bespoke/gen-z-and-millennials-2023-report(Accessed: 14 October 2023). 

Francis, T. and Hoefel, F. (2018) ‘true gen’: Generation Z and its implications for companies, McKinsey & Company. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies (Accessed: 14 October 2023)McKinsey & Company (2023). What is gen Z? Available at: https://www.mckinsey.com/featured-insights/mckinseyexplainers/what-is-gen-z (Accessed: 14 October 2023)