Furthermore, understanding varying consumer needs is a vital part of any fashion company, in order to be able to effectively market garments towards its intended audience. In understanding the “people” aspect of marketing, it is integral to comprehend the differences between each generation.
Gen Z as consumers are very unique in their approach to purchases, with an emphasised need for morality and social responsibility, which has caused companies to be more cautious of their actions, and how these effect their own society and the wider world. This generation has become tech dependent, given that they have grown up in a technologically involving world, in which technology is a vital part of their lives. As well as this, gen Z have an increased desire for unique pieces, which identifies the generation’s increased need to express individuality, as opposed to purchasing items which are “on trend”. (Francis & Hoefel, 2018)
Given that Gen Z are becoming such a large demographic and provide fashion companies with opportunities to both evolve their brand and earn profit in the process, attracting this generation is incredibly important. Acknowledging that Gen Z are technology natives, many people of this generation use social media to find new brands and garments which interest them. In comparison to millennials, Gen Z browse more often on social media for fashion inspiration, and have an overwhelming majority of Tiktok users (which many claim they use this often to find inspiration). Due to this statistic, Tiktok is adapting its app in order to make it a more appealing place for businesses to market themselves, therefore using Tiktok would likely attract Gen Z to a new or expanding brand. (Drapers Bespoke, 2023)
In understanding the importance of social responsibility to Gen Z, we can acknowledge the importance of diversity within fashion. With an expanding industry it is important to cater to everyone and especially with Gen Z’s emphasis on individuality, it is to be assumed that many people would want to see fashion become more inclusive and diverse. In particular, the makeup brand “Fenty Beauty” launched their first product with the aim of promoting diversity and ensuring that their product would be accessible to everyone, which not only gives the brand a good reputation, but also allows everyone to purchase their product, as opposed to the limited amount of people who would be able to buy the product given that they had only created a limited shade range. (The State of Fashion Beauty, 2023)
With Gen Z becoming such prominent consumers, companies must adapt in order to understand and cater to the people skills needed in promoting to this generation. Given that technology is constantly adapting and the use of social media and AI are rapidly increasing, within a company it is important to find people with these skills in order to transition into a new era of fashion marketing. Understanding the changes within the industry is vital and therefore new people are crucial at a company who have little understanding of the current state of technology usage amongst young people. (Zilkha, 2023)
People, or the main demographic of a fashion firm, play an essential role in developing marketing strategies and selling their products and services. According to Lee (2022), “In the US, Gen-Z is particularly shaping the culture and moving the economy with a purchasing power of about $360 billion.” Although reading the aforementioned statement provides insight into how dominant Gen Z is, the question of who Gen Z is arises. Why are they crucial, and how has Gen Z affected the fashion industry? Gen Z or Generation Z comprises people born between the years 1996 and 2010; also called the “digital natives” (the first generation to grow up with the internet as a part of daily life) and are more interested in belonging to an inclusive, supportive community. (McKinsey & Company, 2023)
Gen Z is known to have strong values like racial justice, sustainability, and individual expression. (McKinsey & Company, 2023, Francis and Hoefel, 2018) “Gen Z also make decisions and relate to institutions in a highly analytical and pragmatic way which is why Gen Z is “True Gen.”” (Francis and Hoefel, 2018) Having such strong ideals, influences the purchasing experience and allows for pragmatic thinking before making a purchase. As a result, marketing products to Gen Z must take a different approach, including digital marketing on platforms such as Instagram and TikTok, building a positive brand image, collaborating with influencers, providing authenticity, and more. Furthermore, Sabrina Bahsoon, aka, “tube girl” from TikTok is not only sitting front row at Fashion Week but also walking the ramp. (Chitrakorn, 2023) “After walking Mac Cosmetics’ “The Face Show” event during London Fashion Week, she has already been spotted at Balmain and Courreges, and walked the runway for Christian Cowan.” (Chitrakorn, 2023) This increased the brand’s following among Gen Z.
Fig 2: Sabrina Bassoon aka the “tube girl”
To entice Gen Z consumers to their brand, several companies have begun including diversity and inclusivity. For example, “Fenty launched in 2017 with “foundation for all” — and though it was not the first company to offer makeup in an extensive array of skin tones, it quickly became the most buzz-worthy.” (Wingard, 2019) Similarly, Uniqlo gained a lot of Gen Z interest after Phillimore posted her ode to Uniqlo in April 2022, countless others have created “what’s in my bag” TikToks featuring the cross-body bag, and #uniqlobag has 70 million views on the platform. (Miller, 2023)
Fig 3: Uniqlo cross body bag
The Inner Developmental Goals or IDGs provide an essential framework of transformative skills for sustainable development on how to develop necessary skills. (Inner Developmental Goals, n.d.) This framework consists of five dimensions, being, thinking, relating, collaborating, and acting. (Inner Developmental Goals, n.d.) As a result, effective communication, leadership, flexibility and agility, and self-awareness are some key people skills needed for a fashion brand to be successful.
In today’s rapidly evolving fashion industry, brands are faced with the challenge of attracting a diverse and socially conscious consumer base. As one of the pillars of sustainable development, people may have an important impact on the fashion industry. One of the fundamental considerations for fashion brands is how to engage with Generation Z (Gen Z), a group born between the mid-1990s and mid-2010s. This article delves into various aspects of this challenge, exploring Gen Z as consumers, strategies to engage Gen Z, examples of brands responding to diversity, and the key people skills needed for a fashion brand to thrive.
Generation Z consumers are characterized by being digitally native, socially aware, and diverse in perspective. They have grown up in a world shaped by the Internet, rich in information and connected (Dolot, 2018) They are tech-savvy and have grown up immersed in smartphones, social media and the internet. This digital fluency impacts their shopping habits as they often turn to online platforms for product research, reviews and purchases. Brands therefore need to have a strong digital presence to reach out and engage with the tech-savvy generation. In addition to this they value the brand’s transparency and ethical practices. They want to know where and how products are made and whether the company treats its workers and suppliers fairly. Brands that provide this information openly and honestly can gain Gen Z’s trust.
To attract and retain Gen Z consumers, brands must not only understand these characteristics but also align their practices, values and messaging with the expectations of this unique generation(Francis and Hoefel, 2018) This includes being authentic, socially responsible, and environmentally conscious, and demonstrating these qualities in a transparent and inclusive manner. Gen Z consumers prioritize sustainability. Brands should adopt environmentally friendly practices, use sustainable materials, and ensure transparency in their supply chains. Social media platforms are the primary way Gen Z communicates and shares information. Brands must maintain an active presence on platforms like Instagram, TikTok, and Twitter to connect with this audience. Regularly publishing engaging posts can help build brand awareness and educate Gen Z consumers about products, events, and social events.
Many brands have recognized the importance of addressing diversity and have taken significant steps to promote inclusion and celebrate diversity in their products, marketing and corporate culture. Nike is a striking example of a brand that has dealt with diversity effectively. Nike has long excelled in diverse advertising, such as the Nike Pro Hijab for Muslim female athletes, adaptive sportswear for people with disabilities, and plus-size sportswear. Among various multicultural marketing campaigns, “One Day We Don’t Need This” stands out. (Refuel Agency, 2020) Nike has been active in featuring diverse models and athletes in its advertising and marketing campaigns. They feature athletes of various ethnic backgrounds, genders, and body types in their ads, emphasizing that exercise and fitness are for everyone. And Nike has expanded its sizing options to accommodate a more inclusive range of body shapes. Their “Extended Sizes” program ensures that a wider range of consumers can find products that fit and are comfortable.
In conclusion, within the contemporary and dynamic fashion landscape, the appeal to Gen Z consumers is contingent not solely upon the quality of products, but also on the alignment of brands with principles of sustainability, diversity, and social consciousness. It is imperative for brands to incorporate these values into their operational framework, product offerings, and marketing strategies.
Reference list
Dolot, A. (2018). The Characteristics of Generation Z. e-mentor, [online] 74(2), pp.44–50. Available at: https://www.ceeol.com/search/article-detail?id=737237.
Francis, T. and Hoefel, F. (2018). ‘True Gen’: Generation Z and its implications for companies. [online] McKinsey & Company. Available at: http://www.drthomaswu.com/uicmpaccsmac/Gen%20Z.pdf.
Refuel Agency (2020). 6 Examples of Brands Who Got Multicultural Marketing Right | Refuel Agency. [online] MILITARY | TEEN | COLLEGE | MULTICULTURAL. Available at: https://www.refuelagency.com/blog/multicultural/examples-of-brands-who-got-multicultural-marketing-right/.
The pillar ‘People’ is integral to the fashion industry as this not only includes the people behind the production, marketing, and distribution but also the consumers. The consumers give brands purpose and are the driving force of the industry. Now, more so than ever, consumers align their beliefs with brands that they can relate to and identify themselves with. This is mainly seen with Gen Z, a generation that differs from others as Gen Z are the first to grow up as digital natives – constantly around technology and the internet. (Moran 2022). In a period where technology is so prevalent, brands are evolving to suit the needs of consumers.
First and foremost, Gen Z have transformed the fashion industry and as a generation, they are determined to challenge stereotypes and cultural norms. As consumers, Gen Z are concerned with how brands represent social groups and celebrate multiculturalism. Consequently, brands have begun to take measures to change to fulfil the desires of consumers. Moreover, Gen Z consumers have strong beliefs regarding sustainability, and one could argue the youth are more aware of the impacts of fast fashion as they have the internet at their hands. However, with social media becoming so significant, especially within the fashion industry, this makes it hard for Gen Z to prioritise their values and stay ethical. Brands understand that social media marketing is the gateway to larger profits and reaching mass audiences. Social media marketing directly affects Gen Z as many feel pressured to buy into rapid trends which clashes with their values of sustainability. In the USA, 40 percent of Gen Zers admit to being influenced online (McKinsey & Company 2023). One could suggest that Gen Z aim for a more environmentally friendly world yet are easily manipulated and convinced to buy into unethical brands, ultimately highlighting the power of marketing.
For a fashion brand to succeed, people skills are necessary. Teamwork and communication skills are key as the collaboration of ideas enables the production of high-quality work. Further, listening skills gives society a wider perspective which breaks barriers through different cultures and social norms. It also allows brands to understand what could be done to improve and gives them a chance to adapt into what their consumers want and expect, thus increasing profits.
Reference List:
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 13/10/2023)
What is Gen Z? (2023) McKinsey & Company. Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z (Accessed 11/10/2023)
Moran, G. (2022) Drapers, Gen Z and Millennials 2022. Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2022 (Accessed 13/10/2023)
Generation Z is a generation of true digital natives who live their lives completely digital, with streaming content all around them. Having grown up in the shadow of recession and fear of pandemic and climate catastrophe, they are far better at managing their economies and living their lives than previous generations. A Bloomberg report shows that Generation Z of young students and working professionals have $360 billion in disposable (Search Engine Journal, 2022). Therefore, Generation Z has gradually grown into the main force of market consumption, and what the brand needs to do is to cater to this generation of young people and compete for the important pillar of the current market.
A spokesperson of similar age and great influence
Since the people of the generation z are all young people, their thinking is more active and open, and they are more likely to accept the entertainment idols provided by society. Their personality is not independent, mainly through imitation and learning to promote the formation of personality. Entertainment idols are often beautiful men and women who are the same age as generation z, generation z will worship these entertainment idols as a part of their lives, by imitating the clothes of idols, buying products endorsed by idols, buying good things recommended by idols and other ways to express their worship and pursuit.
Fashion brand Lord &Taylor teamed up with 50 of Instagram’s fashion Kols to have them all pose in the same dress for their Instagram feed. Soon after it was uploaded, the dress sold out. According to Lord &Taylor CMO Michael Crotty, the 50 Kols are selected and paid for by the brands themselves, based on their influence, number of followers, and fit with the brand. Most of the photos posted by these 50 users on Instagram have received more than 1,000 likes, some more than 5,000, which should be said to be a very successful KOL marketing. (Soho, 2017)
Use the comments section
On Generation z favorites apps like Instgram, Tiktok, and Little Red Book, comment sections can be just as interesting as the posts themselves. Most users like to interact with bloggers through likes and comments, and users can also like and reply to comments made by others. Interesting comment sections can even have the corresponding blog post trending. Many brands now also like to take user suggestions in the comments section while interacting with users, so that they can easily get the most authentic reviews, while increasing brand awareness and trust.
A comment from the McDonald’s TikTok account, for example. The original post is a classic example of Gen Z humor—it’s referential, a bit absurd and able to say a lot in a short time. As of April 2023, the video has over 2.4 million likes. The McDonald’s social media team used the comment section to capitalize on those views by reacting as any average person might. A simple three-word comment racked up more than 304K likes, earning increased brand visibility and reach. (Sproutsocial, 2023)
Reference list
Macura, A. (2022) Marketing to gen Z: How to do it the right way, Search Engine Journal. Available at: https://www.searchenginejournal.com/marketing-to-gen-z/471784/ (Accessed: 15 October 2023).
Those hot idol stars, in the end can bring how much commercial influence (2017) mobile Sohu.com. Available at: https://m.sohu.com/a/165375470_556767/?pvid=000115_3w_a (Accessed: 15 October 2023).
Gomez, R. (2023) How to make sure you’re marketing to gen Z the right way, Sprout Social. Available at: https://sproutsocial.com/insights/marketing-to-gen-z/?amp (Accessed: 15 October 2023).
Under the influence of the different historical backgrounds, people from different periods experiencing varying social environment, leading to a huge gap of social and lifestyles. For example, probably most of the GenX, from the 1960s to 1979s, did not have access to the Internet before the age of 20, they primarily relying on physics books and communication with limited people to acquire new knowledge, In contrast, most of Generation Z started using social media and could quickly access global news and information from a young age.These vastly different experiences have shaped their perspectives on various aspects of society.
As one of 4 pillars in fashion industry, “PEOPLE” (including designers, employees, consumers, and more) has also undergone significant changes in line with the developments in society and the era.Therefore, it is crucial to begin a research on Generation Z, who are poised to change the world, in order to keep up with the trends of fashion.
“For them, the self is a place to experiment, test, and change”(Francis, T. and Hoefel, F. 2018)
What is Gen Z：Gen Z is the generation of people who born between 1996 and 2010. People Called Gen Z “True Gen.” because, compared to individuals from other generations, Gen Z possesses a distinct propensity for deep reflection, unique self-expression and Independent Judgmen. They have four core behaviors:
Undefined ID’ – Gen Z shapes their own identity, avoiding being confined by traditional labels or predefined roles.
‘Communaholic’ – They blur the lines between online and offline relationships, engaging in beneficial interactions with people from all around the world.
‘Dialoguer’ – Gen Z is open to accepting and understanding diverse cultures and is willing to listen to various sets of values and beliefs.
‘Realistic’ – They are more practical and exhibit independent judgment capabilities, making decisions based on a pragmatic approach.
These characteristics set Generation Z apart and define their unique outlook on life and society. (Francis, T. and Hoefel, F. 2018)
When it comes to how a company can attract the Gen Z consumer base, one can say, “I like to think of consumers, you and me, as agents of change; we push fashion corporations and businesses to make the right decisions that reflect the needs of the time” (Ulasewicz, C. 2015). This implies that a company’s development is driven by changes in consumers. Therefore, to figure out how to capture the attention of the Gen Z demographic, it is necessary to identify the differences in Gen Z compared to previous generations.Gen Z is a generation that has experienced pandemic lockdowns, climate change, and fears of economic collapse (McKinsey, 2023). In this context, they have received more ethical education about environmental and social sustainability, which makes them place a higher value on whether a brand is ethical. At the same time, because they are more inclined towards personalized products, many brands’ traditional mass production models need to be partially altered, and introducing customizable production lines will better align with the new consumer demands.
Grace Ling is a women’s fashion brand that utilizes modern 3D printing and CGI technology to pre-calculate and commit to zero-waste tailoring. Her distinctive and technology-driven sustainable designs have made Grace Ling one of the most highly anticipated runway debut brands at New York Fashion Week in September 2023
To adapt to the evolving times, the key people skills needed for employees within a fashion brand are constantly evolving. One crucial skill is a comprehensive understanding of omnichannel marketing. Over the past decade, online shopping has become the primary mode of shopping for the younger generation in the new era. It extends beyond specific websites and encompasses the entire online landscape. Therefore, the ability to engage in omnichannel digital marketing has become a critical weapon for building a brand’s identity (Moran, G. 2022).
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About (2023) GRACE LING. Available at: https://gracelingofficial.com/pages/about (Accessed: 15 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: 15 October 2023).
Hethorn, J. and Ulasewicz, C. (2015) Sustainable fashion: What’s next?: A conversation about issues, practices and possibilities. New York: Bloomsbury, Fairchild Books, an imprint of Bloomsbury Publishing Inc.
McKinsey & Company, M.& C. (2023) What makes Gen z tick?, McKinsey & Company. Available at: https://www.mckinsey.com/featured-insights/themes/what-makes-gen-z-tick (Accessed: 15 October 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: 15 October 2023).
The pillar people (stakeholders) can impact the fashion industry drastically as people surround the whole lifecycle of a garment. stakeholders in the fashion industry are interconnected and play essential roles in shaping its trends, practices, and impact. Understanding and managing the interests of these stakeholders are critical for the industry’s success, sustainability, and responsible growth. On the other hand, consumer preference for a product can decide the design to a large extent.
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). Gen Z grew up in this ever-evolving internet digital age, and they are the first to grow up as digital natives – surrounded by technology and the internet for their entire lives (Drapers, 2022). The highest percentage of Gen Z mobile internet users on a social app is on YouTube, with 84% visiting the app. This is followed by TikTok at 61%. (Comscore, 2023) This means brands should use more social media marketing strategies to increase their Gen z consumers. Primark, which historically focused on physical stores, has been expanding its channel offer. The retailer dipped its toe into digital with the trial of its online click-and-collect service late last year (McKinsey & Company, 2023).
According to Susanne Ricee (2022), there are 4 diversity types or dimensions: Internal, external, organizational and worldview. For example, age, race, education and mental diversity. Close to 40 per cent of Gen-Z consumers prefer gender-neutral beauty products, compared to around 30 per cent of older generations (BOF, 2023). One notable example is the beauty brand Fenty Beauty, which was launched by the multi-talented artist and entrepreneur Rihanna in 2017. They offer 40 different shades, catering to a broad spectrum of skin tones, including those often underserved by other beauty brands.
People skills are closely intervened with the inner development goals. Inner Development Goals (IDGs) is a non-profit organisation for inner development. We research, collect and communicate science-based skills and qualities that help us to live purposeful, sustainable, and productive lives (Inner Development Goals, 2020). In the fashion industry, the sense of sustainability is crucial as Generation Z pays more attention to the environment. Moreover, thinking skills, communication skills and creativity are important.
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What are the most visited social media platforms among Gen Z? https://www.comscore.com/Insights/Blog/What-are-the-most-visited-social-media-platforms-among-Gen-Z
The State of Fashion Beauty https://cdn.businessoffashion.com/reports/The_State_of_Fashion_Beauty_2023.pdf
Inner development goals https://www.innerdevelopmentgoals.org/
Putting people at the core of a brand’s identity is not just a trendy marketing approach; it’s a strategic decision that can lead to a more authentic, relatable, and successful brand. By recognizing and respecting the diversity and values of customers and employees, fashion brands, and businesses in general can build stronger, more sustainable relationships and make a positive impact on society.
Businesses have recently started embracing the social media site Tik Tok as a tool. One of TikTok’s distinguishing qualities is the focus it places on brand authenticity. By using TikTok, businesses can produce honest, unfiltered content that appeals to this audience. They can engage in trends that gen z finds relatable, give behind-the-scenes looks, and highlight the people behind the company. With potential clients, this authenticity promotes trust and long-lasting partnerships. However, because of this effective marketing, overconsumption has significantly increased in the fashion sector, and despite the generation’s distinctive individualistic culture, there is now more pressure to adhere to particular fashion and design styles. The fundamental goals of marketing are identifying a need in society and proving that your products can fill it. The fashion sector, however, is distinct in that it creates that void (McKinsey, 2023). Profiting on this enmity, businesses propagate the lie that consuming commodities and services is the only way to sustain in society (Lascity, M.E. ,2021). Therefore, it’s not about going without material things. It’s about the rat race.
Nike, a global sportswear giant has been at the forefront of marketing to Gen Z, with a focus on diversity and inclusivity. Nike launched the “You can’t stop us” campaign in July 202 amidst the backdrop of the covid-19 pandemic and the global Black Lives Matter movement. The campaign serves as an excellent case study of a fashion brand effectively marketing to Gen z on a profound level. The campaign not only contributed to a positive brand image but also demonstrated the potential for fashion brands to use their platforms to drive social change and promote values cherished by this influential generation. In conclusion, brands aiming to effectively market to Gen Z must grasp their shopping habits. Authenticity, social responsibility, and digital convenience are important to Gen Z (McKinsey, 2018) and brands must develop essential people skills if they want to keep their interest and loyalty as they develop. These abilities include empathy, and the ability to adapt and accommodate to shifting generational preferences. Additionally, for brands to create and maintain a strong presence in the ever-evolving Gen Z market, they must practise open communication, be committed to sustainability, and be in tune with the values and interests of this generation.
Business of Fashion (BOF) and McKinsey & Company. (2023). The State of Fashion 2023. https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/state
People make a huge impact on companies as they tend to shape what they put out such as content or even the products being produced.
As of today, fashion companies tend to market to the ‘Gen-Z’ generation (people born between 1995-2010 commonly associated with the use and ease of digital technology). It’s often said that they tend to often adapt to new things quicker than older generations because they are eager to learn each day (Inner Development goals-UN). The generation is always pushing the boundaries of diversity and inclusivity, making people/companies become innovative with their ideas and breaking down the old patriarchal paradigms.
Diversity and Inclusion– 2020
Gen Z’s are known to be quite outspoken on opinions about certain topics, as well as being in support of freedom of speech. There are platforms which have encouraged this behaviour such as Instagram, Facebook, Twitter and TikTok. Most have thus championed free speech through improvements in certain sectors to improve diversity and inclusion. Brands such as Victoria Secret and Savage Fenty have used a diverse series of models that target different demographics which ranges from the use of different races, gender identification, body types and disabilities. Although some brands which have decided to adapt this change often get backlash as they seem to be conforming to consumer beliefs rather than believing it themselves. It’s stereotypical for luxury brands to have models that have a certain look to fit the values of companies; when it comes to typical high street brands consumers tend to more accepting of the company’s inclusivity of all demographics such as Nike. Nike have created designs to cater to all body types as well most religions such as Muslims (hijabs).
Brands have incorporated AI into marketing strategies, retail experiences and product recommendations in order to appeal to the younger generations. Promotional material advertised by Jacquemus depicts their signature bags with motor effects suggesting a ‘fast and furious’ image of the brand. Ai is a fast-developing form of technology which has been shown to improve the fast fashion experience, however, the less satisfactory nature of AI has proven an area of contention therefore intriguing a wider audience. A general trend towards the development of digital technology within fashion is seen through a recent uptick in hiring of individuals with advanced technological skills (stolzoff, 2018). Still raising the question, do brands hold onto their beliefs or adjust to the people’s ideology?
Savage x Fenty Beauty Vol. 3 Show 2021
References
Business Of Fashion. (2023). Why Surrealist Marketing Is Suddenly Everywhere. [Online]. Business Of Fashion. Last Updated: 28th June. Available at: https://www.businessoffashion.com/articles/marketing-pr/why-surrealist-marketing-is-suddenly-everywh [Accessed 12th October 2023].
Francis, T. (2018). ‘True Gen’: Generation Z and its implications for companies. [Online]. Tracy Francis and Fernanda Hoefel. Available at: https://www.mckinsey.com/~/media/mckinsey/industries/consumer%20packaged%20goods/our%20insights/true%20gen%20generation%[Accessed 6th October 2023].
GlobalGrid. (2021). Rihanna Continues To Champion Diversity & Inclusion With Savage X Fenty Vol. 3 Show. [Online]. Global Grid. Last Updated: September 28, 2021. Available at: https://globalgrind.com/5164716/rihanna-continues-to-champion-diversity-inclusion-with-savage-x-fent [Accessed 12th October 2023].
Inner Development Goals. (2023). The initiative. [Online]. Inner Development Goals. Last Updated: 2023. Available at: https://www.innerdevelopmentgoals.org/ [Accessed 10th October 2023].
Rachna Yadav. (2020). Diversity and Inclusion – The new ‘social un-conditioning’. [Online]. peoplemattersglobal. Last Updated: 26th April 2020. Available at: https://www.peoplemattersglobal.com/blog/diversity/diversity-and-inclusion-the-new-social-un-conditi [Accessed 12th October 2023].
When it comes to the fashion industry, the people are at the forefront of a brands focus. Fashion, beauty, and wellbeing choices are an integral part of consumers daily life (Gee, 2023). Without consumers, the fashion industry simply wouldn’t exist, it’s the people that keep the fashion alive. The people should be at the heart of everything a business does and as such, the people’s want, needs, expectations, and values should be communicated through the business’s own values and products.
Generation Z comprises people born between 1996 and 2010 and this generation’s identity has been shaped by the digital age, climate anxiety, shifting financial landscape, and Covid-19 (McKinsey and Company, 2023). Gen Z is a growing generation that are the first to experience their whole lives exposed to the digital world. As consumers, Gen Z focus more on factors such as sustainability and equity, as well as seeking out inspiration through clothing and garments. According to Amed, et al (2019), ‘Shoppers, particularly younger ones, have social and environmental issues on their minds’. Due to Gen Z’s monumental focus on such issues, there is an expectation for businesses, including those within the fashion world, to address these through their brands, their products, and within everything they do.
In response to the needs of Gen Z, businesses must fulfil their expectations through their brands and what their brand stands for. As mentioned previously, Gen Z are attracted to brands that highlight the importance of sustainability and equality yet, there are various ways in which businesses can appeal to this demographic. According to the report by McKinsey and Company, (2023), Gen Z demands purpose and accountability, the creation of more opportunities for people of diverse and underrepresented backgrounds, and rigorous sustainable and green practices. Furthermore, Gen Z are far more likely to participate on online shopping than previous generations and as such, businesses within the fashion world must take this into consideration when appealing to consumers of this generation. Being the first generation to have grown up entirely in the digital age, ‘social media platforms are their primary sources of information and inspiration. To promote you brand to Gen Z, it is crucial to have a strong social media presence’ (Animus marketing, 2023).
Moreover, inclusivity and diversity are significant when it comes to the people. Consumers want to see brands being inclusive and diverse and want to see this being communicated through products, campaigns, social media etc. This can be accomplished in a variety of ways including various model sizes, various ethnicities, various sexualities, various ages, the inclusion of disabilities. For instance, the fashion industry predominantly represents the western ideology of beauty. ‘Globally, Western beauty “ideals” pressure women and girls to conform to a fair skinned, youthful, thin, toned, able-bodied and physically “good looking” woman’ (Mckay, et al, 2018).
Fenty Beauty, British Vogue (Fetto, 2023)
Fenty beauty is a beauty brand centred around ethnic diversity, includes a foundation range of 50 shades that include shades for everyone and a marketing campaign that was as diverse as they come (Fetto, 2020). ‘Fenty Beauty connected emotionally with women who had long been treated as though they didn’t exist by the beauty industry. It not only highlighted the importance of being seen, it provided to the industry that women of colour have huge spending power, and that black can, and does, sell’ (Fetto, 2020).
With the fashion industry run by people, there are several skills that businesses expect from their employees, and their brand holistically, to be successful. There are of course the general skills including organisation, time management, communication, creativity, adaptability, etc. However, there are a variety of other skills that are significant currently, and that may vary from brand to brand, industry to industry. For instance, with consumers such as Gen Z, the importance of digital and technological skills is significant if brands want to reach this particular audience. Additionally, fashion-tech skills are constantly emerging and growing (Cifre, 2021). Thus, brands need to be ‘web-savvy’ and stay up to date with the latest technological advances- also including the development and changes within the social media realm.
References
Gee, L (2023) lecture, Welcome to Fashion business School, London College of Fashion 25 September 2023
Mckay A, Moore S, Kubik W (2018), Western Beauty Pressures and Their Impact on Young University Women, International Journal of Gender and Women’s Studies, American Research Institute for Policy Development, Vol. 6, pg. 1. (online) http://ijgws.com/journals/ijgws/Vol_6_No_2_December_2018/1.pdf(Last accessed: 14 October 2023)
Fenty Beauty by Rihanna (2023), Beauty for All, Available at: https://fentybeauty.com/ (Last accessed: 14 October 2023)
