The people pillar is the second category within the four studied pillars. It focuses of the people of fashion aka the consumers and the generations within. The people pillar recognises such things as social media consumption and niche, generational marketing. The generational z’s (Gen z’s) are a generation from ages 11-26 and the first generation of true digital natives (Tracy Francis, 2018). Gen z in particular differ to the generations of shoppers before them as they are the first generation to grow up surrounded by technology (Drapers, 2022). They cosume very differently with their values being
– Consumptions as access rather than possessions
– Consumption as an expressions of individual identity
– consumption as a matter of ethical concern
(Tracy Francis, 2018)
Examples of these is the individuality within social media and the influencer sector. A statistic of 50.3 percent of gen z’s use tik tok where as only 25.7 percent of millennial use it. The source of tik tok is so popular among generational z’s as its quick entertainment where people are able to express themselves and speak the truth which is regularly censored within global news ologopolies.
To attract a gen z from a brands percpective, there should be in inclusion of individuality, people of fame and strong ethical values. Although this is controversial with high earning brands such as ‘Shein’ still being around, statistics say gen z’s are more likely to choose a sustainable and ethically correct brand over a not so much if in ever choice no matter the price. Gen z’ s are a large follower of ‘the fashion influencer’ and trends which come from them. People like the kardashians who negetivaely changed the way on how young girls viewed themselves with unrealistic beauty standards of natural curves. Gen zs main source and inspiration in any type of beauty area whether its fashion or makeup are celebrities. Al though there are negatives to it, there are a lot of positives in a way brands can take on these ‘influencers’ as ambassadors to their team to draw in generation zs.
There ar 4 different types of enterprise within the fashion industry.
– the fashion influencer
– setting up a fashion magazine
– becoming a celebrity manager
– becoming an author or information marketer
(Dillon s , 2018)
Each of these work environments/ examples of brand titles, need key people skills. Tehncologically smart is one of the main skills needed in a generation nowadays with AI now having a role to play for the fashion industry (Mitterfellner O, 2019). Communication and good people skills needed with people needing more and more engagement so audiences do not get bored, theorist Gerd Leonard talks on ‘creating experience’ for a consumer.
Gen Z is the first generation who experienced the internet as a key part of their everyday life. Referred to as “digital natives”, Gen Z have a digital footprint across social media, apps and internet sites. (McKinsey ,2023) Purchase decisions are well informed by research across multiple digital touchpoints but also include wanting the experience of shopping in-store. Environmental awareness and social consciousness are important for many Gen Z but can seem at odds with their love of consuming fast fashion. Nevertheless, expectations are high for brands to fully embrace their social responsibility. This means Gen Z are less likely to be inclined towards aspirational buying of designer brands to reflect their social position. Alternatively, Gen Z are more likely to curate their own style with a mixture of designer, high street and vintage buys that reflect their own individuality.
Attracting a Gen Z consumer demands a multi-channel approach aligned with social values, technology and social media apps. Understanding the Gen Z consumer requires constantly evolving strategies that can be personalised. A key strategic component is incorporating the use of technology and video, on social media platforms such as TikTok, Snapchat and Instagram. Partnering with influencers enables the potential to reach millions as well as niche communities. (Press, 2023) Gen Z have a strong sense of community; the brand community can be used to promote social issues, and sustainability as well as a marketing platform to communicate directly with the consumer. Email campaigns can be used to advertise promotions, and send useful information.
Victoria Secret’s (VS) was a brand known for the promotion of idealised and unattainable beauty standards that were tone-deaf to societal changes, eventually reflected in declining sales. VS relaunched the company as a champion of diversity and women empowerment. The move risked lacking credibility because of its history but the crisis surrounding VS pushed forward the changes. VS Supermodels were replaced by accomplished brand ambassadors, a majority female Board of Directors, and products with an emphasis on comfort, that catered to different shapes, sizes and skin tones. (Solá-Santiago, 2021) Consumers have accepted the business changes positively over time and diversity is now at the centre of the VS strategy.
Embracing the 4 pillars as a foundation for a fashion brand requires an interdisciplinary approach and employees with values that reflect those of the company. Creativity and innovation skills have always been associated with fashion brands, but now technology, communication, collaboration, adaptability and constant learning are sought by brands.
The world of fashion is a complex and ever-evolving realm, driven by a dynamic interplay of various essential components. Among these, the pillar of people stands as a crucial and irreplaceable element, underpinning the entire industry. Fashion is not just about clothing, accessories, or trends; it’s a reflection of our culture, values, and individual identities. The people involved in fashion, ranging from designers and artisans to consumers and influencers, contribute to shaping the industry’s fabric. This pillar encompasses the diverse group of individuals who play a vital role at every stage of the fashion cycle, from conception and design to production and consumption (Ninimäki, 2018).
Gen Z
Fig.2
Gen Z, the generation born roughly between 1997 and 2012, is known for their tech-savvy nature, progressive ideals, and a passion for reshaping the world through digital innovation and social change (McKinsey & Company, 2023). Gen Z, often referred to as “digital natives” (Prensky, 2001), this refers to individuals who have grown up with technology and the internet. With their similar characteristics, in that Gen Z are often characterised by their digital fluency, socially conscious mindset, and desire for authenticity, they represent a generation that is reshaping the way we interact, communicate, and address societal issues (McKinsey & Company, 2018).
Gen Z – Relation to fashion
To attract Gen Z, fashion brands need to prioritize sustainability, inclusivity, authenticity (McKinsey & Company 2019), and digital engagement while also aligning with the values and aspirations of this socially conscious generation. Most importantly brands should focus on diversity and inclusion. Brands should represent various ethnicities, body types, and genders in their advertising and product offerings. Authentic diversity and inclusivity will resonate with this generation. With the rise in the use of TikTok over 63% of Gen Z say they use TikTok every day (ypulse, 2023) bands should be capitalising on Gen Z’s use of the platform.
Skills needed for a fashion brand to be successful?
Fig.7
Success in the fashion industry often depends on a combination of creative and business awareness, along with strong people skills. The ability to collaborate, lead, and relate to others is as important as the ability to create innovative and attractive designers. The most important factor that a fashion brand should focus on is diversity and inclusion (McKinsey & Company, 2021). An example of a brand that has encompassed the necessary people skills needed for a fashion brand to be successful is Good American by Khloe Kardashian. Good Americans brand’s goals are about “female empowerment and building a community of women that feel seen, heard, beautiful, and confident” (Kardashian, 2023). This can be seen being put into practice, with the use of a range of diverse and inclusive models wearing the clothes. This is especially important to project onto a Gen Z audience as it celebrates different body types so that consumers can relate to the product.
Bibliography
Amed, I., Balchandani, A., Beltrami, M., Berg, A., Hedrich, S. and Rölkens, F. (2019). The Influence of ‘Woke’ Consumers on Fashion. [online] McKinsey & Company. Available at: https://www.mckinsey.com/industries/retail/our-insights/the-influence-of-woke-consumers-on-fashion.
Fig.1A Hunt, K. (2017). Is The Fashion World Finally Getting Diversity? [online] ELLE. Available at: https://www.elle.com/uk/fashion/longform/a37245/fashions-ever-evolving-new-diversity/.
Fig.2A Francis, T. and Hoefel, F. (2018). ‘True Gen’: Generation Z and Its Implications for Companies. [online] McKinsey & Company. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies.
Fig.1 PAGE Magazine. (n.d.). Trends Today, Gone Tomorrow: How Gen Z Is Investing In Their Wardrobes. [online] Available at: https://www.reveriepage.com/blog/trends-today-gone-tomorrow-how-gen-z-is-investing-in-their-wardrobes.
Fig.2 GameSpot. (n.d.). TikTok Studio Is Getting Into Gaming In A Bigger Way, Report Says. [online] Available at: https://www.gamespot.com/articles/tiktok-studio-is-getting-into-gaming-in-a-bigger-w/1100-6472903/ [Accessed 15 Oct. 2023].
Fig.3 fernandatronco (n.d.). Victoria’s Secret Launches Their Newest And Most Inclusive Campaign. [online] Grazia Middle East. Available at: https://graziamagazine.com/me/articles/victorias-secret-love-cloud-collection-fashion/.
Fig.4 Garnett, A.E., Richard Gray, Bay (2019). London’s best vintage shops you need to know. [online] Evening Standard. Available at: https://www.standard.co.uk/esmagazine/london-vintage-shopping-hidden-gems-a4065276.html.
Fig.5 govisetech (2021). Personalization in the Fashion Industry: What is the Future? [online] GoVise Technologies. Available at: https://govisetech.com/personalization-in-the-fashion-industry/.
Fig.6 Gupta, P. (2023). Fast Fashion’s Wake: Balancing Style, Waste, and Ethics in the Fashion Industry. [online] Medium. Available at: https://medium.com/@pranavgupta483/fast-fashions-wake-balancing-style-waste-and-ethics-in-the-fashion-industry-a020aff7be7 [Accessed 15 Oct. 2023].
Fig.7 Ettinger, J. (2022). Size Inclusivity and Sustainable Denim: How Good American Jeans Tackle Fashion’s 2 Biggest Problems. [online] Ethos. Available at: https://the-ethos.co/good-american-sustainable-size-inclusive-denim/.
Sustainable Fashion in a Circular Economy K I R S I N I I N I M Ä K I (Ed.). (n.d.). Available at: https://core.ac.uk/download/pdf/301138773.pdf.
GOOD AMERICAN. (n.d.). About Us | Good American. [online] Available at: https://www.goodamerican.com/en-gb/pages/about-info# [Accessed 15 Oct. 2023].
YPulse. (n.d.). Just How Big Has TikTok Use Gotten Among Gen Z?[online] Available at: https://www.ypulse.com/article/2022/06/28/just-how-big-has-tiktok-use-gotten-among-gen-z/.
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.
www.mckinsey.com. (n.d.). Diversity in the fashion industry | Diversity and Inclusion | McKinsey & Company. [online] Available at: https://www.mckinsey.com/featured-insights/diversity-and-inclusion/diversity-in-fashion-voices-from-the-industry.
Gen Z’s Values are the Future of the Fashion Industry
The fashion industry is in a constant state of evolution, usually due to the changing tastes of the market. As we move further into the 21st century, Gen Z is now in control of reshaping the fashion industry as we know it. Born between 1997 and 2012, Generation Z “ will make up a quarter of the population” by 2025 (McKinsey & Company, 2023) meaning that their shopping habits are much more likely to affect the actions of fashion businesses.
(Figure 1 – Matt Winkelmeyer, 2022)
Taking a more ‘woke’ approach to fashion buying, Gen Z consumers are more concerned with social and environmental sustainability (McKinsey & Company, 2019) when making fashion purchasing decisions. One of the most contributing factors to a more sustainable industry is social inclusivity – which more than any generation, Gen Z is promoting. With brands such as Victoria’s Secret changing their less inclusive business model in response to backlash, it is clear that businesses that are taking more inclusive approaches to their marketing are succeeding in this fundamentally inclusive industry. An example of one of these brand is Savage X Fenty founded by Robyn Rihanna Fenty (Rihanna). As seen in {Figure 1}, Savage X Fenty’s Show Vol 4, 2022, explored the importance of inclusivity within the fashion industry which is one of the businesses unique selling points in the market of fashion and underwear.
Referred to as the ‘digital natives’, Gen Z have grown up in a world immersed in technology making them highly proficient with social media. These increased levels of connectivity give Gen Z more immediate access to fashion trends promoted by influencers. By integrating social media and commerce, Gen Z have unlimited access to browsing and purchasing via e-commerce ,which by 2027 has a projected value of $1.2 trillion (Statista Research Department, 2023). Due to the prevalence e-commerce has in the lives of Gen Zers, the generation that’s autonomous spending power is increasingly rapidly (BOF, 2020), it is becoming more detrimental for retailers to market and sell their products online.
Going into this new generation of consumers, it is key for fashion brands to connect with their customers and meet these new demands. To achieve these goals, fashion brands must have key people skills and research the Inner Development Goals (IDG’s). One of the IDG’s that could help a fashion brand connect with the Gen Z audience is ‘developing more inclusive mindsets and intercultural competence’. By having these increased levels of people skills businesses may find themselves appealing strongly to Gen Z’s values, the future values of the fashion industry.
Bibliography
BOF team, ‘How to Communicate and Connect with Gen-Z Consumers’, 2020
The fashion industry is extremely vast and diverse, it holds a wide range of people professionals contributing to design, production marketing and sales which in turn creates consumers.
Anyone born between 1997 and 2012 is considered to be a part of Generation Z. They take up 25% of the global population and have grown up in a world immersed in digital technology and social media. In fashion Gen Z tends to have different and distinct preferences which are shaping the wider industry. For example they have a strong social and E-commerce dominance. Social media plays a significant role in many shopping habits for gen z since many trends begin on platforms such as tiktok and instagram. Gen Z heavily relies on online shopping and primarily enjoy the convenience of shopping from home as well as are inclined to the wider variety of options. (Aitkin, 2021)
In order for brands to attract Gen Z, they should take an authentic approach. This demographic values inclusivity as well as social responsibility. For example, Gen Z are the main consumer for second hand clothes since ‘vintage’ clothing has become a major trend. As a result of this, the generation is more in touch with sustainability. More brands could use ethical practices and environmentally friendly materials in order to attract Gen Z.
Brands should also tap into promoting diversity in their marketing campaigns. Most brands have taken time for critical reflection and have admitted they must do more to improve diversity. (Rush, 2022). One notable example of a fashion brand responding to diversity is Nike, they have made significant efforts in order to embrace diversity and inclusivity through marketing campaigns which celebrate empowerment. For example their “dream crazier” campaign which featured female athletes challenging stereotypes and opening up their target demographic. As well as marketing campaigns, Nike also highlights diversity through their retail spaces. Bigger stores feature plus sized mannequins, disabled mannequins as well as a variety of different shaped mannequins, this showcases a commitment to represent a broader range of body types and abilities. (Nike, 2023)
(image of plus sized mannequin) (Dazed, 2019)
Brands should build and maintain relationships with their consumers, relying on creative, technical and people skills to thrive. (Cunningham, 2019) Brands must be open minded and constantly adapting in order to keep customers engaged in an ever changing society. They must stay up to date with market trends and the fashion industry’s development.
People are at the heart of the fashion industry, weather its buying, consuming or designing. consumers allow the fashion industry to keep going by maximising profits and boosting trends. humans have a vital role in the fashion industry and are undoubtedly the pillar of the fashion industry. People/consumers use fashion as an expression of personality/culture/background/lifestyle, this ultimately makes the fashion industry. The people pillar expresses consumers wants and needs and how that effect what is consumed WHAT ARE GEN Z and GEN Z AS CONSUMERS ‘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). Like every generation, Gen Z are shaped by their experiences. Covid 19 meant Gen Z became addicted to social media, with the rise in TikTok popularity lead to shortened attention spans and the need for instant online satisfaction. Gen Z called “digital natives”—the first generation to grow up with the internet as a part of daily life therefor social media plays a huge role in marketing. grasping Gen Z’s attention quickly and efficiently. Gen Z search for authenticity generates greater freedom of expression and greater openness to understanding different kinds of people (Mckinsey & company, 2023). Gen Z are addicted to social media, so Gen Z as consumers love online shopping, seeing what influencers are buying, what people are wearing on social media. Gen-Z feel most comfortable when they can communicate and connect with brands (business of fashion, 2023). Therefor brands need to connect to Gen Z, many brands do this through using popular influencers that Gen Z connect with. HOW MIU MIU CONNECT TO GEN Z Miu Miu became hugely popular after their SS22 fashion show, with the iconic micro skirt. Now this skirt has been replicated by multiple high street brands such as Zara and H&M. The iconic skirt became hugely popular with Gen Z. But how? ‘luxury fashion houses have been playing close attention to the popularity of the Y2K aesthetic among fashion shoppers and TikTok users. Miu Miu’s ability to incorporate elements of nostalgia in their SS22 collection really paid of’ (vogue business 2022). Not only this; Miu Miu’s use of popular Gen Z influencers such as – Sydney Sweeny, Emma Chamberlain and Olivia Niell. Allowing these influencers to promote the brands styles on TikTok, Gen Z’s most used social media platform. For example popular YouTuber Emma chamberlain wearing Miu Miu two years in a row at the Met Gala.
Emma chamberlain – Daily Mail
KEY PEOPLE SKILLS BRANDS NEED TO BE SUCSESSFUL With Gen Z, key people skills brands need include being able to connect to audiences through engaging short form content, such as tiktoks. too satisfy the audience’s needs of quick social media gratification. Brands also need to be aware of top trends and what Gen Z are interested in such as sustainability and Y2K. For example Miu Miu’s iconic micro skirt channeling Y2K with a cool modern take.
asos miu miu dupe.
Bibliography
Mckinsey & company. (2023). What is Gen Z?. [Online]. Mckinsey & company. Last Updated: march 2023. Available at: https://www.mckinsey.com/~/media/mckinsey/featured%20insights/mckinsey%20explainers/what%20is%20gen% [Accessed 13 October 2023].
business of fashion. (2023). How to Communicate and Connect with Gen-Z Consumers. [Online]. business of fashion. Last Updated: 2023. Available at: https://www.businessoffashion.com/articles/retail/afterpay-communicate-and-connect-with-gen-z-consum [Accessed 13 October 2023].
KATI CHITRAKORN – camilla clarksons communications director. (2022). explained: the miu miu frenzy and the business of viral. [Online]. Vogue Business. Last Updated: 7th march 2022. Available at: https://www.voguebusiness.com [Accessed 13 October 2023].
People in fashion vary from the designers to the consumers and everything in-between and is arguably one of the most important pillars that make up the fashion industry. Without people the fashion industry would be obsolete. Therefore, everything within in the industry is reliant on individuals and subsequently as people change so does fashion.
Generation Z ( those born between 1995-2010) are often referred to as “Digital Natives”. This generation differs to the ones before it as they are the first to grow up surrounded by technology and the internet for their entire life time . There’s no doubt that as a result of Gen Z being a large percentage of the population that the habits of consumers has changed leading to changes in the way brands manufacture and market their garments. While millennials are more rigorously focused on value and convenience , Generation Z are more likely to look to fashion inspiration and individual designs. ( Moran,2022) In general Gen Z are environmentally conscious and are concerned by the throw away culture that is so prolific. Resale and rental is on the rise with 59.9% of Gen having bought second hand compared to 39.8% of millennials. ( Moran,2022) However, convenience still appears to be a priority for Gen Z consumers with many Gen Z consumers making the decision to purchase online rather than in store due to the excessive queues.
Therefore, fashion stores should make shopping in store a more enjoyable process for this generation of shoppers, by increasing the amount of self-service checkouts. Although this approach has been taken by some brands such a Zara who have adapted their security tags allowing them to be removed by customers allowing them to scan their items ,this technology needs to become more widely spread. In addition, brands should incorporate a more circular fashion model where clothes are returned for credit and consumers buy vintage again as this would attract the often environmentally concerned Gen Z consumers.
An inclusive and progressive fashion industry is important to Gen Z consumers as a consequence many brands have responded to this such as Victoria Secrets who saw the need for the brand to change as a result of a decrease of 30% in sales in 2017.( Parkin,2018) In the most recent show they have moved away from the marketing of their underwear to suggest that what they sold ‘transformed women into the ideal vision of a women curated by the male gaze.’(Bennett,2022) Instead Victoria secrets have responded by making their models more diverse including models of different ethnicities and sizes. However, the feedback has been largely negative many questioning whether the real ethos of the brand has changed or whether its solely a media stunt as after clicking on the website you are still led to models with the ‘old Victoria secrets look’.
In addition, Gen Z consumers aren’t just looking for diversity in their models but also diversity within the employment teams of brands ensuring many ages , races and genders are represented within brands. In addition, the key skills brands look for within employees needs to adapt with the constantly changing industry. Skills such as good understanding of technology and AI need to be considered to ensure brands currency. Also , authenticity and transparency in the brand and the employees is essential (Mckinsey,2023) ,which in turn should allow individuals to build and connect with brands making them more successful.( Mitterfellne,2019)
Generation Z. Characterised as those born between 1995 and 2010 or also known as digital natives as they have grown up with and around the internet (McKinsey, 2023). They are a part of this week’s people pillar due to the significant amount of control consumers have over the supply chain and businesses. Not only do consumers have direct control over businesses and their stock but they also indirectly control workers wages and the ethos of brands to an extent.
This intricate power balance has been explored heavily throughout the years and the emergence of Gen Z and their political and social awareness regarding ethical problems has further emphasised their role in the relationship between a brand and its consumer. Gen Z can be characterised as being more aware when compared to millennials leading to this reflecting in their spending techniques and habits and in turn has resulted in them placing a great deal of importance on the ever growing issue of sustainability. Additionally Gen Z are part of a ‘new wave of inclusive consumers and socially progressive dreamers’ (McKinsey, 2023). Subsequently they place a great deal of emphasis on ‘purpose and accountability, the creation of more opportunities for people of diverse and underrepresented backgrounds, and rigorous sustainable and green practices’ (McKinsey, 2023).
As a result brands have had to rethink and peel back their business models to meet their consumers needs in order to survive. As well as this they should continue to heavily invest into R&D regarding their e-commerce presence as due to the rise in technological advancements it is a growing and vital sector for Gen Z as it is part of their everyday lives and meets their consumer need of convenience. A study has found that Gen Zers have a screen time of six or more hours per day on their phone alone (McKinsey, 2023) and it can be argued that a vast amount of that time may be spent on social media apps such as Tiktok which 50.3% of Gen Z use vs 25.7% of millennials (Moran, 2022). Additionally, ‘60% of both Gen Z and millennial groups now buy via social, up from 53% last year’ (Moran, 2022). Therefore, further highlighting the need for an active social presence from brands.
Figure 1: Skims
One example of a brand that has responded to diversity is Skims by Kim Kardashian as she claims it is ‘part of their DNA’. Skims has become a trailblazer in the shapewear industry due to its use of models from a wide range of ethnic backgrounds and use of a variety of body types, aiming to appeal to the everyday girl. Kim has proudly worked towards the brand being for ‘everyone and everybody’ (Weinstock, 2021). This has been monumental for the shapewear industry as it was heavily dominated by spanx but the arrival of Skims and their provision of multiple sizes and colours of shapewear has enabled its success by simply making it inclusive for all.
In order for a fashion brand to be successful a key factor is communication. Communication to consumers via marketing or communication to workers via meetings, communication is key in fostering relationships. Communication involves listening and acknowledging the growing need for inclusion and producing results that satisfy the consumer which is why careful consideration and research must be done to ensure no one is harmed and will ultimately lead to a brands success.
When referring to the fashion industry “People” are an important factor. This refers to different consumer groups within society such as those from different age brackets and people with different preferences.
One consumer group that is frequently spoken about within the industry is Gen Z. This consumer group consists of 25.9% of the population with those that are born from 1995-2010. Their consumption patterns consist of garments with individuality and a sense of uniqueness.
For a brand to attract Gen Z, (Francis & Hoefel, 2018) consumption should be looked at with a matter of ethical concern. Gen Z are known to be well educated about the companies they are purchasing from, if a brand is advertising diversity but fails to show this within their ranks it doesn’t go unnoticed. However, Gen Z is tolerant of brands when mistakes are made if an effort is made to correct them. (Moran G, 2022) 46.8% of Gen Z have claimed they have abandoned a purchase that did not align with their values, and 47.4% of Gen Z state they are willing to pay more for sustainable and ethically made garments in contrast to 40.7% in 2021. This shows that sustainability is an important factor to this generation as consumers are buying from brands who are trading ethically and are communicating this transparently with their customers.
Victoria’s Secret has responded to its lack of diversity by rebranding its entire company to sit within society’s standards. Their goal is to change the company’s image and values by removing the traditional Victoria’s Secret angels and presenting more diverse models to be inclusive. The Victoria’s Secret World Tour 2023 showed these changes as the brand took a step away from the traditional fashion show by bringing in models of different sizes, races, gender expression and those with disabilities.
For a fashion business to be successful, various people skills are required. Recently, fashion businesses have been looking for those who have technology skills from a fashion background as 90% of fashion executives have projected a skills shortage in their businesses. (Stolzoff, 2018) The five key people skills expected to be required in the industry are digital skills, programming skills, working with tools and techniques, technology skills and critical thinking. These skills will help fashion businesses to become more successful if they are to widen their workforce with a variety of skills the business can expand. This will lead to new ideas and a more diverse workforce.
References
The A to Z on gen Z (2023) McKinsey & Company.
Available at: https://www.mckinsey.com/featured- insights/themes/the-a-to-z-on-gen-z
Francis, T. and Hoefel, F., 2018. True Gen’: Generation Z and its implications for companies. McKinsey & Company, 12.
Fashion has been an integral part of human culture and society for centuries. （Blazon，2023）Also humans have a vital role in the fashion industry and are undoubtedly the pillar of the fashion industry. The fashion industry has a global economic impact, a cultural impact, and is also an opportunity for personal expression and identity.People’s consumerism and behaviour influence the development of the fashion industry. At the same time, the fashion industry has brought about changes in people’s aesthetics and consumerism.
Now a new generation of influencers has emerged. members of Generation Z (broadly speaking, those born between 1995 and 2010) are true digital natives: from a very young age, they have been exposed to the Internet, social networks and mobile systems.(Tracy Francis and Fernanda Hoefel，2023）The four main consumer characteristics of Generation z are：Pragmatism，Digital Nomads，Commitment to Diversity and Choice and Demand for Environmental Change.(Mintel,2023)Their lifestyles are usually art-loving，pay attention to fashion trends, like shopping, have similar interests in social circles, be good at investing in their own education and strive for high-quality life. They prefer to shop according to their preferences and experience consumption rather than luxury goods. Buying sports opportunities is mainly to dress up their own image, improve their own quality of life or reward their own gifts.
Louisvuitton could be a good example of a brand has responded to diversity.”Louis Vuitton is a company that respects the uniqueness of each employee and offers everyone the means to find their place and thrive.”(Louisvuitton,2023)Louis Vuitton of course first stepped into the metaverse with Louis the Game, a mobile game that debuted in August 2021 as part of the luxury house’s Louis 200 anniversary celebration.(Highsnobiety,2023)Also, Louis Vuitton finally enters the NFT space .
Louisvuitton(2023)
In the fashion industry, if a brand wants to achieve success and long-term stable development, the brand must constantly adapt to the changes in the market as well as have a strong insight into the psychology of consumers, to meet the needs of consumers.
Blazon（2023）An Overview of the Importance of the Fashion Industry in Today’s World. Available at:https://blazon.revstance.com/an-overview-of-the-importance-of-the-fashion-industry-in-todays-world/ (Accessed: 15 October 2023).
Tracy Francis and Fernanda Hoefel（2023）‘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: 15 October 2023).
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: 15 October 2023).
Highsnobiety(2023)FINALLY, LOUIS VUITTON GETS INTO NFTS. Available at:https://www.highsnobiety.com/p/louis-vuitton-trunk-nfts/(Accessed: 15 October 2023).
