People
The phrase ‘People’ is one of the four pillars discussed within the fashion industry. People use fashion to show their true character and express who they are, “Fashion can change and shape lives through its connection to us all” (Corner, 2022) Generation Z are an example of this, following fashion trends influenced by social media and accessing styles and shops using the internet.
Gen Z is the generation born between 1995-2012 they are excellent multitaskers, problem solvers and creative thinkers. “Gen Z in particular differ from the generations of shoppers before them: they are the first to grow up as digital natives – surrounded by technology and the internet for their entire lives” (Moran, 2022). Due to this, their minds can change quickly. Therefore, if a brand doesn’t support or follow its views in society, it will stop supporting brands. They care more about the environmental and economic climates. Brands should monitor Gen Z shoppers. As they age their shopping habits, likes and dislikes will change, Brands will need to react and diversify, they will need to watch how they influence today’s younger shoppers (Moran, 2022).
Gen Z consumers are concerned with both social and environmental causes. Brands should use the power of social media when it comes to promoting their products as Gen Z are always online. “50.3% of tik-tok users are Gen Z and 25.7% are millennials” (Moran, 2022). Brands are also showing signs of getting “woke” a phrase defined as “alert to injustice in society” (Balchandani, 2022) which is popularised on social media. Brands such as Nike and Levi’s are taking this onboard. Levi’s is supporting a campaign against gun violence, which would attract Gen Z to shop for their products (Balchandani, 2022).
Furthermore, to attract Gen Z, there should be diversity within a brand. Savage X Fenty is a brand that disrupted the fashion industry and refined the term sexy owned by Rihanna. The brand celebrates fearlessness, confidence and inclusivity, Rihanna uses models to represent her brand from all different cultures and body types. “Savage X Fenty has something for every mood, every vibe and every BODY” (Savage, 2022)
The key people skills that are needed to build a successful brand are inclusivity and communication with their target audience. This will allow brands to hook the public into buying and being interested in their products. A brand needs its own identity, personality and image that its people, its target market can relate to.
References:
Balchandani, A., 2022. 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> [Accessed 15 October 2022].
CORNER, F., 2022. Why Fashion Matters – Google Arts & Culture. [online] Google Arts & Culture. Available at: <https://artsandculture.google.com/story/why-fashion-matters/_QKS0J-OeT7HIA> [Accessed 15 October 2022].
Moran, G., 2022. Gen Z and Millennials 2022 – Drapers. [online] Drapers. Available at: <https://www.drapersonline.com/guides/gen-z-and-millennials-2022> [Accessed 15 October 2022].
Savagex.com. 2022. About Us | SAVAGE X FENTY by Rihanna. [online] Available at: <https://www.savagex.com/featured/aboutus> [Accessed 15 October 2022].