People
The ‘People’ pillar considers the industries consumers and their buying habits, behaviours and demographic profiles.
Who are Gen Z consumers?
Gen Z was born 1995-2010, meaning that this was the generation to grow up alongside widespread normalised use of technology, global warming and the economic crash of 2008.
Due to their constant and instant exposure to technology, social media and the internet, Gen Z are digital natives. This means that they are confident in integrating online and real life activities. In terms of consumer behaviour, this translates into an expectation or preference to online shopping with 44.8% of Gen Z and millennial respondents ranking online as their preferred channel (Moran, Graeme, 2022).
Similarly, the backdrop of economic instability and global warming during Gen Z’s upbringing has informed the generations overall motivation of security and stability. This is arguably expressed in Gen Z’s attitude to ethical consumption. This generation values brands promoting sustainability and diversity with 46.8% of them saying that they have “abandoned a purchase that did not align with their values”(Moran, Graeme, 2022)
How should a brand should attract Gen Z?
Firstly, Gen Z as a group values individualism highly as an expression of identity, providing an opportunity for brands to capatalise from this through personalisation and customisation (Francis, Tracy, and Fernanda Hoefel, 2018)
This year the drapers Gen Z and millennial report showed that 47.4% of Gen Z and millennials say they are willing to pay more for sustainable and ethical fashion, (Moran, Graeme, 2022), showing the economic benefits of taking an ethical standpoint.
How a brand has responded to diversity?
Good american is an example of a brand that has responded to the desire for representation and diversity in the models a brand chooses to use. The brand practices open castings for the models they use so that the brand reflects it’s consumer base, and only sells in stores that will stock and display the full size range. Founder Emma Grede explained her motivations for this saying, “it was clear that so many women are ignored by the fashion industry, and I wanted to create a brand that bridges this gap.”
What are the key people skills needed for a fashion brand to be successful?
One of the key people skills for a fashion brand to succeed is to listen to and engage with the things the consumer cares about. The brand must address consumer preferences genuinely and not only at the surface level.
Refernce List
Moran, Graeme. “Gen Z and Millennials 2022.” Drapers, 2022, www.drapersonline.com/guides/gen-z-and-millennials-2022.
“Fashion Inclusivity Case Study: Good American – 440 Industries.” 440industries.com, 440industries.com/fashion-inclusivity-case-study-good-american/.
Francis, Tracy, and Fernanda Hoefel. ““True Gen”: Generation Z and Its Implications for Companies.” McKinsey & Company, 12 Nov. 2018, www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies.