Within the four pillars, People focuses on the connection between society, consumers, and the industry of fashion. Strongly considering the Gen Z consumers, who differ from earlier generations as they are the first to grow up as digital natives – surrounded by technology for their entire lives (Moran, 2022). Generation Z are the largest generation, comprising 30% of the world’s population, globally there are 2 billion (Mccrindle, 2022). Being defined as anyone born between 1997 and 2012. Gen Z have grown up in a hyper-connected world.
It is vital for brands to understand who Gen Zs are and how they interrelate with the brand (Fromm, Read, 2022). As Gen Zs are living in an everchanging digital world, social media is a key communicative platform for brands to attract due to 61% of Gen-Z buying products via mobile in the last month which shows the impact of social media on the active consumerism this generation takes. Stereotyping, reducing people to minor characteristics, is a crucial movement to break to attract Gen Z consumers (Stuart Hall). The idea of beauty is promoted as valuable due to expectations to conform to a morphed ideal beauty standard also known as the beauty myth (wolf). This can be referring to the male gaze in which women’s bodies are fragmented to be viewed through the eyes of a heterosexual male causing sexualisation and objectification (Mulvey). Brands can defeat this by removing stereotypes and actively seeking to show a diverse range of people in an unobstructed view.
Furthermore, 77% of Gen-Z feel more positive to brands that promote gender equality on social media (Morgan, 2020). Marketing towards rising body positivity industries and diversity can fulfil Genz. 52% of Gen-Z are non-Hispanic whites, making them the most diverse generation in history (Morgan, 2020). Therefore, representation is expected, Incentives to see a range of identities on our catwalks, to accommodate changing bodies as BODIES DO CHANGE. Diversity hit the runway at BOSS fashion show, unveiling the #BeYourOwnBOSS motto- a movement inspired by empowerment and determination. Boss’ creative director states “an expression of individuality, freedom, and self-expression.” (Falcioni, 2022).
Understanding bias is a key skill needed for fashion brands to no longer rely on previously formed judgements which are faced with stereotypes and assumptions. To become more actively engaged to talk about culture and identity.
It is important for brands to keep a close eye on Gen Z consumers as their habits will differ starkly to today’s older consumers. Furthermore, influencers make a strong impact on Gen Z, this is shown in celebrities such as Bella Hadid, references as the Bella Hadid effect, in which clothing becomes a trend once seen on icons. Brands can target this generation through influencers which is where brand deals are a key concept.
Moran, G., 2022. Gen Z and Millennials 2022 – Drapers. [online] Drapers. Available at: <https://www.drapersonline.com/guides/gen-z-and-millennials-2022> [Accessed 11 October 2022].
McCrindle. 2022. Gen Z and Gen Alpha Infographic Update – McCrindle. [online] Available at: <https://mccrindle.com.au/article/topic/generation-z/gen-z-and-gen-alpha-infographic-update/#:~:text=Generation%20Z%20are%20the%20largest,almost%202%20billion%20of%20them> [Accessed 14 October 2022].
Marketing to Gen Z by Jeff Fromm, Angie Read – eBook | Scribd, <https://www.scribd.com/book/375131102/Marketing-to-Gen-Z-The-Rules-for-Reaching-This-Vast-and-Very-Different-Generation-of-Influencers>. [Accessed 12 Oct.]
Hall, S. (1997) Representation: Cultural Representations and Signifying Practices
Wolf, N., 2009. The Beauty Myth: How Images of Beauty Are Used Against Women. HarperCollins.
Hein, C., 2006. Laura Mulvey, Visual Pleasure and Narrative Cinema. Norderstedt Germany: GRIN VERLAG, pp.3-10.
Morgan, B., 2022. 50 Stats All Marketers Must Know About Gen-Z. [online] Forbes. Available at: <https://www.forbes.com/sites/blakemorgan/2020/02/28/50-stats-all-marketers-must-know-about-gen-z/?sh=2b89d48b76d0> [Accessed 16 October 2022].
AG, H., 2022. HUGO BOSS Group: BOSS Fashion Show Milan FW22. [online] Group.hugoboss.com. Available at: <https://group.hugoboss.com/en/newsroom/stories/boss-fashion-show-milan-fw22> [Accessed 16 October 2022].