People
Generation Z are one of the biggest consumer groups in society today ‘’they already account for 40 % global consumers’’ ( WorldStream 2022). Generation Z is an incredibly profitable customer base for businesses today. Being such a diverse set of people, Generation Z emphasises and expresses the value of diversity which is important for businesses looking to attract this generation. Therefore, businesses must emphasise the message of diversity and equality to appeal to Generation Z consumers With Savage X Fenty by Rihanna serving as an example of a company embracing diversity, the line features a diverse selection of models with various body types, skin tones, and genders.
However, companies in society today engage in diversity washing, pretending to be inclusive and diverse while profiting at the expense of many ethnic communities. One example of this is the use of the murder of George Floyd by several businesses as a marketing trick for a younger generation. ‘’ with fashion labels like Dolce & Gabbana, Comme des Garçons, Gucci and Burberry called out for producing racially insensitive and culturally inappropriate items of clothing’’ (The Guardian 2020) with an example of this being Gucci, in 2019, where the company was pointed out for cultural appropriation for their Indy full turban, a product which name is disrespectful to the Sikh community.
With significant advancement in technology, brands must also make their online presence appealing and simple to use to appeal to Generation Z consumers. This is especially crucial given that the 2020 Covid-19 epidemic would significantly alter how customers purchase clothing from businesses with “48 % of Generation Z preferring online shopping” (Drapers 2022) However, Generation Z do not view online shopping as a benefit rather, they see it as a hobby, with “39.5%” (Drapers 2022) of Generation Z responding that it was fun. Drapers 2022 also noted that Generation Z would like businesses to use more styling advice and inside content ,therefore, businesses must add a personal touch to appeal to this generation on their online platforms. Therefore, for businesses to be successful in appealing to a Generation Z audience, they must demonstrate effective communication skills to their target consumers. When displaying their clothing to their intended audience, businesses must also demonstrate a creative mindset and a solid understanding of social principles, which is crucial given that Drapers 2022 shows that Generation Z is willing to pay extra for ethical fashion labels.
References:
New Data! 18 Gen Z Characteristics & Stats (+How to Market to Them): https://www.wordstream.com/blog/ws/2022/08/09/gen-z-stats
‘Woke’ fashion brands face backlash for not practicing what they preach:
https://www.theguardian.com/fashion/2020/jun/13/fashion-brands-culture-george-floyd
Gucci Accused of Cultural Appropriation Over ‘Indy Turban’
Gen Z and Millennials 2022:
Gen Z and Millennials 2022