People
People are the core of the fashion industry, from producers and designers to consumers. People are the setters of trends, enabling brands to respond with their expertise to create different ranges suitable for everyone. Different age brackets have unique needs, and with brands listening to their target audiences, they gain popularity.
With the growth of technology, Gen Z have unlimited access to a range of sources, making them more aware of topics such as diversity and sustainability. Therefore, Gen Z as consumers of fashion often investigate the brand they are purchasing to see their values, 46.8% of Gen Z say they’ve abandoned a purchase that didn’t align with their values (2022), suggesting that Gen Z feel a strong importance when searching for brands that stride to try and make a change.
Brands need to consider the morals of Gen Z when marketing their products, there are 3 implications companies should be attuned to: consumption as access rather than possession, consumption as an expression of individual identity, consumption as a matter of ethical concern (Francis and Hoefel, 2019). In addition to this, brands should be more open to the idea of incorporating innovative technologies to keep up with Gen Z consumers. According to Amit Schmidt (2019), retailers should think like tech companies, use AI, and machine learning to target individual consumers, therefore attracting Gen Z with their modern communication.
Shapewear brand, “Skims” by Kim Kardashian has considered people of all types when creating their products. ‘Skims’ have responded to diversity by creating shapewear with a range of sizes up to 4XL, they show this in campaigns by including a range of models with different body types and skin colours. Additionally, Skims has also created a range of shapewear suitable for people with mobility issues(fig 1), Paralympic athlete Scout Basset is the face of the range and believes skims offers inclusivity which a lot of other shapewear brands do not consider.
Figure 1, Skims limited mobility range campaign (2022)
For success in a fashion brand, designers must look beyond just creating a product for consumers to purchase, they must invest themselves into the needs and wants of their target audience. ‘Social entrepreneurs’ are a new type of entrepreneur who strives to solve large scale social issues, they can persuade, enlighten, and articulate new meanings and move new concepts through the fashion system (Hethorn, 2015). This type of entrepreneur, described as a “transformative force” (Susan Davis, 2010), can connect to its consumers by addressing different social problems and prioritising this over gaining profit, therefore making consumers attached to the brand, resulting in success (Garlow and Tafel, 2013).
References:
Dillon, S (2018). Available at:https://www-bloomsburyfashioncentral-com.arts.idm.oclc.org/encyclopedia-chapter?docid=b-9781474271233&tocid=b-9781474271233-chapter7&pdfid=9781474271233.ch-007.pdf
Francis, T (2018). 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
Hahn, J (2022). Skims new range for people with limited mobility. Available at: https://www.dezeen.com/2022/05/06/skims-adaptive-collection-kim-kardashian-news/
Hethorn, J (2015). Available at: https://www-bloomsburyfashioncentral-com.arts.idm.oclc.org/encyclopedia-chapter?docid=b-9781501312250&tocid=b-9781501312250-chapter3&pdfid=9781501312250.ch-003.pdf
Mitterfellner, O (2019). Available at: https://ebookcentral.proquest.com/lib/ual/reader.action?docID=5981798
Moran, G (2022). Gen Z and millennials 2022, Drapers. Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2022