PEOPLE
When introducing the Four Pillars of the Fashion Business School, one of the most talked about subjects is: People. This particular pillar describes the consumer and the targeted audience of the fashion industry. Nowadays, the chosen public is Gen Z. Generation Z is the generation born between 1997 and 2012, following millennials. “It is the youngest and is considered the most ethnically diverse population.” (Reevoy, 2022). When it comes to fashion, Gen Z is known for being experimental and open minded to different styles and trends, in other words, their biggest influence is social media. From the aspect of marketing, knowing that Gen Z is extremely reliant on social media platforms makes it easier for a brand to reach its audience “TikTok use has grown year on year: Gen Z use the video app at twice the rate of millennials (50.3% Gen Z vs 25.7% of millennials)” (Drapers, Gen Z and Millennials 2022). Furthermore, with the new generation being keen on evolving fashion trends, Gen Z is also dependent on sustainability. “Generation z are increasingly concerned for the planet, with 94% believing that action is needed relative to sustainability, and that we need to come together to solve important issues.” (Dr. Duffy, 2022).
Moreover, for a brand to appeal to Gen Z, it requires three main criterias: being trendy, sustainable and inclusive. Of course, with the rapidity of new trends appearing it is difficult for a brand to lean towards sustainability rather than fast fashion since it’s cheaper to produce and faster to sell. However, with the new expectations of Gen Z, brand sustainability plays a huge part. In addition, Gen Z takes in count the image of the brand and its inclusivity. Gen Z values brands not trying to blend in with the others and showcasing their acceptance for smaller communities. For instance, the Jaded London campaign in collaboration with LGBT Foundation has gained major positive feedback from Gen Z for showcasing how accepting and open the brand is about including the LGBTQ+ community “We are extremely proud to be working in partnership with LGBT foundation. We are truly inspired by the LGBT community and feel very passionate towards supporting LGBT Foundation.” (Grant Goulden, Co Founder of Jaded London, 2018).
In conclusion, in today’s world, Gen Z is the number one targeted consumer. Even though this audience seems easy to reach with the use of social media, it does come with its expectations. Gen Z is in search of a brand ready to follow trends, maintain sustainability and showcase inclusivity and diversity in their image.
References:
Gen Z and Millennials 2022, Drapers, Moran, G. (2022)
LGBT Foundation teams up with Jaded London for Rainbow inspired collection, LGBT Foundation, John Walding, 29 June 2018
Generation Z members say they want sustainable clothes but buy fast fashion instead, research says, PhysOrg, Tony Trueman, SEPTEMBER 1, 2022
https://phys.org/news/2022-08-members-sustainable-fast-fashion.html
GenZ is redefining comfort and fashion – Explained, Reevoy, Bharvi Dasson, June 30, 2022
https://www.reevoy.com/post/genz-is-redefining-comfort-and-fashion-explained
Gen Z and Millennials: How Younger Consumers Are Shopping for Fashion, TOPPAN, 2021