People
Regarding the four pillars, the relationship between individuals and the fashion business is examined in the second pillar, People. These individuals have a significant impact on the fashion industry and help to shape the cultures and operations of numerous fashion houses. Gen Z, people born from 1995 to 2010 (Francis & Hoefel, 2018) are prominent individuals as they are driving change and will continue do so in the foreseeable future. According to Drapers Gen Z are digital natives whose shopping habits differ from the previous generations (Moran, Graeme, 2022). These individuals Favour companies that support inclusivity and sustainability with 46.8% of them stating that they have “abandoned a purchase that did not align with their values” (Moran, Graeme, 2022). Being able to adapt to these buying habits and making it a top priority to align with their values will be the key to fashion companies’ success eventually.
Francis and Hoefel characterises Gen Z as a ‘hypercognitive generation.’ Having access to several social network sites as well as the internet from a tender age, they are ‘’very comfortable with collecting and cross-referencing many sources of information and with integrating virtual and offline experiences” (Francis & Hoefel, 2018). Therefore, they are logical consumers who can compare their experiences as well as the information they have gathered and choose the companies that best fit their expectations and values. Despite having the knowledge to make rational decisions they may be inclined to support companies that have a convincing narrative and promote their ideals but no action towards their promises.
People from other generations, such as millennials, are now significantly influenced by the youth, changing how they consumer and interact with brands . Consumption among Generation Z is driven by Unique, ethical and unlimited goods. It is clear that online shopping has taken over this generation and over the coming 12 months, 71% expect to shop online for clothes, accessories, and shoes either more than, or at the same level as they did before the pandemic (Drapers 2022). So as stated earlier sustainability, equality and diversity are the key values of Generation Z and ‘47.4% of both Gen Z and millennial age groups say they are willing to pay more for sustainable and ethically made items, compared with 40.7% in 2021’ (Drapers 2022). This report suggests that that for a brand to succeed and be able to draw these individuals, adhering to their values is fundamental. The consequences of neglecting their values are discussed by Drapers stating ‘Overall, 40.1% of Gen Z and millennial shoppers say they have done so this year – up from 37.1% last year’. (Moran 2022).
Additionally, to attract Gen Z consumers platforms such as Tik Tok and Instagram are highly effective as 60% in 2022 purchased from a fashion brand by clicking through from a social media post, while many used these platforms for fashion inspiration in 2022 (Drapers 2022). Furthermore, the culture of resale and renting has increased drastically as ‘Half of our shoppers have purchased second-hand fashion and would do so again, 53% have resold items and in 2022 and 13.6% have rented and would do so again’ (Moran 2022). As a result, being able to offer such services will draw in Gen Z consumers.
A Brand that has brought diversity into action effectively is Chromat. Earlier this year with their swimwear launch Chromat offered a range of inclusive swimwear for trans femmes, non-binary people, and intersex bodies (Whitwell,2022). This inclusive collection was presented at runway show on Jacob Riss Beach, a place for New Yorkers who identify as LGBT, trans, or gender nonconforming. This collection showcased sizes from extra small to 4X with models of different sizes as well model with disabilities. This brand successfully celebrated diversity highlighting a plus-size Sports Illustrated star, a trans model, and a topless breast cancer survivor (Zoellner,2019).
Reference list:
Drapers. (2022) ‘Gen Z and Millenials 2022’ Drapersonline.com https://www.drapersonline.com/guides/gen-z-and-millennials-2022
[Accessed Oct 15, 2022].
McKinsey (2018). ‘True Gen’: Generation Z and its implications for companies.
https://www.mckinsey.com/~/media/McKinsey/Industries/Consumer%20Packaged%20Goods/Our%20Insights/True%20Gen%20Generation%20Z%20and%20its%20implications%20for%20companies/Generation-Z-and-its-implication-for-companies.pdf
(Accessed 15 October 2022).
Whitwell, 2022. How Chromat Is Revolutionizing Swimwear
https://www.refinery29.com/en-us/2022/05/10973764/chromat-swim-becca-mccharen-tran-interview
[Accessed Oct 16, 2022].
Zoellner ,2019. Something for EVERY body: Fashion label Chromat celebrates diversity at its NYFW show, highlighting a plus-size Sports Illustrated star, a trans model, and a topless breast cancer survivor
[Accessed Oct 16, 2022].
[Accessed Oct 16, 2022].