people
The competition in the future is the competition for the lifetime value of users. Brand building is the way for enterprises to share value with consumers, resonate with content, and spread resonance. Whether the brand is successful or not depends on whether consumers buy it or not. Whether the evaluation is valuable or not depends on the user. The most noteworthy is Z Generation crowd.
Generation Z was born from 1995 to 2009(Francis & Hoefel,2018). They prefer to play with “new and exotic” products, rely on social media for shopping, and their consumption decisions are influenced by “creativity” and “quality”. They have distinct personalities, focus on experience, and are willing to pursue experiments and new things. As a positive, optimistic and responsible generation, Gen Z is the most individualistic and most concerned about the development of the earth and the environment(Dillon ,2018).
Attracting Gen Z consumers can be done in the following ways. Consider speed and efficiency first, because Gen Z has a shorter attention span, which means if the same ad targets the same users repeatedly, it will create more indifference to your product and your brand. Second, the brand also to advocate for social change, the stance and attitude of brands on various social, gender, environmental protection issues that Gen Z are very concerned about. Gen Z prefers brands that are inspiring and not afraid to participate in issues that affect society. Third, focus on social media User-generated content (UGC) dissemination on the platform, such as KOL, KOC marketing.
Gen Z users have a certain rebellious mood, and they will prefer fashion brands that express their opinions. For example. Karl Lagerfeld, the fashion king who has dominated Chanel for decades, has not shy away from expressing his disgust for obesity on many occasions. Chanel’s new artistic director, Virginie Viard, took a historic step by inviting plus-size models to the runway at the 2020 Fall/Winter 2020 show. Among them was 26-year-old Jill Kortleve, a size 40 model. This move reflects Chanel’s attitude towards feminism and expresses his fashion stance.
As the fashion industry evolves, I think the two most important factors for a fashion brand to succeed are: digital skills and critical thinking. Today’s future is an era of digital transformation. Digitalization has brought significant changes to the fashion industry, especially in 2020 under the influence of the epidemic, with several brands opting for purely digital shows, including Balenciaga and Hanifa’s fully digital shows. Critical thinking is the key to supporting the brand diversity, because it fits the general values of Gen Z people and can maintain constant communication with Gen Z users.
References
Francis ,T & Hoefel F. (2018). True Gen’: Generation Z and its implications for companies. McKinsey & Company, 12.(accessed 16 October 2022).
Dillon, S. (2018). The fundamentals of fashion management. Bloomsbury Publishing.(accessed 16 October 2022).