People
People
Without People, there would be no creation, production or consumption, actions that the fashion industry depends upon. Therefore, the concept of People is at the core of every organisation. It is crucial that the needs of people – whether they be consumers or employees- are met. Key aspects include diversity, collaboration and inclusivity. It has never been more essential for organisations to value people due to the newest consumer group that is Gen Z. Approximately 58.4% of Gen Z find inclusivity and diversity of brands important (Drapers, 2022), a value that must be considered due to the generation’s sizeable presence – ‘26% of the world’s population’ (Issu,2020). As the world progresses, People becomes increasingly central to success.
Gen Z: The New Consumer
Gen Z are a new breed of ‘digital natives’ (Prensky, 2001) with their values varying from the generation of millennials before them. There are ‘four core Gen Z behaviors, all anchored in one element’ which is the ‘search for truth’ (Mckinsey, 2019). Behavioral traits of the new generation include individuality, action for the greater good, democratic and fair dialogue, and sensibility (McKinsey, 2019). The generation will not be passive to the hyperdermic needle of the media, being active consumers and holding brands accountable for malpractice and absence of diversity. They crave instant gratification, making it harder for brands to keep pace. Brands such as ASOS attract consumers through their ability to quickly satisfy needs, with a next day delivery subscription becoming an important USP for the online retailer. Attractive traits of a brand for the new consumer could include a diverse representation of skin colours and body shapes within its ensemble of models or positive actions towards social issues such as the climate crisis or racial injustice (Forbes, 2021).
People Skills: Adaptability
A people skill necessary for the success of a brand is adaptability. The dynamic nature of the industry, relevant when speaking of Gen Z, means tastes and trends are constantly changing. Not only the product desired but also how consumers want brands to communicate. This includes the address of causes and issues that are valued. The ability to adapt brand strategy in a flexible manner will aid brands in finding greater success in the ever-changing consumer environment.
Representation Done Right.
The fashion publishing brand Vogue has responded to diversity in an obvious way: photographing a group of African models and placing them on the cover of their February 2022 edition. Edward Enninful, Black British Editor in Chief of British Vogue, declared African models the new ‘wave’ of models that deserve prominence upon the global fashion stage (Vogue,2022). The cover is powerful due to Vogue’s status within the industry. It has been dubbed ‘a style bible in any language’ (Independent, 2005). The representation and exposure to black models that the cover promotes is a positive response to diversity and marks progress for such an industry presence to put diversity on a pedestal in this way.
Bibliography
Cushman & Wakefield. (2020) Issu, Demographic Shifts: The World In 2030 (pg5) https://issuu.com/cw-red/docs/cw_demographic_shifts (15/10/2022)
Deloitte, Forbes (2021) For Millennials And Gen Zs, Social Issues Are Top Of Mind—Here’s How Organizations Can Drive Meaningful Change https://www.forbes.com/sites/deloitte/2021/07/22/for-millennials-and-gen-zs-social-issues-are-top-of-mind-heres-how-organizations-can-drive-meaningful-change/?sh=7f3108e9450c (15/10/2022)
Fetto, Funmi, 2022. British Vogue’s Momentous All African Cover Spotlights 9 Young Women Redefining What It Is To Be A Model
https://www.vogue.co.uk/fashion/article/african-models-british-vogue-february-2022 (16/10/2022)
Franics, Tracey & Hoefel, Fernanda (2019) ‘True Gen’: Generation Z and its implications for companies https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies#0 (15/10/2022)
Independent, 2005 https://www.independent.co.uk/incoming/vogue-a-style-bible-in-any-language-499894.html (16/10/2022)
Moran, G. (2022) Drapers, Gen Z and Millennials 2022 https://www.drapersonline.com/guides/gen-z-and-millennials-2022 (14/10/2022)
Prensky, Marc. (2001) Digital Natives, Digital Immigrants (pg2) http://www.marcprensky.com/writing/Prensky%20-%20Digital%20Natives,%20Digital%20Immigrants%20-%20Part1.pdf (16/10/2022)