People
People is one of the four pillars of sustainability at fashion business school. People are the focus of every organisation whether they are the designer, the model, the consumer or the seller, therefore they are crucial in the fashion industry.
Members of generation Z are born ‘from 1995 to 2010’ (Francis and Hoefel, 2018) and have been born with the internet and phones right into their hands. Due to gen z being ‘the first to grow up as digital natives, surrounded by technology and the internet for their entire lives’ (Moran), as consumers they are most likely to shop via the internet. A Drapers report on gen z states that over 40% of gen z prefer to shop online due to the convenience of it and 45% like being able to shop around online for the best price (Drapers). Social media is also a huge influence on gen z and how easy it makes it to follow trends and styles. Majority of Gen Z when shopping for clothes care about the environment and whether the clothes were made sustainably in suitable working conditions. Preloved clothes are also popular with gen z, buying through the likes of Depop or Vinted, supported by another Drapers survey ’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’ (Moran). Therefore, when a brand is aiming to attract Gen Z, they must consider whether their values are correct and if they are being sustainable and treating their workers right. ‘They place high importance on brand ethics and corporate responsibility, even more so than millennials’ (Henry Bewicke). ‘The core of Gen z is the idea of manifesting individual identity. Consumption therefore becomes a means of self-expression’ (Francis and Hoefel,2018), therefore if brands are trying to attract gen Z, they must think about how individual their garments are and whether they differ from the norms and are unique for people to express themselves in.
An example of a brand which has responded to diversity is HARA the label, founded by Allie Cameron. ‘She was travelling in India when she first learned and saw with her own eyes, the social and environmental impacts of the fashion (Dupez Perez, 2019). The brands mission is to ‘bring change and awareness to the human and environmental issues within the fashion industry’. Hara has been using diverse women in its photoshoots and has done from the first day. The models representing the brands website all have different body types and are from different cultures.
HARA the label, (ecowarriorprincess.net)
The key people skills needed for a fashion brand to be successful, would be the willingness to change, and follow new values. Being ethical not only helps save the planet but is also top of Gen Zs list when buying clothing. However, they must use sustainability and diversity as actual values, not just buzzwords or trends in order to attract customers.
Works Cited
Bewicke, Henry. “Gen Z Consumer Behavior: What You Need to Know | Talon.One.” Www.talon.one, 7 May 2021, www.talon.one/blog/gen-z-consumer-behavior-what-you-need-to-know.
Dudez Perez. “8 Ethical Fashion Brands Celebrating Diversity, Inclusivity and Body Positivity.” Ecowarriorprincess.net, 30 Mar. 2019, ecowarriorprincess.net/2019/03/8-ethical-fashion-brands-diversity-inclusivity-body-positivity/.
Francis, Tracy, and Fernanda Hoefel. ““True Gen”: Generation Z and Its Implications for Companies.” McKinsey & Company, 12 Nov. 2018, www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies.
Moran, Graeme. “Gen Z and Millennials 2022.” Drapers, 2022, www.drapersonline.com/guides/gen-z-and-millennials-2022.