People

People are an important aspect that brands must consider ranging from consumers, the workers, general public and society as a whole.

Gen Z consumers are described as people born from 1995 to 2010. As a generation raised within the digital world they are consumers that are changing the way brands present themselves.

McKinsey & Company collaborated with a research agency focusing on the consumer trends and purchasing behaviours to investigate their impact. This generation values individualism and self-expression; avoiding labels and focusing on consuming brands that reflect ideologies and values that they also align with. The three implications of this generation stated within McKinsey’s research were ‘Consumption as access rather than possession, Consumption as expression of individual identity and Consumption as a matter of ethical concern’ (Tracy Francis and Fernanda Hoefel 2019)

For brands to be successful at attracting Gen Z a focus on authenticity is necessary. Building a brand identity focused on truth and transparency will provide an attractive base for Gen Z consumers. Globalised access to the internet makes consumers powerful as the increased understanding and sourcing has made most Gen Z educated about the realities of brands and therefore the problems.

Maison Martin Margiela Spring 1990 is an example of an experimental runway that broke down the barrier of diversity by providing front row access to individuals who otherwise would typically never of got close to attending a runway show.

The runway location was on a derelict playground within a North African neighbourhood on the outskirts of Paris. It was used by an association that took care of the local children and therefore Margiela saw it as the children’s space. The team didn’t want to seem disrespectful by taking the kids space so they decided to get them involved. Drawings by the local children become the invitations implied by Jenny Meirens, co-founder of Maison Margiela that it was ‘like they were inviting you to their place’.  (Quote taken from The Gentlewoman’s Spring/Summer 2016 issue). During the fashion show the children were allowed to sit right alongside the runway and join in to parade alongside the models.

Skills such as communication and collaboration are vital for success as the more diverse a team is the more ideas and inspiration that can be created. When a group of diverse people come together the outcome can only be better than those who are all the same with the same ideas.

The Business of Fashion. (n.d.). Remembered: The Game-Changing Martin Margiela Show of 1989. [online] Available at: https://www.businessoffashion.com/articles/fashion-week/remembered-the-game-changing-martin-margiela-show-of-1989/  (Accessed 15 Oct. 2022)

CR Fashionbook – CR Fashion Site. (n.d.). Maison Margiela’s Most Unconventional Runways [online] Available at: https://crfashionbook.com/fashion-g32070490-martin-margiela-most-unconventional-runways-fashion-designer/  [Accessed 15 Oct. 2022].

McKinsey (2019) ‘True Gen’: Generation Z and its implications for companies

Moran, G. (2022). Gen Z and Millennials 2022. [online] Drapers. Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2022 (Accessed 15 Oct. 2022)