PEOPLE
PEOPLE is the social pillar of sustainability that concentrates on leveling the needs of an individual with the needs of the group. Many big companies try to do this in many distinctive ways (FrontStream, 2013).
Generation Z refers to the group of people born between the years 1997 to 2012 (Hecht, 2022). It is the first tech savvy generation, playing with technology and internet every day. Personally, they view themselves as a more creative and an adventurous generation (smith, 2022). Even as shoppers they differ from the generations before them, like the millennials (1981-1996) (FrontStream, 2013).
As gen Z ages, they will become the primary consumers and will obviously differ from today’s older shoppers. Soon, brands and retailers should actively start tracking their shopping habits, likes and dislikes (Moran, 2022).
Generation Z are usually seen as the more socially and environmentally conscious generation. As their patterns and behaviors vary from those of the other generations; brands need get a better understanding of them (smith, 2022).
In order to achieve this, fashion Brands need to plan and make a point of difference in everything they do which could include a signature style or a unique ethos. However, making small changes to the brand would not be enough for them to attract new customers. To completely do so, they need to know that environmental impact, breaking gender stereotypes and representation is very important. in addition, brands who want to attract the new audience need to offer comfort and make their costumers feel understood and seen (Bendon, 2021).
While talking about diversity and representation in the fashion industry, human experience is as essential as the numbers. For example, “tracking an industry where black representation is rare,” racial progress asks for vulnerability and complete transparency from a brand to create trust (Friedman et al., 2021). Fashion brands should guide the young and think of solutions to improve their wellbeing.
To achieve this, they should target their creative, fun side by organizing interactive marketing campaigns. These campaigns should praise gen z for their creativity and ambition rather than focusing solely on the intensity of the issues that they face (smith, 2022).
For example, Aerie, a sub-brand of American Eagle Outfitters, launched an #AerieREAL campaign in 2014 which stopped the editing of its model’s photos. Since then, the brand represents real women with diverse experiences along with women with disabilities (www.pixlee.com, n.d.). Therefore, its essential to for the brand understand different beliefs of people to make them feel represented (Kim, n.d.).
References:
bendon (2021). What do Fashion Brands Need to do to Attract Gen Z consumers? [online] www.linkedin.com. Available at: https://www.linkedin.com/pulse/what-do-fashion-brands-need-attract-gen-z-consumers-cara-bendon [Accessed 15 Oct. 2022].
Friedman, V., Tillet, S., Paton, E., Testa, J. and Brown, E.N. (2021). The Fashion World Promised More Diversity. Here’s What We Found. The New York Times. [online] 4 Mar. Available at: https://www.nytimes.com/2021/03/04/style/Black-representation-fashion.html [Accessed 13 Oct. 2022].
FrontStream (2013). The three pillars of sustainability. [online] Frontstream.com. Available at: https://www.frontstream.com/blog/the-three-pillars-of-sustainability [Accessed 14 Oct. 2022].
Hecht, E. (2022). What years are Gen X? What about baby boomers? When each generation was born. [online] USA TODAY. Available at: https://eu.usatoday.com/story/news/2022/09/02/what-years-gen-x-millennials-baby-boomers-gen-z/10303085002/ [Accessed 14 Oct. 2022].
Kim, S. (n.d.). Aerie Continues To Include Authentic Disability Representation — Ali Stroker Joins #AerieREAL Role Model Family. [online] Forbes. Available at: https://www.forbes.com/sites/sarahkim/2020/01/31/aerie-disability-representation/?sh=3170e5e550bd [Accessed 20 Oct. 2022].
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].
smith, F. (2022). University of the Arts London WebLogin. [online] login.arts.idm.oclc.org. Available at: https://reports-mintel-com.arts.idm.oclc.org/display/1125345/ [Accessed 20 Oct. 2022].
www.pixlee.com. (n.d.). 4 Brands Embracing Diversity in Their Content | Pixlee TurnTo Blog. [online] Available at: https://www.pixlee.com/blog/4-brands-embracing-diversity-in-their-content [Accessed 20 Oct. 2022].