People

As understood in Fashion Business, the pillar, ‘People’, explores the relationship between brands and their consumers, and the impacts of different consumers on the fashion industry. Generational shifts are having an increasing impact on the way businesses operate and people consume (Francis & Hoefel, 2019). Companies must rethink how they include diversity and embrace technology in the era of the first generation of true digital natives; Generation Z.

Consumers in Gen Z have been heavily exposed to the global world through their access to the internet, which has ultimately produced a generation that “consumes the search for truth” (Francis & Hoefel, 2019). Companies should consider Gen Z’s focus on access rather than possession, individualism, and ethical decision-making (Francis & Hoefel, 2019). While 51% of Gen Z respondents are willing to “pay more for sustainable and ethical fashion” (Moran, 2022), almost paradoxically, 71% expect to shop more than, or at the same level, as they did before the pandemic, as seen above (Moran, 2022).

To attract Gen Z consumers, companies should aim to be “social entrepreneurs” (Ulasewisz, 2015). By inserting themselves into cultural conversations where it is appropriate and natural for them, companies will emotionally engage with the values of their customers. However, it is also important that brands consider carefully what values appropriately align with their business values, as consumers may become sceptical by brands overly seeking to emotionally engage (Mitterfellner, 2019).

As Gen Z consumers are heavily engaged with the digital world, online shopping services should be an experience that is “relaxing” and “fun” (Francis & Hoefel, 2019). Brands should improve their technological processes due to the growing demand for ‘instant fashion’, as 45% of Gen Z respondents “want same day deliveries” (Moran, 2022). Further, in-store shopping is still valued, as around one-third of Gen Z customers are interested in atmosphere and store environment and enjoy being “disconnected” (Moran, 2022). Companies can attract Gen Z by appealing to this need for curated spaces. As stated by Roger Tredre (2019), “a retailer who provides more reasons to visit a store beyond the purchase of product inevitably widens the customer base”.

As defined in the Conde Nast Glossary (2020), “diversity refers to the recognition and respect for differences between individuals, communities and cultures”. ASOS is responding to diversity by valuing inclusivity. Their technology that “[shows] the product on different size models” (Edwards, 2018) has been praised for its celebration, and normalisation, of different body types. The Be Diverse goal, as part of their 2030 strategy, ‘Fashion with Integrity”, aims to represent all body types, cultures, and individuals across the business (ASOS, 2022). 

As 51.3% of Gen Zers and Millennials increasingly value diversity in fashion brands, (Moran, 2022) companies must integrate inclusivity throughout the entire business model. Businesses should strive align their brand identity with purpose and meaning (DILLON) to create a business culture that employees and consumers can emotionally engage with (Mitterfellner, 2019). By considering individuals’ personal and professional experiences with diversity, a fashion brand can shape a positive business culture that will be reflected in improved business success in the new era of Gen Z consumers.

Resources

ASOS (2022) Fashion with integrity, ASOS plc. ASOS plc. Available at: https://www.asosplc.com/fashion-with-integrity/ (Accessed: October 16, 2022).

Condenast.com (2020) Condé Nast – Glossary. Routledge. Available at: https://www.condenast.com/glossary/key-elements-of-fashion-and-sustainability/diversity (Accessed: October 8, 2022).

Dillon, S. (2018). “Fashion Entrepreneurship and Management” in The Fundamentals of Fashion Management. London: Bloomsbury Visual Arts, pp. 158-185. Available at: http://dx.doi.org/10.5040/9781474271233 (Accessed October 16, 2022)

Francis, T. and Hoefel, F. (2018) ‘True Gen’: Generation Z and its implications for companies,  McKinsey & Company. McKinsey Global Institute. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies (Accessed: October 16, 2022).

Josifovska, M. (2022) Generation Z statistics – truelist 2022, TrueList. TrueList. Available at: https://truelist.co/blog/generation-z-statistics/ (Accessed: October 14, 2022).

Moran, G. (2022) Gen Z and millennials 2022 report, Drapers. Ascential. Available at: https://www.drapersonline.com/insight/drapers-bespoke/gen-z-and-millennials-2022-report (Accessed: October 16, 2022).

Mitterfellner, O. (2019). Fashion Marketing and Communication: Theory and Practice Across the Fashion Industry. Taylor & Francis Group, Milton, pp. 173-177. Available from: ProQuest Ebook Central. (Accessed: 16 October 2022).

Purvis, A. (2020) Gen-z shopping behaviors: How retailers can tap into younger generations, Quadient. Neopost. Available at: https://www.quadient.com/blog/gen-z-shopping-behaviors-how-retailers-can-tap-younger-generations#:~:text=Gen%20Z%20craves%20in%2Dstore%20shopping&text=According%20to%20recent%20data%2C%2073,disconnect%20from%20the%20digital%20world (Accessed: October 15, 2022).

Ulasewicz, C. (2015) “Social Responsibility and Innovation in the Sewn Products Industry,” in Sustainable fashion what’s next?: A conversation about issues, practices and possibilities. London: Bloomsbury Publishing Inc, pp. 27–50. Available at: https://www-bloomsburyfashioncentral-com.arts.idm.oclc.org/encyclopedia?docid=b-9781501312250. (Accessed: October 15, 2022).