The ‘people’ pillar is fundamental among the four pillars, It explores our role as ‘people’ in working together to improve our community, encouraging values of diversity, equality, gender inclusivity and so on. In terms of fashion business, this pillar is necessary for ensuring that all consumers are represented and considered, due to the unfortunate heavy Eurocentric values which have dominated the industry making it notoriously esoteric.

Figure 1, “Fenty Beauty’s Growth Strategy: What You Need to Know” https://www.indigo9digital.com/blog/3-secrets-to-the-success-of-fenty-beauty-you-may-not-know-but-need-to

Fashion businesses are beginning to demonstrate concern for representation and inclusivity within their brand. The newly ‘woke’ attitude adopted in the fashion industry is after the influence of Gen Z, the generation succeeding the millennials born after 1995. “Gen Z in particular differ from the generations of shoppers before them: they are the first to grow up as digital natives – surrounded by technology and the internet for their entire lives (Moran G, Drapers Online, ‘Gen Z and Millenials’(2022).” Gen z’s increased social involvement due to the soar in ‘global connectivity (Francis T, McKinsey, ‘True Gen’: Generation Z and its implications for companies’ (2019).’ The growing presence of Gen Z allows them to participate in causes and be vocal about social issues all the while behind the screen, possessing a highly confrontational and opinionated attitude on social issues of today. The shift in attitudes among Gen Z  is, “transforming the consumer landscape in a way that cuts across all socioeconomic brackets and extends beyond Gen Z, permeating the whole demographic pyramid. The possibilities now emerging for companies are as transformational as they are challenging (Francis T, McKinsey, ‘True Gen’: Generation Z and its implications for companies(2019).”

Figure 2 “A protest poster held aloft during a demonstration in Berlin, 2019”

Dante Busquets / Alamy Stock Photo

Gen Zer is highly influenced by trends and likes to feel good about what they are buying, “Gen Z is such a huge and influential generation, and they’ll continue to drive cultural change on so many fronts — including consumer behaviour,( Vogue Business for PayPal, Vogue Business,(2021).” Over 90% of users on Depop are below the age of 26 demonstrating Gen Z’s fashion-conscious buying habits, with a clear concern for sustainability within the fashion business. 

Not only do Gen Z as consumers possess an interest in buying responsibly, but ‘61% express frustration at industries for overlooking minority groups, with 87% believing there needs to be a substantial improvement in inclusiveness in the fashion industry. “The Gen Z Fashion Report by UniDays reveals that there is a “large appetite” among Gen Z consumers for inclusive clothing, with most students considering buying gender-neutral clothing ( Wightman-Stone D, Fashion United, ‘Gen Z consumers want better gender equality and inclusion within fashion’, (2022).” One brand which concerns itself with inclusiveness and diversity is Rihanna’s Fenty brand as a whole. Her take on inclusivity sets the tone for what other companies should be doing due to its authenticity and genuine message, “We don’t believe in division. We do not believe in excluding anyone (McKinnon T, a quote from Rihanna, Indigo9digital, (2022).” Rihanna’s brand as a whole is successful, due to its accessibility to all consumers, catering to all areas. Her lingerie brand contrasts that of the notoriously non-inclusive Victoria’s Secret, featuring plus-size models and models of all ethnicities. Like Rihanna, businesses and business owners are beginning to identify the change in attitudes and the need for a more inclusive market, especially being that consumers like Gen Z, are becoming increasingly vocal in their need for heavier representation. “Ideals are changing, and people want diversity and representation, ethnically and racially, but also in terms of shape and body type. For retailers to not adapt or evolve can be a fatal flaw (McKinnon T, a quote from Kalinda Ukanwa  , Indigo9digital, (2022).”

Figure 3 Rihannas savage x fenty show

For the future of the Fashion Business, industries need to concern themselves with the needs of their consumers and follow suit in creating an accessible and inclusive brand, being that, particularly amongst Gen Z, there is growing advocacy for inclusivity and more and more brands are being provoked and challenged for their social and political stances.

Reference list:

Moran G, (2022)Drapers online, available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2022(accessed: 15^th October 2022)

Francis T, (2019) McKinsey, available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies (accessed: 15^th October 2022) 

Vogue Business for PayPal, (2021), Vogue Business, available at: https://www.voguebusiness.com/consumers/gen-z-shopping-trends-uncovered-pay-pal

(accessed: 15^th October 2022) 

Wightman-Stone D, (2022) Fashion United, available at: https://fashionunited.uk/news/fashion/gen-z-consumers-want-better-gender-equality-and-inclusion-within-fashion/2022030261732 (accessed: 15^th October 2022) 

McKinnon T, indigo9digital, ‘How Rihanna’s Fenty Brand Is  Leading In Diversity And Inclusion’, available at: https://www.indigo9digital.com/blog/fentydiversityinclusion (accessed: 15^th October 2022)