people
People is one of the 4 pillars discussed in the fashion business, the focus of this is that people are the main subject of every organization/brand and it discusses the impact which the fashion industry has on people both societally and across global cultural dimensions. ‘People’ focuses on consumer behavior, society, and the influential changes that may cause a fashion business to operate differently, for example, using their marketing techniques to create a more diverse and inclusive portrayal of their brand.
Generation Z frequently known as ‘Gen Z’ is anyone born between 1997 and 2012, as consumers of the fashion industry Gen Z are the most demanding consumers in history and this high demand is for fast fashion brands such as H&M, Zara, and Shein. The reason for this is that fast fashion is low-cost and easily accessible. On average Gen Z spends 10.6 hours per day online (Adobe), mainly on social media platforms such as TikTok and Instagram, therefore brands have moved towards social media marketing and creating fun and engaging quality content that generates an interest in Gen Z. In order to attract Gen Z, a brand should be able to provide same-day delivery, as Gen Z want to be able to consume with ease and the purchases to be as quick as possible. Generation Z has become more aware of the environmental impacts of the fashion industry, so in order for a brand to attract generation Z they should make them aware of their sustainability and ethical values, as this may attract Gen Z to purchase from there rather than fast fashion brands as they will be free from there guilty conscious and feel as though they have made a more environmentally friendly purchase.
Diversity is ‘the practice or quality of including or involving people from a range of different social and ethnic backgrounds and of different genders, sexual orientations, etc.’ A brand that has represented diversity is Savage X Fenty by Rihanna. Savage X Fenty shows inclusivity in its sizing making the brand accessible to a large range of consumers, as its sizing ranges from XS to 5XL and a 30A to a 46H. Savage X Fenty also creates brand inclusivity and diversity by featuring plus-sized, older, pregnant, and disabled models in their fashion shows and campaigns, this has been shown within social media strategies by using models of different sizes, races, and gender since the beginning of the brand in 2018.
Fashion brands need to develop some key people skills in order to become successful, for example, a brand needs to have open communication skills with their customers in order to gain a true perspective of what the consumer’s wants and needs are. For a fashion brand to improve the problems which consumers have with their products, they should use a direct feedback system to gain an understanding of improvements, rather than an indirect communication channel. allowing consumers to express their opinions about product improvement will also help to create long-term relationships between the brand and its customers. Another key skill that a fashion brand should take into consideration is being a social and environmental entrepreneur, this is due to the fact that consumers are more concerned about the environment and therefore are seeking brands that use sustainable practices.
References:~
~What years are Gen Z? (14th October 2022) ~ https://eu.usatoday.com/story/news/2022/09/02/what-years-gen-x-millennials-baby-boomers-gen-z/10303085002/
~Gen Z approach towards fashion (14th October 2022) ~ https://www.fashionsfinest.com/blog/item/6187-gen-z-the-ethical-fashion-generation
~Attracting Generation Z ~ sustainability and ethical values (15th October 2022) ~ https://www.chargedretail.co.uk/2022/01/21/what-do-gen-z-shoppers-really-want-4-ways-retailers-can-capture-the-younger-generation/
~Attracting Generation Z ~ Online/Social influence (15th October 2022) ~ https://www.apptus.com/blog/generation-z-online-shopping-habits/
~Diversity (16th October 2022) ~ Oxford Languages Dictionary
~Savage X Fenty (16th October 2022) ~ https://www.savagex.com/featured/aboutus
~Key People Skills (17th October 2022) ~ Hethorn, J., & Ulasewicz, C. (eds). (2015). Sustainable Fashion: What’s Next? A Conversation about Issues, Practices and Possibilities. New York: Bloomsbury (page 27 and 73)