People
The People pillar explores the relationship between brands and their stakeholders – their interactions and how such interactions affect protocol and production. A recent surge of diversity and inclusion has been apparent in the fashion business industry. A need for change that included those of all races, ages, sizes, genders etc. Gen-Z is built up of those born in 1997 to 2010. With roughly 2.47 million Gen-zers worldwide, the generation takes up about a third of the world’s population. Following the Covid-19 pandemic, a sixth of Gen-Z consumers have adopted a more fashion conscious behaviour (Vogue Business, 2021.) Focusing on a more sustainable way of shopping, Gen-Zers have begun to prefer businesses that take steps to be more sustainable. Following these new behaviours, brands have taken a step towards a better future. For instance, Balenciaga collaborated with the World Food Programme to ‘draw attention to a recent spike in global world hunger’ by releasing a new line of clothing and accessories, donating 20% of sales to the WFP. This new line emphasised WFPs slogan ‘Saving Lives, Changing Lives’ by integrating it into Balenciaga’s archetype, highlighting issues in the socioeconomic climate of the planet. (Balenciaga.com, 2019) In order to attract the generation, adapting to their hobbies and pastimes, immersing themselves into the gen-z day to day life. For instance, Louis Vuitton released a mobile game, ‘LOUIS THE GAME’ (Highsnobiety, 2021) Those born into Generation Z were also born into the new age of phones and digital media, and so brands indulging into this era as a marketing tactic appeals to said generation. Dubbed ‘addictive’ by Highsnobiety, Louis Vuitton have appropriately catered to their key people, the consumers. A key skill needed to sustain a successful fashion brand is adaptability – as Drapers (2022) found, Gen Z consumers are seeking out ‘fun’ elements that Millenials aren’t after.
Drapersonline.com, 2022
PayPal, V.B.for (2021) Gen Z shopping trends uncovered, Vogue Business. Vogue Business. Available at:
https://www.voguebusiness.com/consumers/gen-z-shopping-trends-uncovered-pay-pal (Accessed: October 21, 2022).
Balenciaga -World Food Programme (2019) World Food Programme. Available at: https://www.balenciaga.com/en-us/world-food-programme (Accessed: October 21, 2022).
Northman, W.B.T. and Editor, T.N.N. (2021) Louis Vuitton’s new game is better than ‘fortnite’, Highsnobiety. Available at: https://www.highsnobiety.com/p/louis-vuitton-nft-game/ (Accessed: October 21, 2022).
Moran, G. (2022) Gen Z and millennials 2022, Drapers. Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2022 (Accessed: October 21, 2022).