People

What is people pillars?

People is one of the four pillars of sustainability. The goal of sustainable human development is to maintain a balance between continued economic growth, a prosperous society, and respect for the environment (Future learn, no date). To achieve this, the focus needs to be on nurturing and developing the human component of organizations and societies as a whole.

At the same time, the sustainable development of people is also very important for enterprises. For a business, only the support of its staff can enable an organization to achieve sustainable long-term growth. The value of focusing on the development of human capital is the basic concept of an enterprise pursuing sustainable development of human beings

Gen Z

Gen-Z was born between 1995-2009. Generation Z is often described as a well-educated generation that is more stressed but more depressed than previous generations. They often have high expectations of themselves that are often not met. (Voyado, 2020). They are also the main force of modern consumption, gradually influencing the consumption decisions of elders.

In terms of spending power, “As an upper middle-incomecountry (GDP per cap-ita amounted to US$29,100 in 2017) (CIA, 2019), Malaysian purchasing power is among the highest in Asia (Santandertrade, 2019). For Malaysian Generation Z alone, monthly disposable income is estimated to reach US$327 million”. (Tjiptono, Khan, Yeong Ewe and Kunchamboo, 2020). Although the data is beford COVID, the shock and uncertainty brought about by the epidemic will take time to recover, and consumption power has also been reduced. But what is certain is that consumption upgrades are irreversible. Do a good job of accumulation now, and when the market gradually recovers, opportunities will follow.

From Baby Boomer – Gen X – Gen Y – Gen Z, they have all experienced different backgrounds, resulting in continuous evolution of values, cultures and consumption patterns. The saying that knowing history can predict the future does have its place of reference. From the perspective of Gen Z consumption, the future product evolution has already taken shape. For Gen Z to make a purchase, the product must truly provide value, the brand image must match the target audience, and innovation is the best policy. Each industry will involute the competitive industry entering the market segment, and it is necessary to become an expert in the industry to form and strengthen direct competitiveness.

How a brand has responded to diversity？

Nike has undoubtedly given many examples in the diversified business field. In terms of publicity, NIke’s advertising poster hanging in front of the Opera Garnier in Paris, the woman in the poster is a British plus-size model, Trina Nicole.

Trina Nicole famous for creating ‘The Curve Catwalk’, the UK’s first overweight-only dance class Voted ‘Young Entrepreneur of the Year 2021’ by the UK’s Outstanding Entrepreneurs Awards and ‘People to Watch’ by Forbes.

Meanwhile, Nike has launched a new “Pro Hijab” test shot for Muslim women. Brand ambassadors for the hijab include figure skater Zahra Lari and triathlete Manal Rostom. The product comes after a surge in spending in the Middle East led to changes in marketing strategies and advertising spending by international brands. The wealth of the region can no longer be ignored, nor can the consumer base. “Pro Hijab” is the first of many products that will target the rich resources and multiculturalism of this particular field. (Corcoran, 2017).

What are the key people skills needed for a fashion brand to be successful?

Kindness and bravery are two of the most useful and common skills for business. According to Natalia Fedner, ‘Being good to people can get you much farther than treating people poorly. Be kind to those you work for, those who work for you, and the many people you interact with in running your company. When I made my first collection, I worked with an incredible tailor — Ludmila Tomashevskay of Ludmila Couture in Los Angeles.’ (Authority Magazine, 2018). After she launched her first collection, Ludmila introduced her to many contacts, Successfully helped her get into boutiques.

At the same time, the courage to take risks is also important for a brand to succeed. In many cases, entrepreneurs will encounter many choices of one or the other. Some choices will affect the future direction of the brand. If it fails, it means the failure of entrepreneurship, but there will be no room for improvement if you don’t do it. Taking risks, such as applying for a major art show or sending PR messages to magazines that seem out of reach, may seem scary when you do these things, but turn the fear of rejection into a catapult of energy, help your skills have multiplied.

References:

Future Learn. (No date). “The four pillars of sustainability”. Available at: https://www.futurelearn.com/info/courses/sustainable-business/0/steps/78337 (Accessed: 14/10/22)

Voyado. (2020). “How to target generation Z (24 and younger)“. Available at: Generation Z – How to target the 24 year olds and younger | Voyado (Accessed: 14/10/22).

Tjiptono, F, Khan, G, Yeong, ES & Kunchamboo, V. (2020). “Generation Z in Malaysia: the four ‘E’ generation.” Bingley UK: Emerald Group Publishing Limited.

Corcoran, A. (2017). “6 Brands Championing Diversity and Inclusion Through Company Culture”. Available at: https://swaay.com/6-brands-championing-diversity-inclusion-company-culture (Accessed: 14/10/22).

Authority Magazine. (2018). “16 Skills You Need To Succeed In The Fashion Industry”. Available at: 16 Skills You Need To Succeed In The Fashion Industry | by Authority Magazine | Authority Magazine | Medium (Accessed: 14/10/22).