PEOPLE

People mostly focus on the environment, when they argue about sustainability. However, people forget the “people” pillar. “People” in the fashion industry are consumers, designers, workers, contributors, clients, models, and farmers. All of them play a crucial role in the industry.

Among the target customers, the new generation must be mentioned – Gen Z. Gen Z spans the years 1995 to 2010 (McKinsey&Company, 2022). While the elder half of the generation already entered the workforce, the other half is still in school. ‘Zoomers’ are the biggest generation globally with $3 trillion in-direct annual spending power (Robinson, 2021). In 2021, 58.2% of respondents said environmental and ethical sustainability was either fairly or very important. It increased gradually compared to last year’s percentage (Draper, 2022). Brands must represent value, quality, and ethical practices to tap into Gen Z wallets. These youngers do not have financial independence now. Nevertheless, when they get older, they will probably change the current understanding of their generation about sustainability.

In 2022, a percentage of the Gen Z group rated diversity as very important for a brand 30.4% (Draper, 2022). Therefore, the diversity factor is vital for fashion brands to attract Zoomers. For example, Harpers Bazaar said that Rejina Pyo is a champion of diversity (2017). In her fashion shows, the models are no longer of just one definitive type. The line-up in her collections included diverse models, regardless of age, size, or skin color (Klerk. A. D, 2017). Rejina Pyo said that her target customers are of all ages and all ethnicities, so, why not show that in the show? (Sykes, 2017). Until now, diversity is still a core value of Rejina Pyo’s brand.

At the same time, due to the digital technology revolution and the Covid-19 pandemic, the fashion industry has to change to adapt. Global fashion brands have experimented with metaverse technologies. By 2022, almost 49.4% of gen Z would consider exploring metaverse environments created by fashion brands and retailers in the future (Draper, 2022). The metaverse includes virtual reality (VR) and augmented reality (AR) technology. With a virtual reality demonstration experience, viewers can not only watch what is happening in a fashion show like reality but also interact and place orders in bulk. Consequently, it is becoming a marketing tool to reach audiences around the world.

Gen Zs are the future workforce of the fashion industry, so there are some people skills that they need to know before involving. According to McKinsey’s interview, “fashion businesses are starting to look for people who come from a technology background” (2022, p.111). Firstly, digital and technical skills are essential factors. In industry 4.0, fashion businesses are changing to adapt and reach customers closer through digital platforms. Secondly, employees need adaptability when they work in the fashion business. An example is with sustainability and metaverse, goals that many brands are reaching. Accordingly, the knowledge and experiences about these factors have to be equipped during time in college and life. Gen Z must be ready to face their careers’ new challenges in the fashion industry. 

Bibliography:

Burke. J (2022), Draper. Available at: https://www.drapersonline.com/insight/comment/finding-fashions-place-in-the-metaverse (Accessed 11 October 2022).

Draper (2022), Gen Z and Millennials 2022. Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2022 (Accessed 9 October 2022).

Francis. T & Hoefel. F (2022), True Gen’: Generation Z and its implications for companies. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies (Accessed 9 October 2022).

Klerk. A. D (2017), 5 things to know about the surprise biggest hit of LFW, Rejina Pyo. Available at: https://www.harpersbazaar.com/uk/fashion/shows-trends/g38374/rejina-pyo-bio/ (Accessed 13 October 2022).

Maguire. L (2020), Vogue Business. Available at: https://www.voguebusiness.com/consumers/marketing-to-gen-z-during-covid-19 (Accessed 12 October 2022).

McKinsey&Company (2022), The State of Fashion 2022. Available at: https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/state%20of%20fashion/2022/the-state-of-fashion-2022.pdf (Accessed 13 October 2022).

Robinson. B, (2021), Fashions Finest. Available at: https://www.fashionsfinest.com/blog/item/6187-gen-z-the-ethical-fashion-generation (Accessed 10 October 2022).

Sykes. P (2017), repeller. Available at: https://repeller.com/model-casting-spring-2018-fashion-diversity/ (Accessed 12 October 2022).

Image reference list:

Bui. L (2022) People. (Collage)

Bui. L (2022) Gen Z. (Collage)

Bui. L (2022) 3D fashion illustration of Lam Bui. (Illustration)

Bui. L (2022) Rejina Pyo’s collections: SS18-SS23. (Collage)

Vogue Runway (2022) Rejina Pyo. Available at: https://www.vogue.com/fashion-shows/spring-2023-ready-to-wear/rejina-pyo (Accessed 14 October 2022).

Vogue Runway (2017) Rejina Pyo. Available at: https://www.vogue.com/fashion-shows/spring-2018-ready-to-wear/rejina-pyo (Accessed 14 October 2022).