People
People is one of the four pillars of fashion industry. People and the fashion industry are closely linked, they support and influence each other. Fashion plays a multi-purpose role in people’s lives.People use fashion to express themselves (McKinsey 2018 ‘True Gen’) and understand the other person’s background and culture. Different age groups have different consumer behaviours, and the Gen Z is more adept at identifying and creating new fashion trends through social media.
For most fashion companies, millennials now represent a broad group of consumers. Gen Z consumers live in an age of technology and social media and are more aware of what they want and how to get it.They use social media to get inspired, research products and connect with their favourite brands. In the US, 60% of Gen Z use Instagram to discover new brands, products and services（Apptus.com.2022.Generation Z). In addition to this, Gen Z consumers are more likely to buy sustainable, high-quality products. According to a report by First Insight, 73% of Gen Z consumers are willing to pay 10% more for sustainable products.
Fashion brands should put sustainability at the forefront to appeal to Gen Z， because Gen Z consumers care deeply about the planet. In fact, three quarters of people believe sustainability is more important than brand names when it comes to buying（Rand，D，2002）.Gen Z is the first minority-majority generation, and as such their views on diversity and inclusion are markedly different from those of past generations. An example from Pew Research shows that 62% of Gen Z believe that increased diversity is good for society. Their views on diversity also extend to everyday consumption. Of the 630 Americans surveyed, nearly 80% of Gen Z believe that brands must address diversity and inclusion（Carrasco，M，2022）.Mara Hoffman founded her luxury fashion brand in 2000 and has spent the last five years incorporating sustainable and ethical approaches into her fashion business, such as using sustainable fabrics such as organic cotton and hemp, natural and low toxicity dyes and transparency in the supply chain（Perez，D，2022）. The Mara Hoffman also offers sizes from XXS all the way up to 2X (20), so that more women are no longer restricted by their body size and can access some of its great designs.
Brands are at the service of human beings. Consumers often give great input, so a key skill for fashion brands to succeed is to have an inclusive mindset, to communicate well with consumers, to take suggestions and continuously improve.
Bibliography:
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Apptus.com. 2022. Generation Z: Online Shopping Habits and Behaviour [2022]. [online] Available at: <https://www.apptus.com/blog/generation-z-online-shopping-habits/> [Accessed 15 October 2022].
Rand, D., 2022. Generation Z consumer behavior: What brands need to know. [online] The Future of Customer Engagement and Experience. Available at: <https://www.the-future-of-commerce.com/2022/07/04/generation-z-consumer-behavior-what-brands-need-to-know/> [Accessed 16 October 2022].
Carrasco, M., 2022. Council Post: Gen Z: Brands Need To Prioritize DEI And Gender Liberation. [online] Forbes. Available at: <https://www.forbes.com/sites/forbesagencycouncil/2022/03/01/gen-z-brands-need-to-prioritize-dei-and-gender-liberation/?sh=5676004674ab> [Accessed 16 October 2022].
Perez, D., 2022. 8 Ethical Fashion Brands Celebrating Diversity, Inclusivity and Body Positivity. [online] Eco Warrior Princess. Available at: <https://ecowarriorprincess.net/2019/03/8-ethical-fashion-brands-diversity-inclusivity-body-positivity/> [Accessed 16 October 2022].