People
People
People is one of the four pillars of fashion in fashion business school. DL (2012) said that human beings have created fashion, fashion is defined by human beings, human behaviour will have a huge impact on fashion, and fashion is also a unique tool for people to express themselves. People in different times will have a different understanding of fashion, and use different ways to contact and display fashion. Trends also affect people to a certain extent, and Gen-Z is greatly affected (BBC. com, 2021).
Fig.1 Gen-Z group(wrike.com, 2022)
Gen-Z is a generation that grew up under the influence of the Internet. They are surrounded by the Internet. Compared with people of other generations, Gen-Z is keen to use the Internet for shopping and is better at using social media. They prefer to be different and prefer customized services. In addition, they attach great importance to corporate responsibility and brand behaviour, and brand ethics is extremely important (McKinsey&Company, 2018). They are more focused on sustainability and brand diversity than other generations.
First of all, brands should focus on creating goods that Gen-Z likes. Report ‘True Gen’: Generation Z and its implications for companies commented that Gen-Z is keen on private customization. They want to pursue uniqueness and reflect their uniqueness.
Secondly, this generation is extremely concerned about protecting the environment (sustainable development). Gen-Z is aware of the impact of climate change on the earth, and they are willing to make more changes to ensure the integrity of the earth in the future (ulster. ac. uk). According to the data from Admin, about 70% of young people aged 16-19 are more willing to buy sustainable products, which is significantly higher than that of Baby Boomers (mintel.com, 2020).
Gen-Z proved that they are willing to buy sustainable products with practical actions. Finally, the brand should pay attention to the way of product sales. As mentioned above, Gen-Z is a generation that has grown up on the Internet. The brand should actively develop and improve online services to create a more innovative shopping method.
Fig.1 Nike Group(uni-europa.org, 2021)
Nike has set a goal for brand diversification, which is planned to be completed in 2025. Thomas’s (2021) statement Nike wants to create a more diversified and inclusive workforce. In addition, Nike wants to have in-depth discussions with companies that have made progress in employee diversity and inclusiveness to better improve its internal situation.
Brand marketing is a very important point. Social media marketing activities are helpful to enhance brand awareness, establish a brand image, and enhance brand awareness (bmij. org, 2018). Social media marketing activities have a significant impact on brand loyalty.
Reference
Admin, M., 2020. Britain’s thrifty young fashionistas: More than half of 25-34-year-olds buy second-hand clothes. [online] Mintel.com. Available at: <https://www.mintel.com/press-centre/retail-press-centre/britains-thrifty-young-fashionistas-more-than-half-of-25-34-year-olds-buy-second-hand-clothes/amp> [Accessed 15 October 2022].
BİLGİN, Y., 2018. THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY. Business & Management Studies: An International Journal, [online] 6(1), pp.1-2. Available at: <https://www.bmij.org/index.php/1/article/view/839.1> [Accessed 16 October 2022].
DL, V., 2012. The Role of Fashion in Human Culture – Thought Economics. [online] Thought Economics. Available at: <https://thoughteconomics.com/the-role-of-fashion-in-human-culture/> [Accessed 16 October 2022].
Francis, T. and Hoefel, F., 2018. ‘True Gen’: Generation Z and its implications for companies. The influence of Gen Z—the first generation of true digital natives—is expanding. [online] pp.2- 5. Available at: <https://www.mckinsey.com/~/media/McKinsey/Industries/Consumer%20Packaged%20Goods/Our%20Insights/True%20Gen%20Generation%20Z%20and%20its%20implications%20for%20companies/Generation-Z-and-its-implication-for-companies.pdf> [Accessed 14 October 2022].
George, C., 2021. Gen X, Gen Z, Millennials: Which has the best style?. [online] Bbc.com. Available at: <https://www.bbc.com/culture/article/20210222-gen-x-gen-z-millennials-which-has-the-best-style> [Accessed 14 October 2022].
Ulster.ac.uk. n.d. The sustainability generation: Why do Generation Z care about this planet?. [online] Available at: <https://www.ulster.ac.uk/faculties/ulster-university-business-school/updates/other/the-sustainability-generation-why-do-generation-z-care-about-this-planet> [Accessed 15 October 2022].
Thomas, L., 2021. Nike sets fresh diversity targets for 2025, and ties executive compensation to hitting them. [online] cnbc.com. Available at: <https://www.cnbc.com/2021/03/11/nike-sets-diversity-goals-for-2025-ties-executive-comp-back-to-them.html> [Accessed 16 October 2022].
Picture Reference
Udoagwu, K., 2022. Marketing to Gen Z: Complete Marketing Strategy Guide | Wrike. [online] Wrike.com. Available at: <https://www.wrike.com/blog/marketing-gen-z-marketing-strategy-guide/#Who-is-Gen-Z> [Accessed 16 October 2022].
UNI Europa. 2022. They Just Did It: Koop-IS signs the first collective agreement for Nike workers in Turkey – UNI Europa. [online] Available at: <https://www.uni-europa.org/news/they-just-did-it-koop-is-signs-the-first-collective-agreement-for-nike-workers-in-turkey/> [Accessed 16 October 2022].