People

The pillar ‘people’ is the concept of how people are affected and represented, making sure their needs and desires are met. Diversity, representation and satisfaction. This could be specified as not only ensuring there is diversity and representation, but making sure company’s are doing enough to satisfy consumers, especially Gen Z.

Gen Z specifically are important for company’s to be aware of and cater for, due to the fact that they cherish and resonate deeply with social equality and awareness, coincidently, diversity and representation are increasingly important to them, considerably more than any generation and will take action when things are not up to par with their beliefs. Nearly half (46.8%) of Gen Z say they have abandoned a purchase that did not align with their values. (Drapers,2022)

Savage X Fenty is an admirable and highly appreciated example of how company’s have diversity in their DNA and express it well. It’s acceptable to say as Savage x Fenty, constantly shows a variety of people on their website and throughout their shows, incorporating plus size models, models of different races and abilities. This is believed to be the reason for Victoria Secrets downfall.

In contrast, Prettylittlething, had a temporary moment of diversity when they dedicated a campaign to the concept. They did this by selling products, including tights and bodysuits, that flatters different skin tones. However it was not long lived as they never restocked any of their items, implying to consumers that PLT were not genuine or authentic and perhaps the idea behind the campaign was for profit and hype rather than people.

To be successful fashion brands need to possess an array of people skills. Honesty, awareness of their audience, good judgement, good communication and listening skills are integral for a fashion brands’ success, because knowing what, how, and when to say things is critical (Smith, 2022)

Overall, it is highly Important for fashion brands to keep up with their customers, despite this Gen Z is the most crucial audience to cater for, due to the fact they are the most demanding generation, as their needs, wants, likes and dislikes are always changing. Therefor, it’s worth retailers keeping an eye on them, even for those fashion businesses not targeting people in their early twenties. As they age, Gen Z will become your customers, and their shopping habits, likes and dislikes will not only continue to change as they get older, but will differ starkly to today’s older shoppers (Drapers, 2022).

References:

Moran, G., 2022. Gen Z and Millennials 2022 – Drapers. [online] Drapers. Available at: <https://www.drapersonline.com/guides/gen-z-and-millennials-2022> [Accessed 14 October 2022].

Smith, J., 2022. The 20 People Skills You Need To Succeed At Work. [online] Forbes. Available at: <https://www.forbes.com/sites/jacquelynsmith/2013/11/15/the-20-people-skills-you-need-to-succeed-at-work/> [Accessed 14 October 2022].