People
People. One of the four pillars studied at fbs. This pillar focuses on the social aspects of the fashion industry, most prominently diversity and inclusivity and how to use these features to market to certain consumers.
Gen Z is a very influential generation revolutionising the fashion industry with their forward-thinking ways and familiarity with technology. As children they grew up surrounded by technology, using it became second nature to them. Therefore, they are much more aware of issues surrounding diversity and sustainability in the industry. For example, ‘’65 percent try to learn the origins of anything they buy’’ and ‘’80 percent refuse to buy goods from companies involved in scandals’’ (Francis and Hoefel, 2018).
In order to attract gen z brands should examine their ethical values while also considering where gen z receive most of their content, for example on social media platforms such as Instagram and TikTok. With hashtags such as #tiktokmademebuyit having over 6.5 million views (tiktok, 2022) brands must keep up with constantly changing trends within gen z to succeed. Furthermore, gen z view consumption as ‘’anchored on ethics’’ (Francis and Hoefel, 2018) and in order to attract these consumers, brands must strive to make a change. Not only can social media provide access to gen z, but using emerging technologies can also grab the attention of those who grew up within the dynamic age of tech. For example, the use of ‘’AI’’ which allows ‘’buyers and merchandisers to make intelligent decisions while using the best data available’’ and use it to ‘’cut back on wastage’’ (Behrmann, 2021).
Lingerie brand Savage x Fenty, founded by Rihanna in 2018, is one brand that has responded to diversity in a notable way. On the runway and in advertisements the brand uses a diverse range of models ‘’covering ethnicity, disability, sexuality, and age’’ with model Shaholly Ayers stating that Savage x Fenty was ‘’the most inclusive production [she] had ever been a part of’’ (Cat-Wells, 2021). Not only does it use a diverse team of models, but it also provides a wide range of sizes for customers, for example bras start at a size 32A and go to a size 44D (Simmons, 2018). Savage x Fenty offers an inclusive image where many lingerie brands do not.
For a fashion brand to be successful they must think of more than just profit when producing products. Consumers want a more sustainable and diverse experience because they are more knowledgeable about what they are buying and where and how it was created. Therefore, attention has been drawn to ‘’the desire and contribution of giving back to society in areas such as ethical fashion and sustainability’’ (Dillon, 2018). Brands should also ensure that they have an online presence due to the increasing demand for online shopping. If brands can do this, they can therefore successfully attract the increasingly prominent consumer of gen z.
Reference List:
Behrmann, A (2021) Using AI to transform buying and merchandising, Drapers, Available at: https://www.drapersonline.com/news/using-ai-to-transform-buying-and-merchandising [Accessed 15th October 2022]
Cat-Wells, K (2021) Shaholly Ayers on Savage x Fenty: A more inclusive fashion advertising landscape, Forbes, Available at: https://www.forbes.com/sites/keelycatwells/2021/10/16/shaholly-ayers-on-savage-x-fenty-a-more-inclusive-fashion-and-advertising-landscape/?sh=28a5b98e1d43 [Accessed 15th October 2022]
Dillon, S (2018) Fashion Entrepreneurship and Management Pg 158-185 Available at: https://www.bloomsburyfashioncentral.com/encyclopedia-chapter?docid=b-9781474271233&tocid=b-9781474271233-chapter7&st=fashion+entrepreneurship+and+management [Accessed 15th October 2022]
Francis, T and Hoefel, F (2018) ‘True Gen’: Generation Z and its implications for companies, McKinsey & Company, Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies [Accessed 15th October 2022]
Simmons, S (2018) Rihanna’s New Lingerie Line Is Almost Here & Yes, You Can Most Likely Find Your Size, Bustle, Available at: https://www.bustle.com/p/what-is-savage-x-fenty-lingeries-size-range-yes-the-collection-is-actually-pretty-inclusive-9048092 [Accessed 15th October 2022]
TikTok (2022) #tiktokmademebuyit 2022 trending product, Available at: https://www.tiktok.com/discover/tiktokmademebuyit-2022-trending-product?lang=en [Accessed 15th October 2022]