People
People as a pillar of Sustainability
People’s opinion is critical to successful marketing in various industries. The fashion industry is not an exception. It is essential to consider the views of the younger generation – generation Z. In order to attract Gen Z, it is now necessary to consider both traditional and contemporary types of marketing. However, by focusing on contemporary types of marketing, the brand effectively manages to connect with the younger generation. For example, with the integration of social networks into people’s daily lives, brands are forced to demonstrate the entire journey that their products go through openly. The more transparent the brand shows its supply chain (Figure 1), the more customer trust it can earn. Dale Partridge identified seven core beliefs that will help a brand demonstrate people’s priority concerning profit. Some core beliefs are that people matter, truth wins, transparency frees, authenticity attracts, etc. (Peter Taylor, n.d.)
Figure 1. Fashion supply chain (ACTEEVISM, 2019)
Fashion brands and Gen Z
In order to most effectively focus on Gen Z, a brand needs to understand the generation’s demands. Gen Z is a generation that has grown and developed along with technological progress. So as stated earlier, a brand must consider contemporary marketing and e-commerce. Specifically important is social media shopping. Following a survey conducted by Drapers, 61% of Gen Z browse Instagram for fashion inspiration (Drapers Bespoke, 2022). However, technology is not the only thing Gen Z is worried about in the fashion industry. Going back to the same survey from Drapers, Gen Z considers Sustainability and Diversity more “fairly important” or “very important” than Millennials (Drapers Bespoke, 2022). In addition to clothing purchase preferences, Gen Z has several different qualities from previous generations (Figure 2). Brands should consider these qualities when making specific steps.
Figure 2. Intergenerational qualities (Tracy Francis and Fernanda Hoefel, 2018)
Gen Z’s drive to embrace pro-diversity and pro-equality has urged brands to take action. For example, in 2019, Burberry’s Christmas campaign featured the most racially diverse cast. (Sue Omar, 2020). The realistic approach to life and the search for justice on the part of Gen Z allow some of the brand’s actions to be questioned. Mistrust may arise if the brand invites people with the exact opposite disability, race, gender or sexuality. Such actions may raise doubts about the sincerity of the brand’s actions to promote diversity. This begs the question: Did the brand want to support people, or did it want to become famous using a popular topic?
Fashion entrepreneurship skills
In order to understand how brands proceed with their decisions, it is necessary to understand the qualities implemented in these decisions. Some essential characteristics are the part of emotional intelligence skills, featuring self awareness, self control, empathy and social skills (Iyinoluwa Oludiya, 2020). Some examples of negative qualities that alienate people from emotional intelligence are mentioned in Figure 3.
Figure 3. Characteristics of person with low emotional intelligence (Kendra Cherry, 2020)
References
ACTEEVISM (2022). [online] Available at: https://www.acteevism.com/2019/04/12/what-is-a-supply-chain-and-what-does-it-have-to-do-with-sustainable-ethical-fashion/
Kendra Cherry (2020). 9 Signs of Low Emotional Intelligence. [online] Verywell Mind. Available at: https://www.verywellmind.com/signs-of-low-emotional-intelligence-2795958
Moran, G. (2022). Gen Z and Millennials 2022. [online] Drapers. Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2022
Oludiya, I. (2020). Your Emotional Intelligence As A Fashion Entrepreneur Is Key In Relating With Clients. Here’s How To Develop It. [online] Mauvelli. Available at: https://mauvelli.com/your-emotional-intelligence-as-a-fashion-entrepreneur-is-key-in-relating-with-clients-heres-how-to-develop-it/ [Accessed 17 Oct. 2022].
Omar, S. (2020). Diversity in fashion: it’s time for the industry to change. [online] Raconteur. Available at: https://www.raconteur.net/hr/diversity-inclusion/diversity-fashion/
Peter Taylor (n.d.). People Over Profit – Actionable Books. [online] Available at: https://www.actionablebooks.com/en-ca/summaries/people-over-profit/ [Accessed 17 Oct. 2022].
Francis, T. and Hoefel, F. (2018). ‘True Gen’: Generation Z and its implications for companies. [online] McKinsey & Company. Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies