People – 4 Pillars
‘People’, one of the four pillars identified by the Fashion Business School. It refers to many ideas and practices including how to sustain people through fashion, as well as diversity, inclusion and representation. ‘People’ within the fashion industry were traditionally European, white, older males, known as Eurocentrism; focusing on European culture and history, aesthetics, behaviours, and values, excluding views from non-European cultures (Sundberg, 2009).
‘Gen Z’ are individuals born between 1995 and 2010 sharing characteristics other generations may have stereotypes, misconceptions and preconceptions about. They are “true digital natives: from earliest youth, they have been exposed to the internet, to social networks, and to mobile systems” and “a hypercognitive generation very comfortable with collecting and cross-referencing many sources of information” (Francis & Hoefel, 2018). Gen Z are demonstrably more open to the idea of the metaverse and new technologies, showing adaptability and flexibility. 61.6% of Gen Z are familiar with the metaverse, significantly higher than 39.5% of millennials (Moran, 2022).
Gen Z are technologically advanced, responding well to brands constantly developing their online presence. 32.7% of Gen Z say they’re more likely to enjoy the relaxation of online shopping despite being twice as likely to not shop online due to the desire for “digital detoxes” (Moran, 2022). To attract this generation, brands should look to develop online shopping experiences and bricks-and-mortar stores. This can be done by creating enticing displays and apps with m-commerce opportunities. Gen Z finds physical shopping enjoyable due to the ability to spend time with friends and get inspiration from browsing.
Dior’s 2023 Cruise Collection focuses on Andalusia and Maria Grazia Chiuri’s inspiration was dancer Carmen Amaya who performed during the show which took place at The Plaza de Espana. “When Chiuri does her cruise collections, she takes head to the country, to the village the show will be in, to its music and dance, and to the craftsmanship of the region” (Portee, 2022). This is an example of responding to diversity whilst appreciating culture. Local crafts people were involved in the processes, actively engaging with people and fully immersing the brand within the culture of the region.
To be successful, brands need to research constantly, developing their presence within the market to meet consumer needs. This can be done by putting consumers at the centre of all processes to meet individual needs. Key skills required to achieve this include; communicating effectively to consumers, researching individual’s needs, and being transparent to maintain strong relationships. This will enable fashion brands to be successful in a fast paced market.
Gen Z are the future of fashion therefore should be involved in all fashion business processes to produce the best possible outcomes for consumers, brands and other stakeholders within the industry.
Bibliography
Francis, T & Hoefel, F (2018) ‘True Gen’, McKinsey & Company [accessed October 2022]
Moran, G (2022) ‘Gen Z and Millennials 20222’, Drapers [accessed October 2022]
Portee, A (2022) ‘Andalusian Cultural Heritage And Style Influence Dior Cruise Collection’, Forbes [accessed October 2022]
Sunbair, E (2022) ‘Dior Cruise 2023: An Ode To Spain’s Vibrant History And Artistry’, ELLE [accessed October 2022]
https://www.elle.com/uk/fashion/a40321617/dior-cruise-2023/
Sundberg, J (2009) ‘Eurocentrism’, Science Direct [accessed October, 2022]
https://www.sciencedirect.com/topics/social-sciences/eurocentrism