Kamran Hammond

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People

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Generation Z are one of the biggest consumer groups in society today ‘’they already account for 40 % global consumers’’ ( WorldStream 2022). Generation Z is an incredibly profitable customer base for businesses today. Being such a diverse set of people, Generation Z emphasises and expresses the value of diversity which is important for businesses looking to attract this generation. Therefore, businesses must emphasise the message of diversity and equality to appeal to Generation Z consumers With Savage X Fenty by Rihanna serving as an example of a company embracing diversity, the line features a diverse selection of models with various body types, skin tones, and genders.

Figure 1: Models from Savage X Fenty vol.3 Show

However, companies in society today engage in diversity washing, pretending to be inclusive and diverse while profiting at the expense of many ethnic communities. One example of this is the use of the murder of George Floyd by several businesses as a marketing trick for a younger generation. ‘’ with fashion labels like Dolce & Gabbana, Comme des Garçons, Gucci and Burberry called out for producing racially insensitive and culturally inappropriate items of clothing’’ (The Guardian 2020) with an example of this being Gucci, in 2019, where the company was pointed out for cultural appropriation for their Indy full turban, a product which name is disrespectful to the Sikh community.

Figure 2: Gucci’s Indy Full Turban from 2018 Fall runway show

With significant advancement in technology, brands must also make their online presence appealing and simple to use to appeal to Generation Z consumers. This is especially crucial given that the 2020 Covid-19 epidemic would significantly alter how customers purchase clothing from businesses with “48 % of Generation Z preferring online shopping” (Drapers 2022) However, Generation Z do not view online shopping as a benefit rather, they see it as a hobby, with “39.5%” (Drapers 2022) of Generation Z responding that it was fun. Drapers 2022 also noted that Generation Z would like businesses to use more styling advice and inside content ,therefore, businesses must add a personal touch to appeal to this generation on their online platforms. Therefore, for businesses to be successful in appealing to a Generation Z audience, they must demonstrate effective communication skills to their target consumers. When displaying their clothing to their intended audience, businesses must also demonstrate a creative mindset and a solid understanding of social principles, which is crucial given that Drapers 2022 shows that Generation Z is willing to pay extra for ethical fashion labels. 

References: 

New Data! 18 Gen Z Characteristics & Stats (+How to Market to Them): https://www.wordstream.com/blog/ws/2022/08/09/gen-z-stats 

‘Woke’ fashion brands face backlash for not practicing what they preach: 

https://www.theguardian.com/fashion/2020/jun/13/fashion-brands-culture-george-floyd

Gucci Accused of Cultural Appropriation Over ‘Indy Turban’ 

https://wwd.com/fashion-news/fashion-scoops/gucci-indy-turban-cultural-appropriation-backlash-1203132880/

Gen Z and Millennials 2022:

Gen Z and Millennials 2022

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Planet

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Planet is one of the four pillars explored in the sustainability of fashion with sustainability meaning ‘’meeting the need of the present without compromising the ability of future generations to meet their own needs’’ (United Nations Brundtland Commissions 1987). A circular economy where products are designed by their manufactures to be re-useable is important towards the fight against saving the planet and its natural resources, this is especially important in the fashion sector as the fashion industry is the second most polluting industry in the world. The fashion industry is responsible for around ‘’10% of the global carbon dioxide emissions’’ (Forbes 2021) which is more than international flights. This is because many fast fashion companies make clothing using a linear model, an outdated method that diminishes the planet’s natural resources and generates massive waste, companies use this method because this is a low-cost way for fashion manufacturers to produce clothing.  

Figure 1 : The Circular Economy Cycle

Additionally, the fashion business has an impact on individuals, particularly in non-Western nations, in addition to the environment and its natural resources. To make cotton fields grow faster so that garments can be created quicker, fast fashion manufacturers harm the earth’s soil by using heavy-duty pesticides. As a result, there is a limited supply of good soil to produce food, which restricts access to food in some nations.  

Figure 2: United Nations 17 Sustainable Development Goals

In order to contribute to the creation of a sustainable environment for the planet both now and the future, the United Nations established 17 Sustainable Development Goals in 2015. Goal 6 of the UN Sustainable Development Goals is to ensure that everyone has access to clean water, although this could be challenging given how heavily dependent the fashion industry relies on water for the production of textiles and clothing.

Figure 3: The Sustainable Development Goal 6

The fashion sector has restricted access to water due to the enormous amount of water needed to make clothing, with manufacturers consuming ‘’93 billion cubic meters of water per year’’ (CO 2017)  with only 2500 litres of water needed to construct a single shirt, which is enough water to drink for 2 and half years. Additionally, the use of dyes, pesticides, heavy metals, and oils in the manufacture of clothing has led to the pollution of the earth’s water supplies. Additionally, since consumers contribute to water pollution by washing their clothes in water, manufacturers are not the only ones to blame for the problem. 

References: 

United Nation’s 17 Sustainable Development Goals: https://sdgs.un.org/goals 

Government of Neverlands Circular Economy: https://www.government.nl/topics/circular-economy/from-a-linear-to-a-circular-economy 

Un environmental programme Putting the brakes on fast fashion: https://www.unep.org/news-and-stories/story/putting-brakes-fast-fashion 

Forbes Sustainability in The Fashion Industry: Avoiding Communication Landmines: 

https://www.forbes.com/sites/forbesbusinesscouncil/2021/07/13/sustainability-in-the-fashion-industry-avoiding-communication-landmines/?sh=6400ae5261a6

CO SUSTAINABILITY ISSUE The Issues: Water: 

https://www.commonobjective.co/article/the-issues-water#:~:text=It%27s%20estimated%20that%20the%20fashion,set%20to%20double%20by%202030.

Sustainably Chic Squeezing Us Dry: How the Fashion Industry Pollutes Water: 

https://www.sustainably-chic.com/blog/how-the-fashion-industry-pollutes-water#:~:text=Overall%2C%20fashion%20is%20one%20of,severe%20and%20far%2Dreaching%20consequences.

Fair Planet HOW THE FASHION INDUSTRY POLLUTES OUR WATER: 

https://www.fairplanet.org/story/how-the-fashion-industry-pollutes-our-water/#:~:text=The%20increase%20in%20demand%20generated,the%20textile%20industry%27s%20water%20pollution.

United Nations academic impact sustainability 

https://www.un.org/en/academic-impact/sustainability

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A Favourite fashion brand

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A favourite fashion brand of the authors is Boohoo, the author’s main reason for this is that the fashion brand caters to a large demographic including gender, sexuality , age etc. Furthermore, Boohoo provides it Shoppers with a range of different outfits categories from a night out to a comfy night in with the company cheap prices also allows for people to style themselves on a budget throughout different seasons. The company has taken a step into helping fashion become more sustainable by introducing a marketplace where shopper can recycle and re-sell there clothing. Overall, The fashion brand, allows for shoppers to express their personalities on a budget which is why it one of the Author’s favourite fashion brands.

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