Millie Tyers

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People

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People

Without People, there would be no creation, production or consumption, actions that the fashion industry depends upon. Therefore, the concept of People is at the core of every organisation. It is crucial that the needs of people – whether they be consumers or employees- are met. Key aspects include diversity, collaboration and inclusivity. It has never been more essential for organisations to value people due to the newest consumer group that is Gen Z. Approximately 58.4% of Gen Z find inclusivity and diversity of brands important (Drapers, 2022), a value that must be considered due to the generation’s sizeable presence – ‘26% of the world’s population’ (Issu,2020). As the world progresses, People becomes increasingly central to success.  

Gen Z: The New Consumer

A graph demonstrating how convenience and instant gratification is important to Generation Z when shopping

Gen Z are a new breed of ‘digital natives’ (Prensky, 2001) with their values varying from the generation of millennials before them. There are ‘four core Gen Z behaviors, all anchored in one element’ which is the ‘search for truth’ (Mckinsey, 2019). Behavioral traits of the new generation include individuality, action for the greater good, democratic and fair dialogue, and sensibility (McKinsey, 2019). The generation will not be passive to the hyperdermic needle of the media, being active consumers and holding brands accountable for malpractice and absence of diversity. They crave instant gratification, making it harder for brands to keep pace. Brands such as ASOS attract consumers through their ability to quickly satisfy needs, with a next day delivery subscription becoming an important USP for the online retailer. Attractive traits of a brand for the new consumer could include a diverse representation of skin colours and body shapes within its ensemble of models or positive actions towards social issues such as the climate crisis or racial injustice (Forbes, 2021).  

People Skills: Adaptability

A people skill necessary for the success of a brand is adaptability. The dynamic nature of the industry, relevant when speaking of Gen Z, means tastes and trends are constantly changing. Not only the product desired but also how consumers want brands to communicate. This includes the address of causes and issues that are valued. The ability to adapt brand strategy in a flexible manner will aid brands in finding greater success in the ever-changing consumer environment. 

Representation Done Right.

The fashion publishing brand Vogue has responded to diversity in an obvious way: photographing a group of African models and placing them on the cover of their February 2022 edition. Edward Enninful, Black British Editor in Chief of British Vogue, declared African models the new ‘wave’ of models that deserve prominence upon the global fashion stage (Vogue,2022). The cover is powerful due to Vogue’s status within the industry. It has been dubbed ‘a style bible in any language’ (Independent, 2005). The representation and exposure to black models that the cover promotes is a positive response to diversity and marks progress for such an industry presence to put diversity on a pedestal in this way.  

Vogue, February 2022.

Bibliography 

Cushman & Wakefield. (2020) Issu, Demographic Shifts: The World In 2030 (pg5) https://issuu.com/cw-red/docs/cw_demographic_shifts (15/10/2022) 

Deloitte, Forbes (2021) For Millennials And Gen Zs, Social Issues Are Top Of Mind—Here’s How Organizations Can Drive Meaningful Change https://www.forbes.com/sites/deloitte/2021/07/22/for-millennials-and-gen-zs-social-issues-are-top-of-mind-heres-how-organizations-can-drive-meaningful-change/?sh=7f3108e9450c  (15/10/2022) 

Fetto, Funmi, 2022. British Vogue’s Momentous All African Cover Spotlights 9 Young Women Redefining What It Is To Be A Model  

https://www.vogue.co.uk/fashion/article/african-models-british-vogue-february-2022 (16/10/2022) 

Franics, Tracey & Hoefel, Fernanda (2019) ‘True Gen’: Generation Z and its implications for companies https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies#0 (15/10/2022) 

Independent, 2005 https://www.independent.co.uk/incoming/vogue-a-style-bible-in-any-language-499894.html (16/10/2022) 

Moran, G. (2022) Drapers, Gen Z and Millennials 2022 https://www.drapersonline.com/guides/gen-z-and-millennials-2022 (14/10/2022) 

Prensky, Marc. (2001) Digital Natives, Digital Immigrants (pg2) http://www.marcprensky.com/writing/Prensky%20-%20Digital%20Natives,%20Digital%20Immigrants%20-%20Part1.pdf (16/10/2022)  

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Planet

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Planet is a crucial pillar of the Fashion Business School. It discusses the importance of sustainability and the value of maintaining a healthy planet for consumers and producers alike. It is a relevant point of discussion in relation to the $1.5 trillion dollar fashion industry (P.Smith, 2022). The industry is one of the greatest contributors towards the destruction of our planet. It ‘produced around 2.1 billion tonnes of greenhouse gas emissions in 2018’ which is ‘the equivalent to the combined annual emissions of France, Germany and the UK’ (Achim Berg, Anna Granskog, Libbi Lee, Karl Hendrik Magnus, 2020). Fashion has an undisputed detrimental impact; it is crucial it provides solutions before the point of climate catastrophe.  

Industry Greenhouse Gas emissions:

‘the equivalent to the combined annual emissions of France, Germany and the United Kingdom’

McKinsey&Co, Fashion on Climate: How the Fashion Industry can urgently act to reduce its GHG Emissions
Fast Fashion Giant: Inditext company ZARA dominates the fast fashion market. https://www.worldfinance.com/infrastructure-investment/what-makes-zara-so-good (09/10/22)

In close collaboration with the Planet pillar comes the term sustainability. As defined by the UN, sustainability is ‘meeting the needs of the present without compromising the ability of future generations to meet their own needs’ (United Nations,1987). Fashion does not adhere to this definition of sustainability. It meets the needs of the present, but not without cost to the future. Overproduction is a contributing factor – ‘an environmentally catastrophic strategy’ (Graeme Moran,2022). Consumer desire for newness drives strategy towards constant input of new lines, with outdated ones straight left to waste. A brand that champions this strategy is Zara. They ship ‘new items to the 6,500 boutiques’ ‘twice a week’ (Thomas Dana, 2019), making it ‘roughly four times more profitable than its peers’ (Thomas Dana,2019) but also one of the worst contributors towards the unsustainable fast fashion crisis. Fashion must become more sustainable in all areas from the first stages of consumption to the consumption and usage of apparel.  

An opportunity to become more sustainable is a new Circular System. Circularity is a way in which fashion can improve sustainability and limit any further negative impact. It can put an end to the wasteful linear system. The Circular Economy ensures clothes are reused as much as possible in order to reduce their carbon footprint. It discourages overconsumption and encourages the recycling, recovery and reuse of garments.  

Circular Fashion explained, including the benefits and reasons as to why action must be taken (Macarthur Ellen, 2018)

A Sustainable Development Goal that closely links to fashion is Climate Action. The goal pressurizes the trillion-dollar industry to assist in the fight for a climate solution. It highlights malpractice within brands and encourages multinational companies to spread a climate aware message to consumers. An example of this is Kourtney Kardashian and Boohoo’s new sustainable, as labelled, partnership. An individual with such an influence upon a ‘captive audience of fans who may not necessarily know- or care – much about sustainable fashion’ can aid the progression of the Climate Action goal. If consumers care, brands will follow.  

Boohoo’s sustainable partnership with Kourtney Kardashian: Climate Action Awareness or Greenwashing? (https://gothammag.com/boohoo-kourtney-kardashian-barker-nyfw 09/10/22)

Reference List 

Achim Berg, Anna Granskog, Libbi Lee, Karl Hendrik Magnus, 2020, Fashion on climate: How the fashion industry can urgently act to reduce its greenhouse-gas emissions, (https://www.mckinsey.com/industries/retail/our-insights/fashion-on-climate) (08/10/22) 

Graeme Moran,2022, Collaborating for Change: Sustainability Report 2022, https://www.drapersonline.com/guides/collaborating-for-change-sustainability-report-2022, (09/10/22)  

P.Smith, 2022, Statista (https://www.statista.com/forecasts/821415/value-of-the-global-apparel-market) (08/10/22) 

Thomas Dana, 2019, Fashionopolis, p37, p38 

United Nations, 1987, United Nations Brundtland Commission, https://www.un.org/en/academic-impact/sustainability (09/10/22) 

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A Favourite Fashion Brand: ASOS

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Finding its origins in 1999, ASOS has grown to be one of the largest E-commerce/M-commerce brands on an international scale.

‘We exist to give you the confidence to be whoever you want to be’.

ASOS Values
 ASOS is my favourite brand as their values align with my own, with an emphasis on individuality and freedom of expression. The brand demonstrates these values with their expansive variety of brands and products, ensuring there is always something for every consumer. Having such a substantial choice of product creates an enjoyable and exciting experience for browsing customers. The brand's values are further communicated with it's diverse range of models. Consumers are highly likely to feel represented by the brand, with hired models being of all body types and ethnicities. This inclusion is what really makes ASOS appeal to me, as I feel it is important for every individual to feel they re being represented, not excluded. 


They makes a conscious effort to fulfil their social responsibilities including those concerning ethics and environment. They have ASOS Marketplace, which allows for vintage items to be resold and provides small upcoming businesses with a platform to sell. Their outlet section provides extremely affordable prices, with some items going straight into the outlet rather than an initial full price ticket. This outlet tab allows for price slashes and discounting to not dilute the experience of the normal shopper and allows for discounting on the main pages to be utilised as a promotional tool. There is always a student discount, demonstrating their target demographic  and the care they hold for them and their priorities. ASOS have been leaders in the M-Commerce market and continue to be successful by catering  towards their target audience, ensuring their views and values are  prioritised and approached in the correct way (through social media, promotional deals etc). 

I am an avid user of ASOS, drawn in by their ability to cater for all wants and needs as well as their warm and inclusive attitude.

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